February 21, 2025
SINGAPORE – Sneaker Con SEA is back in Singapore for its third year, nearly doubling in size from the 2024 edition which attracted more than 17,000 attendees.
Taking over Halls E and F at Sands Expo & Convention Centre on Feb 22 and 23, the sneaker extravaganza brings together the hottest brands, top creators and new addition GastroBeats Takes The Streets, a non-ticketed food zone with 15 street food vendors.
Like the previous edition held at Resorts World Sentosa, The Marketplace will feature global heavyweights such as American media and sneaker company Culture Kicks, local sneaker retailer Limited Edt and home-grown streetwear icon SBTG, alongside exclusive collaborations and brand activations.
Meanwhile, the Trading Pit remains the heartbeat of Sneaker Con SEA, where sneaker collectors, resellers and casual fans can buy, sell and trade their prized kicks in real time.
Attendees can expect live basketball challenges, a built-in skate park right in the middle of the convention floor and panel discussions featuring some of the biggest names in sneaker and streetwear culture.
Headliners include veteran American sneaker designer Steven Smith, Singaporean custom sneaker artist Mark Ong – also known as Mr Sabotage – home-grown toy designer Lester Lim and Japanese adult-film-star-turned-streetwear designer Rae Lil Black.
For those looking to score big, every Sneaker Con SEA ticket comes with a chance to win exclusive prizes, with premium-admission ticket holders getting access to even bigger giveaways. The 40 For 40 stage game, a fan favourite from past editions, will also be back, putting attendees in the hot seat for sneaker and streetwear prizes.
Tickets are priced at $35 (general) and $55 (premium) and include free entry to nightclub Marquee Singapore at Marina Bay Sands on Feb 22. Buy them at sea.sneakercon.com
The Straits Times catches up with three streetwear personalities appearing for the first time at Sneaker Con SEA 2025, the first lifestyle event under the collaborative partnership of intellectual property developers O4X and SPH Media.
Toying with success: Dyslexic artist who created a toy that keeps selling out
You can spot a Lester Lim creation from a mile away.
The Singapore artist’s signature aesthetic – an endearing character named Jelilo that looks like a cross between a deep-sea explorer and an intergalactic jellyfish – has made him one of the most exciting up-and-coming names in the local designer toy scene, with every release selling out faster than he imagined.
His rise in the designer toy world has been nothing short of remarkable.
Growing up in Redhill as the younger of two boys in a family where both parents were janitors, studying was not exactly his strong suit.
“I was quite the problem child because of my studies, and I always got into trouble,” confesses the 54-year-old, when he met The Straits Times for an interview earlier in February.
Back then, dyslexia was not widely recognised, so he never understood why he found reading and writing so difficult. But he found solace in art. It was the one thing that kept him enrolled, as he was frequently selected to represent his school in art competitions.
But formal education never felt like the right fit, and at 16, he dropped out of school to become a movie poster apprentice, earning $400 a month hand-painting massive posters for international blockbusters such as King Kong Lives (1986) and Poltergeist II (1986).
“It was a tough time,” he recalls of the 1980s. “The masters who taught us were very old-school. They weren’t exactly polite. Sometimes, they’d throw things at you.”
But just as he was honing his craft, digital printing arrived, rendering his skills obsolete almost overnight.
With no O-level certificate and no clear direction, he eventually pivoted to graphic design while juggling odd jobs.
“Breaking into the industry without formal qualifications wasn’t easy,” he says. “Rejection after rejection made me question if I was on the right path. Just when I was about to give up, (local graphic design house) D’Art Studio took a chance on me.”
That opportunity changed everything.
Lim worked relentlessly, eventually earning a spot at Nanyang Academy of Fine Arts through a portfolio interview at age 24.
He graduated with a part-time certificate after two years, and climbed the ranks to become an art director at an advertising agency. He co-founded his own design house, Creaxis Design, in 1999 with creative director Marc Grigoroff and Lim’s wife Yang, who is also a visual artist and toy designer.
Without prior business experience, Lim learnt everything on the go – from meeting clients to leading teams to managing operations.
The studio thrived for two decades, winning more than 25 international awards like the New York-based Muse Creative Awards, and representing clients such as Japanese imaging giant Canon and local river cruise company WaterB.
“But by 2015, I felt creatively drained. I had spent years bringing others’ visions to life and longed to create something truly my own,” Lim says.
