For the month of June, we’ll be looking at culinary storytelling as a map of identity, migration, and innovation. We’ll delve into how taste connects the local to the global, the past to the future, and juicy stories to mouthwatering insights.
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Sometimes it feels extra brave to make missing the beat the point, maybe the real question isn`t who`s on the beat, it`s who`s bold enough to combine the things that shouldn`t fit.
That`s the bet Jordan Brand (@jumpman23) made this summer. It brought Chace (@chacesound) and street-dance crew X-Crew (@xcrewcn) together to remix "Shine On Us," building the choreography around the offbeat and turning it into a new MV: a cross-scene collaboration Jordan set in motion to get different creative communities talking to each other. On May 31, the two took it live at the 2026 Changsha Strawberry Music Festival, two scenes that don`t obviously belong to a basketball-sneaker brand, sharing one moment.
That mismatch is the off-beat: connect the things that aren`t supposed to go together, and you open a cultural boundary instead of breaking a rule. For Jordan, that`s the whole point: a community-led platform built to keep reimagining culture, not define it. It`s also how a lot of Chinese youth culture forms now: at the seams between scenes, not inside established lanes.
Comment ”RADII” below to join our newsletter and never miss content like this again.
#radii #radiimedia #Jordan #Chace #ShineOnUs
Sometimes it feels extra brave to make missing the beat the point, maybe the real question isn`t who`s on the beat, it`s who`s bold enough to combine the things that shouldn`t fit.
That`s the bet Jordan Brand (@jumpman23) made this summer. It brought Chace (@chacesound) and street-dance crew X-Crew (@xcrewcn) together to remix "Shine On Us," building the choreography around the offbeat and turning it into a new MV: a cross-scene collaboration Jordan set in motion to get different creative communities talking to each other. On May 31, the two took it live at the 2026 Changsha Strawberry Music Festival, two scenes that don`t obviously belong to a basketball-sneaker brand, sharing one moment.
That mismatch is the off-beat: connect the things that aren`t supposed to go together, and you open a cultural boundary instead of breaking a rule. For Jordan, that`s the whole point: a community-led platform built to keep reimagining culture, not define it. It`s also how a lot of Chinese youth culture forms now: at the seams between scenes, not inside established lanes.
Comment ”RADII” below to join our newsletter and never miss content like this again.
#radii #radiimedia #Jordan #Chace #ShineOnUs
...
Turns out the hardest part of buying bubble tea in China isn`t picking the flavor. It`s deciding whether the packaging is too pretty to throw away.
A whole corner of RedNote is now dedicated to people filing away empty cup sleeves and takeout bags like trading cards. Brands like CHAGEE, Luckin, and HEYTEA saw it coming, turning packaging into limited-edition art.
You might wonder why people are into this now, unlike Labubu or Pokémon cards, there`s no resale value or payoff. Everyone knows it`s disposable paper. But maybe collecting something deliberately worthless is the quietest flex of all.
#radii #radiimedia #milktea #chinesefood #chagee
Turns out the hardest part of buying bubble tea in China isn`t picking the flavor. It`s deciding whether the packaging is too pretty to throw away.
A whole corner of RedNote is now dedicated to people filing away empty cup sleeves and takeout bags like trading cards. Brands like CHAGEE, Luckin, and HEYTEA saw it coming, turning packaging into limited-edition art.
You might wonder why people are into this now, unlike Labubu or Pokémon cards, there`s no resale value or payoff. Everyone knows it`s disposable paper. But maybe collecting something deliberately worthless is the quietest flex of all.
#radii #radiimedia #milktea #chinesefood #chagee
...
RADII recently dug deep into the crowds at @chunyoufestival , one of China`s most beloved grassroots music festivals, where @marshall also brought an immersive brand experience to attendees. We asked everything from "Why are you wearing that?" to "Hey, how`s the sound?" 🔊 Their answers might surprise you!
