Have Seasians ever felt as if the music reached into the soul of the listener, but also carried a deep message behind it?
That's the whole essence of 88rising, which not only produces superstars, but becomes a megaphone that elevates Asian melodies and narratives to the world stage and proves that Asian sounds have a unique and authentic universal appeal.
The music and entertainment sector presents many opportunities to introduce diverse cultures to a global scale.
88rising has become one of the most prominent companies in promoting Asian heritage, especially in the United States as a music label, social media platform, as well as producing Asian talents on the international stage.
88rising's initiative in introducing Asian culture to the Western public is a clear example of how the Asian community can make a significant contribution on a global level.
Interested in finding out how 88rising plays a role in introducing Asian culture worldwide?
Stay tuned, Seasians!
88rising as an Instrument of Cultural Diplomacy
The Asian cultural context in the US is faced with certain challenges and issues. One of the problems that arise is stereotypes and prejudices related to Asian culture, such as anti-immigrant attitudes, discrimination, and racism.
Even in the world of music, Asian representation is still minimal. While the American media lacks a fair portrayal of Asia, this has not deterred 88rising (a company operating in the US) from bringing Asian and Asian-American culture into the mainstream and breaking through barriers of genre and innovation.
The company takes an important role in introducing Asian culture on the global scene by supporting talented Asian artists and giving them the opportunity to showcase their works on the international stage.
88rising's main contribution to the music scene lies in its distinctive genres of Asian pop, hip-hop, and R&B for Western audiences.
Through the creation of works by Asian artists, 88rising creates a platform that supports artists to express their cultural heritage through music, music videos, and other audiovisual productions.
New narratives are created by combining Asian cultural elements with a touch of modern Western aesthetics, resulting in unique and authentic products such as costumes, backdrops, and in-depth cultural references, which provide a fresh new perspective on the integration of authentic and upgraded Asian and Western cultures.
The power of social media also plays an important role in introducing 88rising to a global audience. This is evident from its music videos that often go viral, garnering millions of views from all over the world, which helps to amplify the presence and impact of Asian culture, especially in the United States.
Original, innovative music and collaborations with Western artists help increase the reach and appeal of Asian culture. This fusion of Asian elements with Western aesthetics contributes to shaping the way Asian artists are perceived, as well as to achieving international recognition.
88rising has successfully disassembled stereotypes about Asians in the West through its contributions to music and media. This cultural diplomacy has the potential to overcome differences and create more harmonious relationships, increase global understanding, and reduce issues regarding representation.
The important elements of 88rising in applying cultural diplomacy theory are as follows:
- Catering to the Local Market, through strategic partnerships with major companies such as 12 Tone Music, Marvel, GUESS, which reflects the adjustment between Asian cultural integration and local trends.
- Cultural connection, acting as a bridge between Asian and American culture through music, festivals, and media, as well as strengthening understanding and appreciation of Asian culture and strengthening cross-cultural relationships.
- Leveraging Opportunities, by using social media to spread content that creates new trends, develops a global fan community, and as an important tool in cultural diplomacy.
- Opening Doors, to create openness and solidarity between Asian and American cultures through Heads in the Clouds and Coachella festivals that not only introduced Asian culture to American audiences, but also significantly deepened intercultural relationships.
This 88rising was the beginning of an innovative and influential journey in Asian cultural history by changing the image of Asian culture on the world stage. It also enhances Asian representation to create a more inclusive, equitable and diverse society.
Read also: Southeast Asian Musicians Who Are Conquering the World Stage
88rising and the Globalizing Asian Artists
88rising presents a variety of Asian artists with innovative and authentic works, and creates new trends that attract global audiences, among others:
- Joji, known for his album “Glimpse of Us,” which solidified his place as a Japanese singer and music producer, and an influential musician in the genres of lo-fi, R&B, and trip-hop.
- Rich Brian, a rapper, songwriter, and record producer from Indonesia, embraces the lo-fi, R&B, and electronic blending genres with relaxed and catchy music, and boldly incorporates elements of Indonesian culture in his lyrics, including integrating traditional music such as gamelan and bamboo flute into his work.
- NIKI, an Indonesian singer-songwriter who shines with a musical style that combines R&B, pop, and experimental elements, has received enthusiastic reviews from music fans around the world and has made it to Spotify's Global Top 20 in 2025 and has even performed at Coachella.
- No Na, a girl group from Indonesia, debuted with the song “Shoot,” accompanied by a music video that showcases the beauty and diversity of Indonesia, becoming part of a diverse Asian pop act on the international scene.
- Stephanie Poetri, an Indonesian singer and songwriter, is known for her song “I Love You 3000” which skyrocketed on TikTok and topped the Global Billboard charts.
The diversity of 88rising's artists demonstrates its commitment to promoting different types of Asian music and transcending conventional genre boundaries.
88rising plays a crucial role in bringing Asian culture to the international music scene, challenging stereotypes and paving the way for a generation of Asian musicians who want to achieve global success.
With their multilingual lyrics, style, fusion of traditional and contemporary musical elements, and visuals, they are part of the Asian diaspora, enriching the global music narrative with a different perspective.
Read also: Kicking off the Buzz World Tour, NIKI Presents Another Chapter in Her Musical Journey
The cultural dynamics of Asian interaction in the United States make for a strategic combination, connecting Asian cultures and communities and optimizing opportunities amidst the globalization process.
88rising is not just about music and culture, but also a bridge that connects Asia to the world!
Would you agree, Seasians?
