Miniso names Chinese boyband Teens in Times as new global ambassador

Miniso has tapped Chinese boyband Teens in Times (TNT) as its new global brand ambassador, announcing the move through a playful Instagram reveal.

The announcement was accompanied by a short animated video featuring the group aboard a Miniso-branded pirate ship. In the clip, TNT sails to a toy-filled island inhabited by animated characters, immerses themselves in the whimsical world, and later travels to a bustling cityscape before flying to another island.

The journey ends with the reveal that the band has been travelling across Miniso’s world, marking their debut as the brand’s global ambassador.

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“Teens in Times joins MINISO as our global brand ambassador,” the brand wrote in the caption, inviting fans to “explore a world full of surprises — from fun finds to everyday must-haves” with the group.

MARKETING-INTERACTIVE has reached out for more information. 

Teens in Times, also known as TNT, is a seven-member Chinese boy band under Time Fengjun Entertainment, comprising Ma Jiaqi, Ding Chengxin, Song Yaxuan, Liu Yaowen, Zhang Zhenyuan, Yan Haoxiang, and He Junlin. Formed in 2019 following the reality show Typhoon Project, the group has quickly become one of China’s most popular C-pop acts, known for their upbeat sound, polished choreography, and youthful image.

The move reflects a broader trend of brands partnering with Asian pop idols to tap into fandom power, deepen engagement with younger audiences, and spark cross-market buzz.

Most recently, M&M’S named rising K-pop girl group ILLIT as its new regional ambassadors across Asia, the brand’s first collaboration with a K-pop act, as part of a major regional push under its refreshed tagline, It’s more fun together. The campaign includes a TikTok-friendly “M dance challenge” inspired by ILLIT’s viral debut hit Magnetic, which charted on the Billboard Hot 100 in 2024.

Meanwhile, Colgate recently appointed South Korean singer and actress IU as the face of its “optic white purple” toothpaste in a campaign spanning Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, positioning her “beauty hack” as the secret behind her smile. In July, Snickers teamed up with SEVENTEEN’s Mingyu to promote its new oats dark chocolate variant at a #SNICKERSOnTheGo pop-up in Kuala Lumpur, showcasing its regional reach and cultural pull.

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