ComplexCon Hong Kong: A Cultural Phenomenon for Hypebeasts and K-Pop Enthusiasts
More than 7,000 miles from its birthplace in Long Beach, California, ComplexCon Hong Kong transformed the AsiaWorld-Expo into a bustling hub of streetwear, music, and pop culture this past weekend. Over 35,000 attendees comprised of hypebeasts, sneakerheads, and K-pop fans swarmed the venue, eagerly seeking out limited-edition finds like the Murakami x Casetify phone case, NewJeans T-shirts, and the highly coveted Clot x Adidas Gazelles.
A Financial Success Story
The second iteration of this vibrant event made quite an impression, generating over $11 million in revenue across three action-packed days. With an average spend of $320 per person, ComplexCon Hong Kong solidified its status beyond a mere proof of concept to a sustainable business model. Attendees hailed from diverse regions, including mainland China, the United States, Canada, Japan, South Korea, and Singapore, underscoring the event’s international significance.
The Marketplace Experience
Within the ComplexMarketplace, where over 150 brands showcased their latest designs and products, excitement permeated the air. Renowned jacket designer Jeff Hamilton was spotted strolling from his booth to the NBA’s expansive setup, while futuristic artist Daniel Arsham, who serves as ComplexCon’s global artistic director, popped Moët & Chandon next to an eye-catching sculptural replica of the iconic bottle. Not to be forgotten, rapper Quavo, who headlined the first night of the ComplexMusic concert series, spent time signing merchandise for eager fans.
Another notable segment of the marketplace was dominated by K-pop sensations NewJeans, affectionately referred to as “bunnies” by their fans, with over 2,000 attendees queuing up for exclusive gear. Highlighting the cultural crossover between fashion and entertainment, actor-rapper-designer Edison Chen showcased a “Zone” of specially curated brands, while Takashi Murakami dove into an inflatable swimming pool filled with his signature squishy flower-designed balls.
ComplexCon(versations) and Culinary Delights
The ComplexCon(versations) series provided a forum for prominent figures like fashion designer Yoon Ambush and Japanese streetwear pioneer Fujiwara Hiroshi to discuss the shifting tides of fashion, art, and global trends. This element of the event underscored the importance of dialogue within the industry, fostering a greater understanding of the creative landscape.
Amidst the hustle and bustle, the Family Style Food Festival offered attendees a chance to refuel with delectable bites from some of Hong Kong’s local culinary stars, ensuring that energy levels remained high for the jam-packed schedule of activities.
Mesmerizing Performances
As the day wrapped up, attendees shifted their focus from the marketplace to the adjacent AsiaWorld Arena, the largest indoor venue in Hong Kong. Concerts featured headliners Quavo and Metro Boomin, marking their China debut, along with the wildly popular NewJeans, who shockingly announced that their performance would be their last for the time being, due to an ongoing dispute with their label HYBE’s ADOR.
The Intersection of Asian and Global Culture
ComplexCon Hong Kong represents the largest festival of its kind in the region, blending Asian youth culture with the global streetwear scene. This cultural crossroads appeals to an audience desperate to own the lifestyle they admire through social media. Launched in 2016, ComplexCon has evolved beyond exhibitions; it conjures an immersive experience encompassing style, sneakers, pop culture, music, art, food, and innovative ideas.
The Power of Gen Z
Recognizing the dynamic and impactful presence of Gen Z, who possess a collective spending power estimated at over $140 billion in Asia, Bonnie Chan-Woo, CEO and founder of Complex China, drew inspiration to bring ComplexCon to Hong Kong in 2019. As the youngest consumers are increasingly reliant on social media for research and shopping, they are reshaping cultural landscapes and trends at an unprecedented rate.
With 1.03 billion social media users in China alone, the engagement and consumption habits of these young people are crucial to understanding modern market dynamics. Chan highlighted that platforms like Weibo, TikTok, and Little Red Book dominate how Gen Z connects and shops.
Competitive Marketplace and Elevated Experiences
Chan noted that the stakes have risen dramatically since the inaugural event, as brands vie for supremacy in execution and concept. This year’s ComplexCon Hong Kong saw a 30 percent increase in growth compared to the previous year. The event offered exclusive products and experiences not available in regular shopping malls, showcasing a productive year of brainstorming and collaboration.
Involvement from major brands elevated the atmosphere. The NBA celebrated its revival in China with a vibrant presence at the marketplace and scheduled preseason games between the Brooklyn Nets and Phoenix Suns—its first events on the mainland since 2019. Adidas, again in partnership with Edison Chen’s Clot, drew in crowds, with lines stretching long for Jeff Staple’s 3D-printed sneakers and collaborations that showcased local creativity.
Redefining Cultural Experiences
Daniel Arsham also contributed creatively through interactive installations, such as a unique merch-store concept for the ComplexCon Hotel, featuring collaborations with Rimowa and a Carsham gas station pop-up. These innovative engagements align with Levant’s vision for ComplexCon—to translate digital culture into tangible retail experiences.
Attending ComplexCon for the first time, CEO Aaron Levant emphasized the significance of evolving the Complex brand into a global phenomenon, reaching potential audiences in mainland China, South Korea, and beyond. His ambitious plans include further establishing retail outlets, setting the stage for ComplexCon’s impending return to the Las Vegas Convention Center later this fall on October 25-26.
ComplexCon Hong Kong has undeniably established itself as a pulsating epicenter for streetwear and pop culture, where the vibrant voices of youth combine with global influences, creating a compelling narrative for the future of consumer culture.
