MINISO's BLACKPINK THE GAME pop-up brings global IP strategy to Indonesia

MINISO is set to expand its intellectual property (IP) strategy with a limited-time BLACKPINK THE GAME pop-up store in Jakarta, running from 3 to 13 April at Mall Summarecon Kelapa Gading. This activation signals the brand's growing emphasis on K-pop-driven retail experiences, tapping into Indonesia's enthusiastic fan culture.

The launch of the BLACKPINK THE GAME collection in Jakarta underscores MINISO's broader play in the Southeast Asian market, where K-pop's influence extends beyond music into fashion, merchandise, and lifestyle branding.

With over 400 exclusive SKUs, including streetwear, accessories, and collectibles inspired by BLACKPINK, the pop-up aligns with MINISO's Super IP strategy, which has seen collaborations with over 150 global brands.

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Indonesia's deep-rooted K-pop fandom presents a lucrative opportunity for retail brands looking to merge entertainment with commerce. By introducing a limited-time experiential retail format, MINISO aims to not only drive sales but also strengthen its positioning as a lifestyle brand attuned to pop culture trends.

"K-pop has taken the world by storm with its dynamic energy and boundless creativity. Inspired by this cultural phenomenon, MINISO has forged this collaboration to bring more beloved IP products to consumers," MINISO said in a release.

A key aspect of MINISO's strategy is leveraging fan engagement through digital channels. The brand is rolling out a 2,000-slot VIP giveaway on TikTok, Instagram, and Facebook, offering priority access and limited-edition merchandise.

As global brands compete for relevance in Indonesia's youth-driven market, MINISO's pop-up serves as a case study in the commercialisation of fandom. By aligning itself with one of the world's most influential K-pop acts, the brand reinforces its ability to translate entertainment IP into tangible retail success.

"The launch of the BLACKPINK THE GAME collection in Jakarta marks its overseas debut, further solidifying MINISO's commitment to bring trendsetting, fashionable, and globally adored icons closer to Southeast Asian consumers," the company added.

Since its 2013 debut in China, MINISO has positioned itself as a globally recognised retail brand by consistently delivering design-led, affordable products at scale. The firm reported US$1.75 billion in revenue for the first nine months of 2024, marking a 22.8% year-over-year increase.

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