As temperatures soared into the high 80s over the weekend, the Heads in the Clouds (HITC) Festival emerged as the ultimate destination to kick off summer festivities and showcase some of Asia’s most iconic performers. However, the celebration of its 10th anniversary received mixed reactions from fans. Despite several challenges, my two-day experience at the festival was undoubtedly memorable. Here are five things I loved about Head In The Clouds 2025 and five things that needed improvement.

Five Things I Love About Head In The Clouds

1. A Global Platform for Emerging AAPI Artists Spanning Genres

For artists like NO NA, YY, Youha, and KARRI, this was one of their first live performances, which was incredible. Fans got a taste of all genres that weekend. If attendees were into country/blues influences, KUN stood out. Dreamers ran to see DPR IAN and DPR Cream & DPR Artic. For girl group fans, 4EVE and NO NA were must-sees. Hip-hop enthusiasts enjoyed Jonah Love and Seji Oda representing California. Those who favored strong Thai lyrics couldn’t miss MILLI, while MISO and TABBER offered sultry lo-fi vibes. There truly was something for everyone.

2. Paying Homage to the Leaders of the Hallyu Wave

G-Dragon and 2NE1 performed at the same festival. While K-pop wasn’t a new phenomenon, the Golden Age (2003-2012) marked a groundbreaking moment when East met West for millennials like me. We grew up watching Korean variety shows and music programs such as KBS’s Music Bank and SBS’s Inkigayo. Two innovators in the K-pop scene, 2NE1 and G-Dragon, drew one of the largest crowds ever at HITC. G-Dragon, the archetype of the global K-pop superstar, returned to festivals after the pandemic disrupted previous plans. His performance was a gift, showcasing his charisma, unmatched stage presence, and the fast-paced raps that exuded swag and opulence.

3. A U.S. Appearance by DEAN

It had been too long since the “different R&B” sensation graced a stage in the U.S. Known for his ethereal vocals and Frank Ocean-esque style, Korea’s reigning R&B king delivered an enchanting performance. Dean’s captivating presence and heartfelt melodies filled the air, bringing his newest release, Die for You,” to life in a truly unforgettable way. It was clear why fans had eagerly awaited his return despite his infrequent appearances.

4. Breaks Between Sets

In recent years, Head in the Clouds created a stacked lineup that left little time for attendees to explore new acts, grab food, or vibe out. This year, there was ample time for people to walk across Brookside at the Rose Bowl to see artists on both stages, hang out with friends, eat, and drink.

5. Community Spirit

There was nothing quite like meeting a group of people in frog hats giving out hot stickers. HITC felt like the ultimate weekend for friends. The sense of community was palpable; if anyone attended alone, they likely made new friends.

Room For Improvement

1. Parking and Crowd Control

The exits on night one after G-Dragon’s set felt dangerous. This may have been due to everyone waiting until the end to leave and the small gated entryways that forced everyone to funnel into a tight space. This created a chaotic scene as people rushed to the bathrooms or waddled across the bridge to reach their cars, leading to long waits to access the main street. I was relieved that no one got hurt, but my anxiety was through the roof.

2. Too Much Focus on Merchandise

Head In The Clouds could have benefited from more interactive experiences, like games or a Ferris wheel. In conversations with other fans and from checking social media after the shows, many expressed an overwhelming amount of merchandise but a lack of engaging activities. I agree.

3. Lack of Shade and Electronic Music Options

Every year, Head In The Clouds in Pasadena takes place with temperatures in the 80-90-degree range, making the absence of shaded areas for attendees a significant oversight. It felt brutal being exposed to the scorching sun without refuge. Thankfully, security was responsive in handing out water, but more could have been done, such as providing additional canopies and misters.

Additionally, the absence of electronic music options seemed like a missed opportunity for a demographic that loves EDM.

4. The Finale

Despite this year’s festival drawing over 75,000 people in attendance across the two-day event and a lineup of renowned acts, this year’s finale fell short of expectations as a fan. Maybe everyone wanted to see a true Jackson Wang set, or perhaps they wished for G-Dragon and 2NE1 again. A surprising number of people left before the end of the festival, which wasn’t normal for most HITC finales.

5. Issues with Security

During the closing act on day one at Head in the Clouds, a security guard asked press members to leave the pit due to credential issues. Despite our attempts to explain, he became aggressive, pushing women and shouting. After speaking to venue security, who intervened, we continued our work and enjoyed the show. However, the same guard shoved me hard into the barricade when G-Dragon walked down the stage. I had never experienced anything like that before. After exiting the pit, it became clear that many others had faced similar treatment. It was unnecessary and unacceptable behavior, especially considering the professionalism and respect shown by everyone else in the pit.

Head In The Clouds provided a vibrant space for AAPI communities and their allies to unite and celebrate artists from the Asian diaspora. However, conversations with attendees revealed shared disappointment over logistical issues, particularly a security incident that overshadowed the event.

Despite the challenges, it was an unforgettable weekend for fans at Brookside at the Rose Bowl, marking the return of iconic artists.

See Photos from Head n the Clouds 2025

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