Cannabis culture spotlight: @sundae.school. In our industry, it’s so fucking rare to find a brand that just gets it. Sundae School always had my attention, even in their infancy. There was something a little off about them and it was just the right amount to keep me engaged.

One of my oldest sister’s best friends is Korean and she really put me on game when I was a little girl, explaining that Korea is often years ahead of the fashion industry.

Korean, Japanese and Taiwanese fashion sense is so tight to me – they just put shit together differently and each look is so effortless.

With the emergence of K-pop in popular culture, Koreans have widened their reach even more-so as of late and captured new audiences. Headlining at Coachella and fostering fandom has propelled them to grow at an undeniably rapid rate.

AAPI representation in cannabis culture is few and far between. Mar, my boyfriend of Japanese and Filipino descent, pointed it out to me when he came on board two years ago noting that he and I were the only ones from AAPI in the entire company.

I love seeing Sundae School embrace their cultural identity and embed it so deeply in everything they do – product flavors, merch and creative direction.

They command a high price point for merch because of their esteemed reputation, with $100 boastful button ups and marvelous minhwa mesh tattoo two-piece sets.

Last year’s movement around AAPI pride ignited something inside me – my people took strong stands against injustices and it was one of the most beautiful things ever.

I’m a proud Filipino woman and it is so amazing to see brands in the cannabis space own this AAPI voice in such a fucking fire way! Salute to Sundae School. I see you and excited to come up with you.

The mission written by Sundae School

Sundae School is a craft cann@bi$ brand and a smoke₩ear label born in Seoul and raised in California. We imagine an alternate green, hazy universe where God in her highest inhales and exhales to create the world. Our mission is to globalize by serving great, reliable highs and illustrating narratives that contextualize and de-stigmatize the plant.