Stitch invades SEA in Disney’s latest activation blitz

Disney is unleashing chaos and charm across Southeast Asia with a regional activation blitz for its live-action remake of Lilo & Stitch. From roving trucks to train wraps, the House of Mouse is bringing the blue alien’s playful spirit to life through immersive, fan-first experiences across key cities. 

In Singapore, Disney launched a partnership with MINISO to unveil a larger-than-life pop-up experience at VivoCity. The colourful setup featured exclusive merchandise, photo backdrops and interactive elements designed to delight both kids and nostalgic adults. 

Over at Pavilion Kuala Lumpur, a giant Stitch installation took centre stage, alongside an immersive mall takeover that brought the film’s world to life. The experience merged visual spectacle with family-friendly engagement, drawing crowds throughout the day.

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In Jakarta, fans were treated to a "Stitch summer invasion" event at PIK 2. The vibrant activation turned the waterfront lifestyle district into a tropical playground, capturing the essence of Lilo & Stitch with photo ops, themed zones and interactive surprises.

Meanwhile, at SM Mall of Asia in the Philippines, Disney rolled out a Lilo & Stitch roving truck and pop-up zone. The mobile experience created buzz both online and offline, giving fans a hands-on way to engage with the new film and its loveable alien star. 

Krispy Kreme Philippines has also joined in the fun with the drop of a limited-edition donut collection inspired from the mischievous blue alien. The six-piece series pairs tropical-inspired fillings with whimsical toppings anchored by miniature Stitch candy pieces. 

In Bangkok, Stitch took over the city’s transit system with full train wraps transforming carriages into a moving celebration of his intergalactic charm. The OOH takeover brought the character’s energy to commuters in an unexpected and high-impact way.

In Hanoi, a Stitch-themed bike roadshow added movement and whimsy to the campaign, with branded bicycles spreading the word and Stitch’s cheeky energy through the streets of the capital. 

In conversation with MARKETING-INTERACTIVE, Allie Benedicto, head of integrated marketing, The Walt Disney Company Southeast Asia said "Stitch’s signature mischief and charm have captured hearts since his animated debut, and it’s been a joy to see that spirit come alive once again across Southeast Asia."

From roving trucks and pop-up experiences to playful moments on social platforms, we’re bringing Stitch to unexpected places and inviting a new generation to experience the magic of Disney’s Lilo & Stitch through this exciting live-action reimagining," added Benedicto. 

Outside of Southeast Asia, MINISO launched a Stitch-themed flagship store in Hong Kong’s Causeway Bay, drawing hundreds of fans for the exclusive drop of a 600-piece Stitch vinyl plush blind box collection. The activation is part of the brand’s long-standing IP partnership with Disney, aimed at turning beloved characters into immersive retail experiences. “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,” a spokesperson told MARKETING-INTERACTIVE.

The brand is tracking product sales, user-generated content and social engagement to measure ROI. “As a key strategic market in Asia for MINISO, we’re thrilled to deepen our presence in Hong Kong with the launch of this Causeway Bay flagship store,” said Bella Tu, vice president and general manager of MINISO overseas directly operated markets. “With this large new store, we are able to bring more than 1,000 SKUs to our local fans, including special collections such as the Stitch vinyl plush blind box collection, continuously bringing surprises and our 'joy philosophy' to Hong Kong.”

Photo courtesy of The Walt Disney Company Southeast Asia. 

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