Nerding out: Local businesses draw up themed cup sleeves and create space for connection

Tue, Mar 4, 2025 (8:23 a.m.)

The day after Valentine’s Day, Cindy Cruz and her daughter Ashley stood behind a booth of originally designed glass tumblers, stickers, phone grips and coasters decorated with members of Korean pop groups BTS and Seventeen. 

A crowd had gathered nearby, milling around several small artists’ tables at Pink Cactus Tea, holding drinks with light pink sleeves as they shopped and chatted excitedly with vendors about the solo tour BTS member Jung Ho-seok, known as J-hope, would be embarking on soon.

Cup sleeve events, like the one hosted on February 15 by the Cruzes, have become a crucial element of fandom culture, and for some local artists, one of the sole ways they can sell their products.

The Cruzes operate Cruz Co-Op, one of several local businesses that organize these events where artists gather to sell merchandise, typically targeting a specific fandom. Hosts design themed sleeves for drinks, and some cafes tweak their menu to create or rename menu items for the event.

In February, there were cup sleeve events held across the Valley nearly every weekend.

Gem Hiltoin moved to Las Vegas from New Mexico in August and has been running a side business creating jewelry, clay magnets and anime-inspired keychains. She started vending at cup sleeve events in 2023 through a friend.

At an event in October, her table was next to Cruz Co-Op, where she told them that she was having trouble finding in-person markets to join. That’s when she was invited to the Cruzes’ “Signed, Sealed, and Bangtan” Valentine’s themed event in February. 

Cup sleeve events and other physical markets allow Hiltoin, who is still trying to establish an online shop, to connect with customers—even ones that may not initially have an interest in her products. She said that cup sleeve events are great because sales improve when people can touch items and chat with the creator. 

“That whole community is just really important to me because I’m at home doing whatever, but actually going to those events and meeting those people who I can relate to really motivates me to make more items,” Hiltoin says.

Ashley Cruz has been drawing for as long as she can remember and recently completed art school in the Bay Area. She and Cindy had been selling art online through Etsy until 2022 when the company increased creator fees by 30%. 

The Cruzes began relying on in-person markets to get their products out there, and in September 2024 they became hosts themselves, starting with a cup sleeve event combining the Twilight franchise and BTS member Kim Namjoon. 

Though Hiltoin and the Cruzes didn’t provide numbers, they both said the money made at these events is decent and at least covers fees related to vending. For them, the important part is meeting customers and creating a safe space for everyone to enjoy their interests. 

The Cruzes don’t plan on stopping anytime soon. They co-hosted another cup sleeve event for all K-pop groups on March 2 with another local artist, and are planning another later this month.

“That’s truly what is the heart of doing all of these events, being able to have a safe space for people to just relax, have fun and enjoy nerding out with other people that love what they love, too,” said Cindy Cruz. “We hope that (people) come to, if not our events, the other events that the other vendors put on, because I’m sure there’s a place for everybody.”