ComplexCon Hong Kong is back for 2025. The event presents significant opportunities for Gen-Z-focused brands.

We just received news that ComplexCon has confirmed another round in Hong Kong. The festival will return in March 2025, weeks before Art Basel Hong Kong's second appearance.

Reports claim the Hong Kong edition made a successful debut, drawing over 30,000 local and international attendees, including some from the US—a noteworthy development given that ComplexCon is American. The US arm wields significant internet clout, drawing in some of the biggest hip-hop celebrities, some of whom are known for bringing the mess (but then again, the US always brings the mess). For instance, Lil Yachty threw emo shade at Bimma Williams despite liking the content creator's IG critique of the rapper's Nike Air Force 1 collab.

The festival, a glorified trade show, offers brands a huge retail opportunity. Over two days, the event showcases over 200 brands. Hypefest, on the other hand, takes place in November, so there isn't really any competition per se. While it appears to be more of a music and art installation (Hypebeast calls it a "cultural experience"), Hypefest does include “limited-time branded pop-ups with exclusive product showcases.” Both festivals tap the same demo and brands (I’m sure) and draw audiences in the thousands. Ironically, Hypefest originally launched in Brooklyn before heading overseas, whereas ComplexCon is launching an extension of its brand.

With all the excitement around ComplexCon Hong Kong and specifics yet to be confirmed, it's surprising that the chatter around Art Basel is dismal. Perhaps the art world, as I recall it, is more demure and focused on its business. If I harbour any apprehensions about these events, particularly ones like ComplexCon, they often get lost in their own hype. I remember the Bread & Butter Barcelona days all too well.

My instincts say they'll have to make room for Highsnobiety next.

Shout out to Time Out Hong Kong for the update.

Ciao Edie!