#radii #radiimedia #marshall #chunyou #chengdu
RADII recently dug deep into the crowds at @chunyoufestival , one of China`s most beloved grassroots music festivals, where @marshall also brought an immersive brand experience to attendees. We asked everything from "Why are you wearing that?" to "Hey, how`s the sound?" 🔊 Their answers might surprise you!
#radii #radiimedia #marshall #chunyou #chengdu
...
Ask anyone to name the world`s most dangerous sports and BMX comes up every time. And Jordan agrees.
So they built the riders a clinic. Enter 承脉堂 (chéng mái táng), "a healing house that carries forward the pulse of wellness": a full Traditional Chinese Medicine experience dropped into the heart of Shanghai, created by local agency @uglycreativeinc and @jumpman23 Brand for @nigelsylvester `s Brick After Brick campaign.
Think of it as a place where you can get your pulse read before or after a ride, have your back worked on, pick your own herbal 香囊 (sachet) from the medicine cabinet once you`ve recovered, and leave with some massage oil and herbal tea to take home. Across six booths each marked with its own custom character: 心 heart, 药 medicine, 筋 tendon, 骨 bone, 茶 tea. Riders move through a clinic built entirely for them.
The whole visual system was built with designers Desiree Niu and Qiong Ye alongside Ugly`s Echo Sheng.
This is what cultural fluency looks like when it`s actually done right. TCM handles the healing. Jordan holds the space. BMX keeps it rolling.
#radii #radiimedia #JordanBrand #BMX #NigelSylvester
Ask anyone to name the world`s most dangerous sports and BMX comes up every time. And Jordan agrees.
So they built the riders a clinic. Enter 承脉堂 (chéng mái táng), "a healing house that carries forward the pulse of wellness": a full Traditional Chinese Medicine experience dropped into the heart of Shanghai, created by local agency @uglycreativeinc and @jumpman23 Brand for @nigelsylvester `s Brick After Brick campaign.
Think of it as a place where you can get your pulse read before or after a ride, have your back worked on, pick your own herbal 香囊 (sachet) from the medicine cabinet once you`ve recovered, and leave with some massage oil and herbal tea to take home. Across six booths each marked with its own custom character: 心 heart, 药 medicine, 筋 tendon, 骨 bone, 茶 tea. Riders move through a clinic built entirely for them.
The whole visual system was built with designers Desiree Niu and Qiong Ye alongside Ugly`s Echo Sheng.
This is what cultural fluency looks like when it`s actually done right. TCM handles the healing. Jordan holds the space. BMX keeps it rolling.
#radii #radiimedia #JordanBrand #BMX #NigelSylvester
...
Somewhere in Ningbo, 2,000 strangers sat down at school desks and tried to secretly eat congee without getting caught. The winner took home a single grain of gold rice.
This is Ningbo Global Yintai: the mall that`s been going viral on Chinese social media for hosting the most absurdly wholesome competitions you`ve never heard of. Sunflower seed cracking. Blindfolded screw tightening. An auction for ugly things. All free and open to anyone.
At a time when China has 125 million single-person households and "third places" are disappearing worldwide, one mall in Zhejiang figured out what people actually need: a reason to show up, even if it`s just to crack some Sunflower seed with 2,000 other people.
#radii #radiimedia #ningbo #chinese #xiaohongshu
Somewhere in Ningbo, 2,000 strangers sat down at school desks and tried to secretly eat congee without getting caught. The winner took home a single grain of gold rice.
This is Ningbo Global Yintai: the mall that`s been going viral on Chinese social media for hosting the most absurdly wholesome competitions you`ve never heard of. Sunflower seed cracking. Blindfolded screw tightening. An auction for ugly things. All free and open to anyone.
At a time when China has 125 million single-person households and "third places" are disappearing worldwide, one mall in Zhejiang figured out what people actually need: a reason to show up, even if it`s just to crack some Sunflower seed with 2,000 other people.
#radii #radiimedia #ningbo #chinese #xiaohongshu
...
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