From Remix to Mainstage- Chooee: How Asia Took Over Streetwear

Cross Talk with Chooee, Chief Entertainment Officer at STREETHING

“We’re all Asian — and we learned streetwear from the West. But now, it’s become our own style.” — Chooee

Streetwear in Asia didn’t start from scratch. It began as a remix — a bold reinterpretation of the rebellious American style that first defined the culture. But over the years, it’s evolved into something uniquely Asian: a heady blend of heritage, innovation, and unapologetic identity.

We caught up with Chooee, the high-energy Chief Entertainment Officer of fashion platform STREETHING, whose mission is clear: to help Asian brands break into the mainstream. Whether he’s filming style snaps on the streets of Tokyo or sharing the latest fashion drops on Instagram, Chooee is plugged into the culture — and passionate about pushing Asian creativity to the front of the global stage.

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“We’re all Asian — and we learned streetwear from the West. But now it’s become our own style.”

Once shaped by the raw, rebellious spirit of American streetwear, the Asian scene began as a remix. But over time, it grew into something much more. Designers from Japan, Korea, South Asia, and beyond started blending global influences with their own heritage, pushing out bold, culture-rich aesthetics that feel both local and universal.

'And it’s not just about style anymore. It’s power. Asian customers are the biggest in the world,” Chooee says. “When you have the volume, you have the voice.”

From Tokyo to Seoul to Ho Chi Minh City, local designers have taken global influences and spun them into something that feels both hyper-local and undeniably universal. The result? A fashion movement that isn’t just following trends — it’s setting them.

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And that voice is loud. Pop-ups, capsule collections, and influencer drops move at lightning speed across Asia — often leaving Western markets scrambling to keep up. Asia’s youth know what they want, and they refuse to wait.

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The Secret Weapon? Social Media.

Platforms like Instagram, TikTok, and Xiaohongshu have completely reshaped the fashion landscape. For emerging brands and underground creators, these platforms are rocket fuel — skipping the traditional gatekeepers and going global overnight.

“That’s how we all connected,” Chooee says. “It’s the most powerful tool we have. If you’re good and you show up, the world watches.”

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Culture is the Currency

Asia’s fashion rise isn’t just about fast trends or fast tech. It’s about cultural dominance.

Think K-pop — the world’s most influential pop phenomenon. Whether it’s BLACKPINK, BTS, or NewJeans, what idols wear on stage becomes what fans wear on the streets. No translation needed.

“You don’t even need to speak Korean to sing the songs — that’s how powerful it is,” Chooee says.

And while Korea sets the pace for pop culture, other players are stepping up. China has unmatched scale. Vietnam is bubbling with fresh creative talent. And Japan? Still the soul of the scene.

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“Japanese brands have this beautiful stubbornness,” Chooee says. “They don’t chase trends. They stay true to their DNA — and that’s what makes them iconic.”

Brands like Comme des Garçons, NEIGHBORHOOD, and Undercover continue to influence new generations with their consistency, craft, and quiet confidence.

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Streetwear Grows Up

Once just tees and sneakers, streetwear is now merging with luxury — and nowhere is this evolution more apparent than in Asia.

“Virgil Abloh changed the game,” Chooee reflects. “Streetwear isn’t ‘cheap’ anymore. It’s elevated. And here in Asia, people get that — and they’re willing to pay for it.”

Luxury streetwear isn’t a contradiction anymore — it’s a category. And in a region where image and identity are everything, the appetite is only growing. For Chooee, the future belongs to the agile. The bold. The culture-led. Not the corporate giants with endless approval loops — but the nimble brands who move fast and speak directly to their community.

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Asia Isn’t Joining the Conversation — It Is the Conversation

This isn’t about catching up. It’s about leading. From innovation to influence, Asia has gone from streetwear student to global tastemaker. And voices like Chooee’s are making sure the world is paying attention.

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