Venue: The Archives (London, UK) | Date: 27th September 2025
Margins United Festival delivered a sold-out night that proved East Asian artists and DJs are reshaping London’s cultural and musical landscape. Hosted at The Archives, the showcase was more than a gig. It was a full-scale cultural celebration that fused music, food, art, and community into one unforgettable evening.
The headliners brought serious star power. Tohji x Loota’s raw, visually striking set cut through the room like a lightning bolt, while Emei charmed with her high-energy, high-school-crush pop vibes. Jax Jones, joined by a crew of friends, flipped the energy into full-on club mode. Only to be followed by the glittering, hyper-stylised world of Kyary Pamyu Pamyu, whose playful pop presence had fans hanging on every note. It was a night that spanned the spectrum: rap, pop, dance, and everything in between.
Few artists embody Harajuku like Kyary Pamyu Pamyu, and her performance was a masterclass in why she’s still such an icon. Tracks like 'Harajuku' transported the crowd straight to Tokyo’s fashion district, complete with vibrant choreography and infectious charm. When she broke into 'Candy Candy' — first released 13 years ago — it felt as fresh and joyous as ever, with the audience singing along word for word.
Where Kyary leaned cute and theatrical, Jax Jones turned the venue into a sweatbox. His set was a party-starter from start to finish, packed with big, club-ready moments that kept the crowd moving. His guests on stage only added fuel to the fire, and his live collaboration with Emei on their new track 'Stereo' proved to be one of the night’s most memorable crossovers.
Currently one of the most visible Chinese-heritage musicians in mainstream pop, Emei didn’t waste a second proving why. Her energy was electric. She promised, “London, you’re not going home without your sweat,” and the crowd eagerly followed her lead. Her set moved seamlessly from her hit 'Irresponsible' to her latest single 'Talk Talk Talk', touching on themes of youth, relationships, and self-expression that hit home with fans. A cheeky cover of 'Call Me Maybe' rounded out a set that was as relatable as it was exhilarating.
Tohji and Loota brought a completely different intensity. Their performance, which had the crowd raving by 7:30pm, crystallised the festival’s rave spirit — hypnotic, chaotic, and euphoric all at once. With trancelike autotune flows layered over pulsating visuals, their set felt less like a concert and more like a shared fever dream, the kind of daring performance that Eastern Margins has built its reputation on.
The supporting acts shone just as brightly. Jianbo captivated with a mesmeric blend of UK garage, grime, modern jazz, and dubstep, while his track 'Chinatown Dreams' resonated deeply with the London audience. Effie injected a jolt of hyperpop energy, spitting sharp-edged bars over glitchy electronics. At one point she asked the crowd to light up the room with their phones, creating an intimate, immersive moment that contrasted beautifully with the unrelenting chaos.
Margins United was more than music. East Asian food vendors, creative market stalls, and even a mahjong booth gave the event the feel of a festival village rather than just a one-off gig. Workshops and community spaces added depth, while the afterparty, powered by an all–East Asian DJ lineup, kept the celebration going until the early hours with a kaleidoscope of genres.
Margins United Festival 2025 proved that this is more than just a platform for East Asian artists. It’s a movement. By merging music, art, fashion, and community under one roof, the festival didn’t just entertain, it united. London has rarely seen such a powerful showcase of East Asian creativity, and if this year’s edition is anything to go by, Margins United is only going to get bigger.
