Inside hhemp.co’s Culture-First Takeover at the Industry’s Biggest B2B Event
The CHAMPS Trade Show 2025 in Las Vegas wasn’t your average cannabis expo. This year, the event became a living mixtape—where hip-hop collided with hemp innovation in a way that changed how buyers, brands, and culture interact on the show floor.
At the heart of the action? Hemp World, a dynamic, music-driven booth experience brought to life by hhemp.co, designed to engage both retailers and influencers in a whole new way.
A Show Floor That Felt More Like a Festival
Held July 23–26, CHAMPS 2025 set a new bar for what cannabis trade shows could look like. The floor buzzed with energy from performances by hip-hop legends like Twista, Curren$y, LaRussell, and Fortunate Youth—all woven seamlessly into a retail buying environment.
hhemp.co’s Hemp World at Booth 7001 wasn’t just a booth—it was a cultural hub. With live shows, surprise celebrity appearances, and unreleased product drops, it became a destination within the show.
Celebrity Appearances & Exclusive Drops
The buzz reached new levels when Grammy-winning rapper Lil Baby showed up to film content for his upcoming Wham hemp line, powered by Litty Flower Shop. hhemp.co also teased exciting collabs, including a Runtz × Litty partnership with co-founder Yung LB.
The activation wasn’t just hype—it was strategy. These moments were engineered to draw foot traffic, social content, and buyer attention all in one shot.
Bridging Culture and Compliance
Dr. Bao Le, CEO of hhemp.co, explained the mission clearly:
“We wanted buyers to feel the culture, not just read a price sheet.”
This approach came through in every element of Hemp World—from product education to stage performances. And beyond the flash, serious partnerships were in the works, like a High Times × RAW × hhemp.co collab set to launch in Q4 2025, focused on quality, compliance, and cultural relevance.
Why This Matters for Retailers & Buyers
- Brand storytelling is evolving. Customers aren’t just shopping for products—they’re buying into a lifestyle.
- Live events move product. In-person moments like CHAMPS are becoming the new frontier for buyer engagement and brand discovery.
- Strategic collabs drive attention. Whether it’s RAW, Runtz, or High Times, joint ventures are how modern hemp brands break through the noise.
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