MINISO and BLACKPINK Jennie unveil pop-up in China

MINISO has partnered with BLACKPINK member Jennie for the first time to promote her solo album "Ruby" with an exclusive pop-up in Shanghai.

This partnership taps into the huge appeal of K-pop among younger audiences worldwide. In a conversation with MARKETING‑INTERACTIVE, a MINISO spokesperson explained that the brand has partnered with Jennie due to her distinctive personal style and strong global cultural influence. "Her ability to naturally shape trends across fashion, lifestyle and youth culture aligns closely with MINISO's design‑forward, interest‑led brand philosophy." 

Through celebrity-driven collaborations, MINISO aims to translate IP influence into interest-based consumption, offering products that combine trend relevance with everyday usability and reinforcing its global lifestyle brand positioning.

Running from 20 March to 19 April, the pop-up is located in the central atrium of Grand Gateway Plaza in Shanghai's central business district. The installation features a red and black colour scheme drawn from the album's visual identity, combining fashion-forward design with retro elements to create an experiential and engaging offline environment.

The collection comprises more than 70 stock-keeping units (SKUs), including accessories, collectables, stationery and everyday items, all developed around the "Jennie Ruby" aesthetic.

First-day sales surpassed RMB 2.2 million, making it the highest-grossing opening day for a MINISO pop-up in 2025 to date, according to MINISO's press release.

This initial momentum forms part of a strategic rollout, whereby the brand launches immersive pop-up and themed store activations to build visibility and cultural resonance, before expanding through coordinated in-store and online releases to meet broader consumer demand.

"By integrating celebrity IP with everyday lifestyle categories, MINISO achieves both strong fan engagement and sustainable retail conversion," added the spokesperson.

To enhance visibility, the collaboration adopts a phased, omnichannel approach designed to balance cultural impact with commercial scalability. It is promoted through a blend of offline retail experiences and digital platforms, including pop-up stores, themed in-store displays, MINISO's official social media channels and WeChat mini programme eCommerce.

"This integrated approach drives awareness, engagement and purchase across multiple consumer touchpoints." 

In addition to the Shanghai pop‑up, the partnership includes a phased nationwide retail rollout across selected MINISO stores, alongside online availability via MINISO's official digital channels, said the spokesperson.

MINISO x "Jennie Ruby" themed stores opened in Beijing and Guangzhou on 21 March, bringing the collaboration to more fans across key cities in China. The themed activations run through 21 April at MINISO LAND Chaoyang Avenue Park Store in Beijing and MINISO's Beijing Road Flagship Store in Guangzhou.

Online sales will launch on 3 April to reach consumers beyond the pop‑up host cities.

Don't miss: Miniso names Chinese boyband Teens in Times as new global ambassador

In another brand move to partner with Asian pop idols and tap into fandom power last year, MINISO tapped Chinese boyband Teens in Times (TNT) as its global brand ambassadors. The appointment aims to deepen engagement with younger audiences and spark cross-market buzz.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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