MINISO and BLACKPINK Jennie unveil pop-up in China

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

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. 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.

Following the Shanghai debut, 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.

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

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!

share on