This spring, Head In The Clouds Festival returns bigger, bolder, and tastier than ever. Taking over Brookside at the Rose Bowl in Pasadena on May 31 and June 1, the 2025 edition of 88rising’s flagship music and arts festival is shaping up to be an unforgettable cultural celebration—not only of music but of food, flavor, and community.

While all eyes are on headliners like G-Dragon, 2NE1, Dean, DPR Ian, Rich Brian, Porter Robinson, and Higher Brothers, the festival’s latest announcement is whetting appetites in a whole new way. This year’s food and beverage lineup, curated by MAMA’S NIGHTMARKET, marks the largest and most culturally diverse culinary offering in the festival’s history.

88rising has always been about representing Asian excellence in music—but in 2025, they’re turning their spotlight to the plates. From slurp-worthy hand-pulled Bang Bang Noodles to the beloved Heng Heng Chicken Rice, festivalgoers will have access to an all-star lineup of vendors representing Asia’s rich street food culture.

“MAMA is all about showcasing the stories behind the flavors,” says founder Jared Jue, who sees the collaboration as a way to bring community-based culinary voices to the main stage—right alongside global icons. With vendors like Iki Ramen x Iki Nori, Jili, Good Alley, and Melona, the legendary Korean ice cream brand, food will be a centerpiece of the experience—not just an afterthought.

Also featured are SoCal favorites like Kogi, Shlap Muan, and The Boiling Crab x King’s Hawaiian, plus boba and tea standouts including Sunright Tea Studio, Odd One Out Tea, and Bluey & Co.

The expanded food curation complements a stacked musical bill celebrating 88rising’s 10-year anniversary. Fans can expect show-stopping performances, the enigmatic “Magic Show?!?” act, and a genre-spanning mix of artists from global R&B and hip-hop phenoms to viral newcomers and subcultural icons. Sub-headliners include Milli, Stephanie Poetri, Warren Hue, Number_i, DPR ARTIC & CREAM, Seiji Oda, and many others.

And when the sun sets over the Rose Bowl, the flavors won’t fade. With festival sponsors like Suntory’s -196, Jinro, Johnnie Walker, and Beatbox, there’s no shortage of refreshment—whether you’re vibing to a G-Dragon set or grabbing a drink between bites of takoyaki.

Since its debut, Head In The Clouds has evolved into more than a music festival—it’s become a cross cultural phenomenon, merging tradition and innovation in sound, fashion, and now, cuisine. This year’s festival reaffirms 88rising’s commitment to not only elevate Asian voices, but to root them in real community ties.

With VIP & 1999 CLUB passes sold-out and limited General Admission tickets still available at la.hitcfestival.com, fans are encouraged to act fast. Whether you’re there to dance, dine, or discover something new, Head In The Clouds 2025 promises an experience that hits every sense—loud, proud, and full of flavor.