As the founder of Pulse Events, Luffy Huang is on a mission to bridge cultures through electronic music.
With a career that spans over 15 years in the Asian entertainment industry, including producing more than 100 concerts for K-pop icons like BIGBANG and Girls’ Generation, Huang brings a rare blend of cultural fluency, global strategy, and creative vision to the EDM space.
Since expanding into the U.S. market, he’s been focused on fostering representation for Asian artists and fans alike not just by booking shows, but by curating immersive experiences that celebrate culture through sound, visuals, and storytelling.
From debuting the Thai water festival S2O in New York to co-producing the return of EDC Korea, Pulse Events is quickly becoming a force in global dance music. But beyond the scale of its productions, what sets the brand apart is its purpose: to honor tradition, build community, and shift how Asian culture is represented on the world’s biggest stages.
The Daily Frequency caught up with Luffy to talk about that mission, the challenges of cross-cultural curation, and what’s next for Pulse in the ever-evolving landscape of live music.
Check out the exclusive interview with Luffy Huang below.
DF: Thanks for joining us! From launch until now, tell us about your vision for Pulse in the United States.
Luffy: My vision for Pulse Events in the United States has always been to build a bridge between the East and the West through electronic dance music and live shows. I want to create events that not only entertain but also educate and foster cultural understanding, representing Asian Americans within the dance music scene and promoting cultural diversity and inclusivity. We aim to bring the magic of Asian festival traditions to the U.S., and now, also bring Western artists and experiences to Asia.
DF: You’ve produced over 100 major concerts across Asia for artists like BIGBANG and Girls’ Generation. How did your experience in the K-pop world shape your approach to EDM and the U.S. market?
Luffy: My 15 years working as a TV show and music producer in Asia definitely shaped my approach. While K-pop and EDM are different genres, the experience taught me the importance of meticulous planning, cultural consultation, and attention to detail in production. It also highlighted the dedication of fans and the power of music to bring people together, which is a core principle I apply to all Pulse Events, whether it’s EDM or K-pop.
DF: Pulse has become a cultural bridge between East and West. Beyond your personal cultural ties, why is it so important to you to bring Asian talent to major stages in North America?
Luffy: It’s incredibly important to me because we are seeing more Asian American artists being booked at festivals, which elevates our community and makes it more common to see them on lineups. These artists gain exposure to thousands of fans and a diverse crowd, helping them become more popular and known in the scene. Ultimately, having a diverse lineup enhances the PLUR (Peace Love Unity Respect) mantra that is central to dance music festivals. Beyond that, seeing Asian artists on stage fosters more cultural awareness and acceptance.
DF: What are the biggest challenges you’ve faced when it comes to advancing Asian cultural representation and visibility in the global live music industry?
Luffy: One of the main challenges is balancing respect for traditional culture with innovation, ensuring we avoid over-commercialization or losing the true meaning of traditional elements. Audience acceptance can also be a challenge, as some prefer traditional celebrations while others prefer regular electronic music parties, so we strive to appeal to a diverse audience. Perfecting the venue and decorations to seamlessly blend traditional and modern elements is another hurdle that requires clever design. Lastly, cultural sensitivity is crucial to avoid misunderstandings, ensuring all aspects reflect sensitivity to local culture.
DF: From small shows to massive festivals, you’ve produced events at nearly every scale. What, in your view, makes a live experience truly unforgettable?
Luffy: For me, an unforgettable live experience is created when fans can truly enjoy the music and when we can immerse them in a unique atmosphere. This includes crafting the perfect audio-visual experience, as we do with headliners like SLANDER and Alan Walker, who personally participate in stage design and special effects. It’s also about incorporating unique cultural elements, like the night market and lion dances at Spring Festival, that set our events apart and allow fans to experience something entirely new and special. Seeing fans receive positive energy and take pictures at our cultural installations is truly heartwarming.
DF: Pulse has worked with both K-pop icons and EDM powerhouses like Martin Garrix and Subtronics. Are there specific criteria you look for when booking acts?
Luffy: When booking acts, I always think about who our fans want to see and who the “hot acts” are at the moment. It’s also important that the artists align with our mission to highlight Lunar New Year or other cultural themes if it’s a themed event. I look for artists who are popular in Asia as well as in the U.S. Additionally, I prioritize booking artists of Asian background, like Scott of SLANDER or JVNA, and try to book local Asian support DJs to balance the lineup. Ultimately, the goal is to book artists whose music our fans love and are exhilarated to dance to, creating a joyful vibe.
DF: S2O New York marked a major milestone for Pulse in the EDM festival space. What drew you to bring the iconic Thai water festival to the U.S., and how did you approach adapting it for a New York audience?
Luffy: I was drawn to S2O because it’s the “world’s wettest party” and a massively popular Songkran (Thai New Year) event in Asia, where attendees spray water for good luck. Having observed these unique traditions at festivals in Asia, I wanted to introduce this experience to U.S. fans. New York, being the “crossroads of the world” with people from so many different backgrounds, was the perfect place for S2O’s U.S. debut. We adapted it by focusing on the water-splashing tradition and production elements, transforming The Brooklyn Mirage into a wet wonderland with its unique wraparound LED screen to create a magical experience. We also curated the lineup to appeal to both electro house and progressive house lovers as well as dubstep and bass heads, bringing in artists who have headlined S2O events in Asia to reflect that experience.
DF: Producing shows in different territories and magnitudes is quite the undertaking. From S2O to over 80 EDM shows featuring names like Tiësto, Illenium, and The Chainsmokers, how does your strategy differ when curating such a wide-reaching and diverse event portfolio?
Luffy: While the scale and location may differ, the core strategy remains consistent: bridging the East and the West through EDM and bringing people together for the love of music. For each event, I consider who the audience wants to see and how the artists fit into the specific theme or cultural celebration. For cultural events like Spring Festival, we focus on incorporating authentic cultural elements like night markets and lion dances and try to book artists with Asian backgrounds or strong Asian fanbases.
For events like S2O, the unique cultural tradition of water splashing is the central element. Regardless of the magnitude or territory, we prioritize creating memorable experiences with world-class artists and production. Our mission has evolved from bringing the East to the West to also bringing the West to the East, as evidenced by my involvement with EDC Korea.
DF: Pulse was the official organizer for EDC Korea 2025. Is there more partnerships with Insomniac that fans can look forward to?
Luffy: Yes, one of my main focuses right now is producing EDC Korea, which is returning for the first time in years. EDC Las Vegas is the biggest electronic music festival in the U.S., and the brand will make a huge mark in South Korea this year. I’m very excited for Korean fans to experience the magic. Regarding future partnerships with Insomniac, I can’t say much at the moment, but we are working with a big brand in the U.S.
DF: With fanbases becoming increasingly global and digitally connected, how do you see the future of live music evolving in the next five years?
Luffy: I see a bright future for Asian-inspired dance music events and the live music scene in general. With increasingly global and digitally connected fanbases, I believe we will continue to see more cross-cultural exchanges, with electronic music events serving as platforms to promote understanding and respect between different cultures. There will be a greater emphasis on social inclusivity, encouraging participation from various cultures and communities to break down cultural barriers. Global collaborations will likely increase, promoting Asian culture on the international stage while attracting international artists to interact with and incorporate Asian culture into their art. Our long-term vision at Pulse Events aligns with this evolution, as we aim to continue fostering a sense of community and shared experience while celebrating Asian culture and giving fans a taste of what it’s like to experience shows in Asia.