One Chinese fan says the rapper's songs provide a sense of strength."His lyrics possess depth. He encourages Chinese creators to diligently study and create. Everyone can use rap to express themselves."

88rising is also extending its influence to what young people wear and watch. Wong emphasizes that it is not just a music label, but a youth culture brand. In addition to music, 88rising collaborates with Chinese creatives in fields like fashion design, illustrative arts, and exhibitions.

"Much like our Head in the Clouds festival, it's not just about the singers. Our stage design and cultural and creative products were all collaborative efforts between our team and other creative talent," Wong says.

"By bringing together these diverse fields of art, we aim to generate a greater creative force to represent our country's culture, and take it even further. This, indeed, is our goal and duty."

Yan Bingjie contributed to this story.

Contact the writer at xingwen@chinadaily.com.cn