MINISO ignites global fan craze with One Piece-themed collection

Following the launch of its first One Piece-themed collection in 2024, Chinese lifestyle brand MINISO has teamed up with the beloved anime franchise again to launch a new lineup of collaborative merchandise this June.  

The latest collection centres around the theme of ‘Sail into a sea of Joy’, with the product rollout spanning over 70 countries and regions from June, beginning in Hong Kong and Southeast Asia, then rapidly expanding across North America and Australia this summer.  

This collaboration marks a major milestone in MINISO’s super IP strategy, combining product innovation with immersive retail experiences to take fans on a brand-new voyage of fun. 

MINISO’s latest collaboration with One Piece includes over 300 officially licensed products that bring the spirit of One Piece into everyday life and turn fans’ homes into a world of adventure.  

The new collection is inspired by One Piece’s latest Egghead Arc and features updated designs for ten members of the iconic Straw Hat Crew, making it one of the most distinctive and up-to-date licensed collaborations upon release.  

Each product in the collection merges classic character designs with new storylines and other iconic elements from the One Piece universe. Highlights include hugely coveted collectibles such as stylised figurines, acrylic stands, badges, and holographic cards, as well as lifestyle essentials such as water bottles, blankets, plush keychains, blind boxes, slippers, tote bags, phone cases, and umbrellas. 

As part of the global rollout, MINISO is bringing to life the spirit of adventure and dream-chasing to the heart of the hugely popular manga franchise with a series of immersive themed activations around the world.  

The global tour kicked off with a big splash this June at MINISO’s first-ever One Piece pop-up in Hong Kong’s Mong Kok district. Continuing on in Southeast Asia, immersive pop-ups at Singapore’s Plaza Singapura and Bangkok’s Central Ladprao featured giant character installations, interactive photo zones, and exclusive product debuts.  

Other offline events included a themed store at Sunway Velocity in Kuala Lumpur and a nationwide series debut at Central Park Mall in Jakarta. Running through August, these locations offer a wide selection of exclusive items such as themed accessories and collectible figurines that turn each location into a vibrant fan destination. 

The North American debut will take place on 26 July at Tangram, Flushing, New York, marking the first-ever One Piece pop-up in the US based around a ship cabin design, the store will feature a 20-foot-tall sail installation and life-sized standees of all 10 members of the Straw Hat Crew.  

The pop-up will also offer fans over 150 exclusive products across a range of categories inspired by the latest Egghead arc alongside a full program of immersive offline events. 

Looking ahead, MINISO will continue to roll out a series of new products and throughout 2025. While rooted in collectible culture, the collaboration goes beyond traditional merchandise, integrating popular IP design into a comprehensive range of lifestyle essentials. Together, these reflect MINISO’s commitment to high-quality and design-driven products at accessible prices that enable consumers to share its “Life is for fun” philosophy.

MARKETING-INTERACTIVE has reached out to MINISO for more information.

Don't miss: MINISO unveils Stitch-themed flagship store to engage wider audience

In fact, MINISO has long been championing IP partnership, engaging with global fans through product innovation in the new era. Back in April, MINISO unveiled a Stitch-themed flagship store in Hong Kong which saw over 150 Stitch fans gathering outside the shop for a chance to take home the limited-edition blind box collection. 
 
As one of Disney’s most beloved characters, Stitch is a globally popular IP – one of the many IPs to collaborate with MINISO as part of MINISO’s Super IP strategy. The Super IP strategy is part of MINISO’s focus on the growing trend of interest-driven consumption, bringing more popular IPs to an ever-wider audience around the world. 
 
In a conversation with MARKETING-INTERACTIVE earlier, a spokesperson from MINISO said this initiative is built on the long-term IP partnership between the brand and Disney. For example, the brand previously launched products in the US featuring MARVEL. “As Stitch is an evergreen IP, consumers have a deep impression surrounding the character. This initiative shows MINISO’s capability in transforming a mature IP into an immersive experience.” 

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