MINISO takes Sanrio on a sun-soaked SEA summer tour

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MINISO is taking its latest Sanrio collaboration beyond the shelves with "My sun-kissed party", a Southeast Asia-wide experiential retail campaign bringing its Sun-kissed summer collection to fans across five markets.

The pop-up tour will run from August to October, travelling across Singapore, Thailand, Vietnam, Indonesia and Malaysia and transforming seven retail destinations into summer-themed experiences built around Sanrio’s best-known characters.

The regional campaign kicks off in Singapore on 12 August at Bugis+, before moving across the region. In Malaysia, the pop-up will arrive at Pavilion Kuala Lumpur on 31 August and IOI City Mall Putrajaya on 21 September. Indonesia will host activations at Beachwalk Bali and Central Park Mall in Jakarta, while Thailand and Vietnam will see the experience at Terminal 21 Asok in Bangkok and Van Hanh Mall in Ho Chi Minh City respectively.

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At the centre of the experience is the Sanrio characters Sun-kissed summer collection, which reimagines Hello Kitty, Cinnamoroll, Pompompurin, Kuromi, My Melody, Pochacco and Hangyodon in a vacation-inspired setting. The characters are dressed in summer-themed looks and placed in scenarios spanning beach outings and tropical adventures.

The campaign features 106 SKUs, excluding externally sourced items, across categories including vinyl plush figures, blind boxes, keychains, plush toys, bags, hair accessories, digital accessories and lifestyle products.

Two collections will also make their Southeast Asia debut through the tour: the Sanrio characters Surfing collection vinyl plush surprise box and the Sanrio characters Sun-kissed summer collection surprise box ornament.

Beyond merchandise, MINISO is building interactive elements into the pop-ups to encourage fans to spend time with the IP and share their experiences. These include themed photobooth installations, immersive summer displays, custom-designed shopping receipts and the Fun fan passport activity, which offers exclusive shopping benefits and collectibles.

Selected locations in Indonesia will also feature Sanrio character meet-and-greets on opening day.

The campaign aims to strengthen MINISO’s connection with Sanrio fans by turning the licensed IP into an immersive experience, rather than limiting the collaboration to merchandise. Through the campaign, the retailer is positioning IP as more than a product proposition, using physical retail spaces, interactive activities and social sharing to create a more participatory experience around the Sanrio characters.

The campaign forms part of MINISO’s broader strategy of using licensed IP to create more immersive and localised consumer experiences. The retailer has collaborated with more than 180 IPs to date, with its partnership with Sanrio spanning more than a decade.

For MINISO, the Sanrio partnership also provides an opportunity to tap into Southeast Asia’s affinity for character-led lifestyle products while adapting the experience across different markets.

The campaign comes as MINISO continues to expand its experiential retail strategy across Asia through its MINISO LAND and MINISO FRIENDS formats, which integrate IP-led experiences into larger-scale retail environments. The formats have rolled out across Singapore, Malaysia, Indonesia, Vietnam and mainland China, with MINISO continuing to invest in immersive retail concepts that bring licensed and proprietary IP into physical shopping experiences.

In Malaysia, MINISO opened its first MINISO LAND store at Sunway Pyramid in February, followed by a MINISO FRIENDS store at LaLaport Bukit Bintang City Centre in March. The retailer has said it will continue expanding the formats across global markets as it looks to strengthen its positioning as an IP operation platform across Asia and beyond.

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