How Toki Whisky Built The Ultimate Soccer Listening Lounge at the Hypebeast Cup Pop Up

There was a steady buzz around 430 West Broadway Thursday night, June 25 as guests got an early look inside the Hypebeast Cup pop-up in NYC. What could have easily felt like another tournament activation instead landed somewhere between a listening lounge, retail destination, and community hangout. It was an environment built to encourage people to stay awhile rather than simply pass through. Toki Suntory Whisky was a constant presence throughout the evening. The brand helped shape the atmosphere of the space through its Hi-Fi Lounge, cocktail program, and permanent display of the limited-edition Toki Whisky Soccer Jersey. Designed as a reflection of Tokyo’s cityscape, craftsmanship, and streetwear culture, the jersey quickly became one of the night’s biggest conversation starters. One hundred attendees left with a jersey of their own, while the display remained on view for visitors throughout the pop-up’s run.

The night also doubled as a watch party for Japan’s final group-stage match against Sweden, which ended in a 1-1 draw. The result gave the room an added layer of tournament tension, naturally tying the evening’s Japanese-inspired details back to the action on screen. Music played an equally important role. DJ JP Solis kept the room moving with a vinyl-forward set as guests drifted between the lounge, simulator, retail displays, and viewing areas. The result felt like a natural collision of soccer, design, music, and contemporary culture.

The food and drinks carried the same approach. The signature Toki Highball—a crisp and refreshing combination of Toki whisky, soda water, and grapefruit peel—served as the drink of choice for much of the evening, while the Yuzu Citrus Spritz and Ginger Lychee Mule offered refreshing non-alcoholic alternatives. Small bites including Tuna Tataki on nori crisps, Beef Yakitori skewers, and Miso-Glazed Eggplant over crispy rice brought classic Japanese flavors into the mix without overwhelming the experience.

Hypebeast Cup Pop Up 430 West Broadway New York, New York 10012 Monday – Saturday 11a- 7pm Sunday – 11am – 6pm Fourth of July: closed

DISCLAIMER:We discourage irresponsible and/or underage drinking. Drink responsibly and legally.