Miniso Starts Global Pop-Up Tour with Lisa Featuring 70 Products

Miniso opened a global pop-up tour in Bangkok on September 1 with K-pop star Lisa. The rollout introduces more than 70 co-branded products across Asia and the Americas. It follows a 22.4 per cent jump in first-half revenue as the retailer expands its international store network.

The lineup spans apparel, bags, blind boxes and lifestyle accessories. Central to the range is the YoYo x Lisa Collection Vinyl Plush Surprise Box series. That line pairs the artist’s brand directly with Miniso’s proprietary character IP, YoYo.

Tour Schedule and Asian Locations

Bangkok’s IconSiam shopping complex hosted the debut before the tour heads to East Asia. The next activation opens at Omotesando Hills in Tokyo, running from September 11 to October 5.

Three flagship pop-up locations in Beijing, Shanghai and Shenzhen will open simultaneously on September 12. Jakarta hosts the final Southeast Asian stop in October.

Beyond Traditional Licensing

Merchandise strategy is shifting across the business. Instead of relying purely on third-party entertainment licenses, the chain couples its proprietary IP with celebrity partnerships. The approach aims to lift average selling prices and drive foot traffic into physical stores.

For mall operators and rivals, the push raises competition for temporary space. Pop-up formats let Miniso test local demand and build shopper volume in prime retail corridors without immediate long-term lease commitments.

Americas Rollout Follows Revenue Gains

Financial results reported last month showed a 22.4 per cent revenue increase for the first half. Growth was driven by performance across mainland China and international markets.

Overseas expansion follows the Asian run, with pop-up locations opening across the United States and Mexico in November.