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FEATURING BANG BANG NOODLES, GOOD ALLEY, HENG HENG CHICKEN RICE, IKI RAMEN X IKI NORI, JILLI AND MORE
JOINS MUSICAL PERFORMERS G-DRAGON, 2NE1, DEAN, DPR IAN, RICH BRIAN, PORTER ROBINSON, HIGHER BROTHERS AND MORE
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LA.HITCFESTIVAL.COM
Head In The Clouds Festival announces its full food and beverage programming for the festival’s 2025 edition, which is set to take place on May 31st and June 1st at Brookside at The Rose Bowl in Pasadena, California. This year’s food and beverage selection is the largest curated to date and reflects the best of what Asian cuisine has to offer across the full spectrum of vendors participating at the festival..
Highlights of the MAMA’S NIGHTMARKET-curated vendors include Bang Bang Noodles, Good Alley, Heng Heng Chicken Rice, Iki Ramen x Iki Nori, Jilli, and so many more. Joining these food vendors are local Boba & Tea favorites Sunright Tea Studio, Odd One Out Tea, Bluey & Co., and others. MAMA, the budding organization known for supporting local restaurants and this year’s festival food curator, with its Founder Jared Jue, expressed how “incredible it is to see our neighborhood mom-and-pop restaurants showcased alongside global pop stars on such a big stage. That’s what MAMA is all about—shining a spotlight on the amazing food culture that makes up our diverse communities.” Adding to the cultural experience, Southern California staples like Kogi, Shlap Muan, and The Boiling Crab with King’s Hawaiian will be serving bespoke menus alongside Melona, America’s favorite Korean ice cream brand, and Rokstar Chicken, New York’s best Korean fried chicken.
Rounding out the food and beverage lineup are new and returning festival sponsors: Suntory’s -196 & Maru-Hi, Beatbox, Casamigos, Coca-Cola, Drip, Jinro, Johnnie Walker Blended Scotch Whisky and Jongga.
The newly-announced food and beverage lineup complements the previously-announced musical acts that include G-Dragon, 2NE1, Dean, DPR Ian, Rich Brian, Porter Robinson, Higher Brothers and many more. This year’s festival coincides with the 10th anniversary of 88rising, the organization behind Head In The Clouds. Only a limited amount of General Admission passes remain; VIP & 1999 CLUB passes are sold out. Passes available now LA.HITCFESTIVAL.COM.
See below for all food, beverage and music programming at this year’s Head In The Clouds and stay tuned for more information soon.
ABOUT 88RISING
88rising is a pioneering global music and media company representing the best of Asian talent. Since its inception, 88rising has paved the way for many music industry firsts: the first to have an Asian artist top the Billboard R&B/Hip-Hop charts, Spotify’s Weekly Global Albums chart and enter the top 10 on Mediabase’s Top 40 chart, the first to launch an all-Asian radio channel in North America, and the first and only record label to have a main stage slot at Coachella. 88rising is also most notably the first company to launch an Asian-centric music festival in the United States, Head in the Clouds Music & Arts Festival, in partnership with powerhouse promoter Goldenvoice. The flagship festival expanded globally for the first time to Jakarta, Indonesia and Manila, Philippines in 2022. In 2021, 88rising executive produced and curated the soundtrack to Shang-Chi and the Legend of the Ten Rings – Marvel Studios’ first Asian-American superhero. 88rising continues its film endeavors with Jamojaya which premiered at the 2023 Sundance Film Festival, and stars multi-hyphenate Rich Brian and is executive produced by 88rising founder & CEO Sean Miyashiro. Previously, in 2019, 88rising was awarded Label of the Year by NetEase, one of the largest music streaming platforms in China. With over 160 million followers across global social media platforms and over 50 billion total streams and views, 88rising’s global influence is undeniable.
ABOUT GOLDENVOICE
Goldenvoice, creators of Coachella Valley Music & Arts Festival and Stagecoach: California’s Country Music Festival, operates successful Los Angeles and Bay Area music venues including the Fonda Theatre, The Roxy Theatre, El Rey Theatre, The Novo, Shrine Auditorium & Expo Hall, The Regency Ballroom and The Warfield. Goldenvoice holds exclusive booking deals at Brookside at The Rose Bowl, Santa Barbara Bowl, Mountain Winery, Great American Music Hall and Frost Amphitheatre. They also have produced events such as Desert Trip, Camp Flog Gnaw Carnival, Day N Vegas, Porter Robinson’s Second Sky Festival, Just Like Heaven and many more. Beginning as an independent punk rock promoter in the early 1980s, Goldenvoice grew to be the preeminent alternative promoter in Southern California by forging strong relationships with both bands and music fans. Currently, Goldenvoice promotes over 1,600 concerts a year in California, Arizona, Nevada, Hawaii, Alaska and Canada plus recently adding North American tours to their growing list of accomplishments. For additional info, please visit www.Goldenvoice.com.
ABOUT THE ROSE BOWL STADIUM
The Rose Bowl Stadium is a National Historic Landmark built in 1922 and known around the world. The Rose Bowl has earned its world-class reputation by hosting five NFL Super Bowl games, the 1984 Olympic Soccer matches, the 1994 Men’s World Cup, the 1999 Women’s World Cup, four BCS National College Football Championship Games, and the College Football Playoff Semifinal Game. The Rose Bowl is the proud home of the annual Rose Bowl Game®, UCLA Bruins Football, world-class concerts, International and Premier League soccer matches, music festivals, AmericaFest 4th of July Celebration, and the World’s Largest Flea Market.
ABOUT MAMA’S NIGHTMARKET
MAMA’S NIGHTMARKET is a series of immersive events curated by MAMA, dedicated to preserving immigrant culture through authentic flavors and traditions. It’s a unique opportunity to connect communities through diverse culinary experiences. As LA’s first 21+ night market, MAMA curates a selection of restaurants ranging from beloved legacy spots to new-generation takes on tradition.
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