In 2020, he closed the business to pursue his passion for art full time under the name Lesdoublewood, a clever nod to his heritage. In Chinese, his surname “Lim” (林) is composed of two “wood” (木) characters, which inspired him to create a moniker that playfully reflects his identity and artistic vision.
Lim’s transition into toy design started in 2019 when he launched collectible toy robot Obot at the Thailand Toy Expo with his wife and two colleagues.
The debut caught the attention of Hong Kong toy company ZCWO, which saw potential in his designs and invited him to collaborate.
During their discussions, Lim shared sketches of a new character he had been working on – Jelilo.
A quirky yet resilient figure, it was inspired by his daughter, who had been bullied in secondary school for being dyslexic. It was through her diagnosis that Lim realised he had lived with undiagnosed dyslexia.
The experience was a revelation and, in many ways, Jelilo became a deeply personal project.
“She insisted it had to be cute,” Lim says with a laugh, recalling how his now 21-year-old daughter, an only child, played a key role in shaping the toy’s signature look.
The figurine was set for production, but then the Covid-19 pandemic hit, shutting down factories and leaving Lim with only digital images of Jelilo.
The toy company encouraged him to launch pre-orders on his website gagatree.com, but he hesitated. “I thought, who would buy a toy they couldn’t even see in real life?” he says.
Still, he took the leap – and woke up the next morning to an unexpected reality. “When I checked my phone the next day, I was shocked – the order list was full. People had actually paid for it,” he recalls.
All 100 pieces, then priced at $95, sold out in three days in February 2020.
With every subsequent release, the pattern repeated itself. His second creation, the same design in a different colourway, launched in March that year was also snapped up. And even when he increased production for a pink version of Jelilo – this time producing 300 pieces – he still could not keep up with demand.
“The factory could fulfil only 200 orders, so we had to refund some customers. I got plenty of angry messages,” he recalls.
Today, Jelilo is a full-fledged collectible, available online at gagatree.com and at local toy and collectible store ActionCity Bugis at Bugis Junction, with prices ranging from $95 for the smaller figures to $115 for the larger ones. His customers span Singapore, Hong Kong, the United States and Europe, with Japan emerging as an unexpected market.
In many ways, toy collecting mirrors sneaker culture – limited releases, dedicated communities and the thrill of finding a rare piece.
Despite Jelilo’s international presence, Lim is candid about the challenges of being an independent artist in Singapore. While he has been fortunate to collaborate with established brands – including projects with local cruise liner Genting Dream, home-grown electronics company Creative Labs and Japanese fashion label Uniqlo – recognition at home remains an uphill battle.
“Singapore has a small market for independent artists,” he says. “Unlike in places like Thailand, Hong Kong or Japan, where local collectors actively support home-grown talent, Singaporeans tend to look internationally.”
The toy industry itself has also evolved, according to Lim. “Companies like Pop Mart initially championed Hong Kong artists, but have since pivoted to promoting their own Chinese creators. Similarly, Singapore-based companies tend to prioritise global names over local artists. This means we have to work even harder to gain recognition.”
His tie-up with Sneaker Con SEA 2025 marks a major milestone, as he sees it as a chance to introduce Jelilo to a new audience of collectors and street culture enthusiasts.
There will be a showcase of his artwork at the event, where he will unveil the latest pirate-themed edition of Jelilo, called Seadog ($115).
As he continues to push the boundaries of toy design and storytelling, Lim remains unwavering in his vision. “Art has never been about trends – it’s about telling stories, creating connections and staying true to my vision. And as long as there are stories to tell, I’ll keep creating.”
Second act: Adult film star reinventing herself through streetwear
Rae Lil Black’s image flickers to life on Google Hangout and, for a moment, it is almost jarring how different she looks from her notorious persona on the internet.
Dressed in an oversized hoodie, the Bangkok-based adult film actress, whose real name is Kae Asakura, settles in for the interview with ST with an easy smile.
“I love T-shirts,” she says, adding that one of her favourite labels is American streetwear brand X-Large. “I don’t need to impress people with my body. I show it because that’s what I get paid for. But if I’m not getting paid, why should I?”
At just 27, Rae has already lived multiple lives in the public eye. Over the past few years, she has successfully reinvented herself not just as a streetwear designer, but also as a voice for resilience and self-reclamation.
From collaborating with fashion brands to landing a spot at non-profit conference TEDxBangkok in 2024, she has reclaimed her own narrative, proving that reinvention is possible.
