This past weekend, Head in the Clouds returned to Pasadena’s Rose Bowl for a landmark 2025 edition, celebrating 10 years of shaping the global soundscape of Asian music and culture. In partnership with 88rising and Goldenvoice, the sold-out two-day festival welcomed more than 75,000 attendees, delivering a lineup packed with exclusive sets, long-awaited reunions, and one-of-a-kind collaborations that underscored the festival’s decade-long legacy of breaking boundaries.
At the top of the bill was G-Dragon, delivering his only North American festival performance of the year, and marking a major moment for fans who had waited years to see the K-pop icon on a U.S. stage. The return of 2NE1, one of the most influential girl groups in K-pop history, brought waves of nostalgia and raw energy, while the elusive Dean reminded fans of his magnetic hold on Korean R&B. Crowd-favorite DPR Ian, genre-pushing headliner Porter Robinson (DJ Set), and the triumphant reunion of Higher Brothers rounded out a lineup that leaned into both legacy and forward motion.
Rich Brian gave fans a live preview of his upcoming album WHERE IS MY HEAD?, his first full-length project in six years, and stunned the crowd by bringing out Ski Mask the Slump God for a surprise performance of their new single “Jumpy.” The set was a high-octane glimpse into what’s expected to be one of 2025’s most anticipated releases.
The festival’s iconic grand finale once again delivered a massive, cross-artist celebration. Billed as “The Magic Show!?!”, Jackson Wang led a dizzying mega-performance alongside a stacked roster that included Higher Brothers, JASONTHEWEEN, Number_i, Warren Hue, Milli, YOUHA, Seiji Oda, No Na, KUN, Sunkis, and Yung Kai—a full-circle tribute to a decade of 88rising’s impact on the global music scene.
Fans from around the world tuned in via a livestream on 88rising’s YouTube, presented in partnership with Honda, Netflix, Tide, VIKI, and Johnnie Walker. Brand partners contributed to the celebration through immersive festival experiences, designed to amplify and support Asian creativity and community:
- Honda returned with its Double Happiness Stage, adding retro arcade games and vinyl listening lounges to its Honda Stage Lounge.
- Netflix promoted its upcoming anime K-Pop: Demon Hunters (premiering June 20) with a themed food truck and exclusive giveaways.
- Johnnie Walker crafted original cocktails inspired by Rich Brian, YOUHA, and 88rising’s latest projects.
- Rakuten Viki, the global K-drama powerhouse, helped connect fans internationally through exclusive stream access and cultural activations.
On the culinary front, MAMA’S NIGHTMARKET curated a vibrant selection of food vendors showcasing the vast range of Asian diasporic cuisine. Festivalgoers lined up for local favorites like Bang Bang Noodles, Good Alley, Banh Khot Lady, Heng Heng Chicken Rice, Iki Ramen x Iki Nori, and Jilli, while refreshing boba and specialty teas flowed from Sunright Tea Studio, Odd One Out Tea, Bluey & Co., and more.
As Head in the Clouds closed its 2025 edition under a sky lit with unity and beats, it wasn’t just a celebration of the past 10 years—it was a clear signal of where Asian music, culture, and community are headed next.
Head In The Clouds Festival: Website | Instagram | TikTok | Facebook
88rising: Website | Instagram | X | TikTok | YouTube | Facebook
Goldenvoice: Instagram | Facebook