Is Head In The Clouds Festival The Coachella For Foodies?

By: Pamela Price
Around LA, Food And Drink
April 25, 2025, 4:45 pm
Photo Credits: Cats Coming via Pexels

Upon first glance, the Head In The Clouds Festival poster appeared to be a concert lineup listing; similar to Coachella’s poster. I thought, “what interesting band names.” Bang Bang Noodles, BobaPop Tea Bar, Unreal Poke (this one might actually work for a band).

Turns out, it’s all food.

The food and beverage programming for the festival’s 2025 edition 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.