Born in Osaka, Rae moved to Germany for her studies, earning a law degree while struggling to stay financially afloat. She eventually made the controversial decision to enter the adult film industry in the US in 2017 – a move that catapulted her to global infamy, but also came with a price she never anticipated.
What began as a means to an end quickly turned into an inescapable identity. Online trolls flooded her inbox with hateful messages and the constant barrage of negativity took its toll on her.
At the TEDxBangkok talk, Rae opened up about the darkest period of her life. “I couldn’t get out of bed,” she recalled. “At some point, my weight dropped to 36kg. I had no energy to do anything.”
But amid the attention, she saw an opportunity. If the world was going to recognise her, she might as well take control of how she was seen. Across X, Instagram, TikTok, and YouTube, she boasts a combined social media following of 4.1 million.
Her first venture into business in 2017 came in the form of streetwear. With an audience eager to support her, she launched her own line of merchandise, starting with a simple T-shirt and hoodie featuring her custom logo – a design crafted by Indonesian artist Mfaxii, inspired by black metal bands.
The demand was overwhelming. Her initial run of 150 pieces sold out within hours, a clear sign of her growing influence. But what should have been a financial windfall turned out to be a lesson in business logistics.
“I was doing all the packaging and shipping myself, with my mum helping out,” she tells ST. “It was mostly international orders and I had no idea shipping would be that expensive. In the end, I barely made any profit.”
Soon, brands began approaching her for collaborations. In 2023, she teamed up with Thai streetwear label V.A.C. for a limited-edition capsule collection, marking her first official foray into co-branded merchandise.
Despite her modest input, the collection flew off the shelves. The streetwear industry’s embrace of Rae comes as no surprise – after all, it has long been a space that thrives on rebellion, reinvention and unconventional career paths.
Today, Rae, who is single, finds herself both celebrated and vilified in equal measure. But unlike the girl who once crumbled under the weight of public scrutiny, she is stronger, more sure of herself and far less concerned about what others think.
“For me, it doesn’t matter any more, because you can’t please everybody,” she says with a shrug.
The last adult film she shot was in July 2024 and, for now, she has no plans to return to the industry.
She earns her income primarily as a live streamer and gamer, spending hours engaging with her fan base online. It has become a reliable source of income, allowing her to unwind with a good book between sessions.
Her personal life has also been the subject of speculation. Rumours have swirled about her conversion to Islam, but she has denied them, clarifying that she is in the process of learning about the religion.
Her latest T-shirt collaboration with Sneaker Con SEA 2025 marks her biggest step yet into the world of streetwear. Unlike her previous projects, where she played more of a consultative role, this time she had 100 per cent creative control and “came up with the idea”.
“I worked closely with the team to make sure every detail felt right. We went through a few different concepts, tweaking graphics and materials until we landed on something that felt just right. This is the best merch I’ve ever launched. I’m so happy with how it turned out.”
She will attend a meet-and-greet session at Sneaker Con SEA, along with an autograph session.
Spending just three days in Singapore, she has a packed schedule. But she has already carved out time for something she is truly excited about: muay thai.
“I don’t really do nights out and I’m not interested in shopping,” she says matter-of-factly.
As she continues to carve out her space in the streetwear world, she remains tight-lipped about her next big project – an undisclosed collaboration with a Thai streetwear brand, this time for charity.
And if there is one thing she is certain about, it is that she would not change a thing about her past.
“Everything happened for a reason. It brought me here,” she says.
Sole success: How sneaker powerhouse Culture Kicks built a million-dollar business online
The sneaker game has always been about more than just shoes.
Few understand this better than Americans Alex Lotier, 27, and Chase Young, 29, the dynamic duo behind Culture Kicks, a Philadelphia-based media and sneaker company that skyrocketed to success in just a few years.
But before Culture Kicks became the powerhouse it is today, it was just an idea – one that started with Mr Young’s decision to walk away from a stable career in the pharmaceutical industry.
“The compensation was great and, on paper, it looked like a solid career path. But deep down, I wasn’t passionate about it,” he admits to ST in an e-mail interview. “I felt in my soul that there was something more I needed to do.”
That “something” turned out to be sneakers – his lifelong passion. Mr Young had always been immersed in the culture, buying and selling shoes as a side hustle. But it was not until the early days of the pandemic – when people were re-evaluating their careers and entrepreneurship content flooded his social media feed – that he realised he could turn his love for sneakers into something real.
