Honda Partners With 88rising To Promote Asian Artists

This didn’t happen near Raridon’s Honda of Marysville, but fairly close to Honda’s U.S. headquarters in which Honda partnered with 88rising, a global music and media company representing the best of Asian music talent in America.  The event created memorable experiences for music fans and provided 88rising’s breakthrough artists with a large platform to pursue their dreams.

A Celebration of Asian Music and Art

On August 5th and 6th, Honda and 88rising celebrated the culture and creativity of the Asian American community at the 88rising Head in the Clouds Music and Arts Festival in Pasadena, California. Fans enjoyed exclusive experiences and epic performances, including the “Honda Double Happiness” stage lineup of Stephanie Poetri, Spence Lee, Lyn Lapid, Phum Viphurit, Eyedress, Grentperez, and Akini Jing.

As the official automotive partner of Head in the Clouds, the “88 Type R Honda Customs Shop” festival activation was a unique take on the tuner car garage, featuring a 2000 Civic Si project car and the 2023 Honda Civic Type R – the most powerful Honda production vehicle ever sold in the U.S.

The “88 Type R Honda Customs Shop” at Head in the Clouds showcased the new Honda X 88rising limited-edition apparel capsule, “88 Type R.” Festival attendees shopped the full “88 Type R” capsule, a unisex collection that included cut-and-sew pieces inspired by the late 90’s to early 00’s of the Asian car culture scene. 

“Honda’s support of music and young breakthrough artists spans more than two decades, and our partnership with 88rising will give voice to their stories of imagination and determination,” said Phillip Lee, media department lead, Honda Marketing. “88rising elevates and empowers Asian artists and Honda is proud to provide a platform to help support their dreams and advance their careers.”

An Ongoing Relationship

Honda began collaborating with 88rising in 2022, with the launch of the redesigned HR-V compact SUV. Honda and 88rising also released a docu-series featuring 88rising Indonesian singer-songwriter NIKI, Indonesian rapper Warren Hue, and Chinese-American independent artist mxmtoon, sharing a look inside the career journeys of each artist and the challenges they faced along the way. The docu-series featuring Warren Hue was honored by the 2023 Shorty Awards with a Gold Honor. Honda and 88rising also recently thrilled fans of the 2023 New York Head in the Clouds Festival with performances by Raveena, Atarashii Gakko!, Spence Lee, Wolftyla, and Knock2 on the Honda Double Happiness Stage.

“88rising’s mission is to celebrate Asian creatives,” said Jason Ve, senior vice president of brand partnerships, 88rising. “We’re appreciative of our partnership with Honda, as it puts a spotlight on the most exciting artists and allows us to share their stories with the world.”

Honda will continue to connect the Civic with new, younger car buyers through the Honda Civic Tour, which will soon launch its 22nd year, The Honda lineup of gateway models includes the Civic, the number one vehicle among Millennial buyers, capturing the most Gen Z, first-time and multicultural buyers in the industry, and HR-V, America’s most popular SUV with first-time, Gen-Z, Millennial and Hispanic buyers.

If you are a millennial, generation-Z, just young at heart, or simply want a high-quality efficient new car, check out the 2024 Civic and HR-V at Rairdon’s Honda of Marysville.