He took the leap in May 2020, launching the Culture Kicks Instagram page as a way to connect with other sneaker enthusiasts. Instead of just flipping shoes, he wanted to build a brand – a legitimate, high-quality platform that was more than just another sneaker marketplace.
The moment that solidified his decision came in December 2021, when the Air Jordan 11s Cool Greys from American sportswear company Nike dropped. That month alone, he made US$30,000 (S$40,290) in profit just from reselling that one model.
“That number was way higher than what I was making at my corporate job,” he recalls. “That was the moment I realised this was a real business with serious potential.”
But to take Culture Kicks to the next level, he needed a reliable partner – and that was when he met Mr Lotier, then a sales manager at Scandinavian sporting equipment distributor Sports Connection. Recognising their shared ambition, they joined forces in 2020, combining their resources, industry knowledge and connections to scale the business.
They started small, selling sneakers and T-shirts out of their friend’s gym and setting up roadside pop-ups. Every drop sold out, and within a few months of working together, they were pulling in US$50,000 a month.
On days off, their grind continued in a basement – packing orders, managing customer inquiries and growing their social media presence.
“Back then, we were running 24/7 just to keep the lights on and find ways to grow,” says Mr Young.
“One of the biggest challenges was figuring out how we could properly scale. You see companies like StockX, Goat, eBay and Stadium Goods all growing at massive levels, but even though we were in the same industry, our business model was different. There was a lot of scepticism – both from the outside and even internally at times – about whether we could make it work. But we kept pushing, refining our approach and focusing on what made us unique.”
Their relentless hustle paid off. Today, Culture Kicks is a multi-million-dollar business, with the majority of its sales coming from e-commerce and live selling.
“That’s really what allowed us to scale so rapidly – we don’t have a bricks-and-mortar location, so every single sale has come virtually,” says Mr Young, adding that they have clocked more than 250,000 sales transactions.
Another key part of Culture Kicks’ success comes from its engaging content, which revolves around buying new or used sneakers directly from users. Setting up a booth, it attracts long lines of sneaker heads eager to sell their wares. The duo negotiate prices on the spot, turning each transaction into compelling entertainment.
The company launched its own merchandise in January 2024 and sneaker line in September that same year.
“A major focus for us now is scaling our own brand. I’m proud to say that we just hit the 10,000 sales transaction mark,” says Mr Young.
Their online community is thriving, with a one-million-strong following on Instagram. Collectors, sellers and sneaker enthusiasts tune in daily to catch their latest drops and insights into sneaker culture.
The highest-priced sneaker sold through their platform? US President Donald Trump’s first pair of sneakers, with gold high-tops and American flag logos, which went under the hammer for a whopping US$9,500 at an auction in February 2024.
When it comes to long-term investments, Culture Kicks predicts that Travis Scott x Air Jordan 1 collaborations will remain a safe bet due to the American rapper’s enduring influence on sneaker culture.
Beyond hype collaborations, rare Nike SB Dunks, early Air Jordan Player Exclusives and ultra-limited designer collaborations from luxury fashion brands like Louis Vuitton and Dior continue to command strong resale value.
South-east Asia is one of the fastest-growing sneaker resale markets, and Culture Kicks sees major potential in the region.
“Unlike in the US or Europe, where sneaker culture has been shaped largely by basketball and hip-hop, South-east Asia has a diverse mix of influences – everything from streetwear and music to regional subcultures and even luxury fashion,” says Mr Young.
“Big brands are starting to recognise the region’s importance, and we’re already seeing exclusive regional releases that drive demand. Resellers who can tap these niche markets will have a major advantage.
“In Singapore specifically, I see the resale market becoming more structured and professional. With its strong resale culture, high volume of international buyers and world-class logistics, it could easily position itself as South-east Asia’s sneaker resale capital.”
Which is why Culture Kicks is looking forward to its upcoming appearance at Sneaker Con SEA 2025, where it will host a meet-and-greet and offer on-the-spot sneaker buyouts – giving attendees a chance to sell their kicks directly to the team.
“There’s always that one person who pulls up in something insanely rare, and that’s part of what makes Sneaker Con so special – the culture, the energy and the passion for sneakers all in one place,” says Mr Young.
Book It/Sneaker Con SEA 2025
Where: Halls E and F, Sands Expo & Convention Centre, 10 Bayfront Avenue
When: Feb 22 (11am to 9pm) and Feb 23 (11am to 8pm)
Admission: $35 (general) and $55 (premium) from sea.sneakercon.com