MINISO turns LISA partnership into global pop-up experience

MINISO is taking its collaboration with K-pop star LISA beyond merchandise, launching a global pop-up tour across key markets in Asia, the US and Mexico as it looks to strengthen its positioning as a global IP operation platform.

Announced on 25 August, the first-ever LISA × MINISO Global Pop-Up coincides with the launch of a collection featuring more than 70 products inspired by LISA's aesthetic. The range spans bags, apparel, blind boxes and lifestyle accessories, as well as the YOYO × LISA Collection Vinyl Plush Surprise Box series featuring MINISO's own artist IP, YOYO.

The collaboration will also include region-specific products and limited-edition releases, giving MINISO a way to adapt the global partnership to individual markets while maintaining a common creative identity.

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The tour began in Bangkok, where the LISA × MINISO pop-up opened at ICONSIAM on 1 September and will run until 24 September. The launch uses the shopping centre as an extension of the campaign, with the collaboration appearing across more than 250 screens throughout the mall and four multi-storey banners in its central atrium.

The next stop is Tokyo, where the pop-up will run at Omotesando Hills from 11 September to 5 October. MINISO is also extending the activation beyond the retail venue through a citywide campaign covering key fashion and commercial areas, including branding on the Yamanote Line and outdoor placements.

China will follow from 12 September, with flagship pop-ups in Beijing, Shanghai and Shenzhen, alongside activations at selected MINISO SPACE stores. The experiences will combine product displays, themed installations and interactive activities.

The tour will then head to Jakarta from 21 October to 1 November, with the experience taking over Senayan City Mall.

In November, MINISO will expand the activation into North America, beginning on 6 November at Fashion Show Las Vegas, Irvine Spectrum Centre and The Shops at Santa Anita in Los Angeles. The collaboration will also extend into Mexico.

The approach reflects the company's broader push to evolve from an IP licensing partner into what it describes as a "global IP operation platform". The strategy involves taking recognised intellectual properties into products, physical spaces and localised consumer activations, rather than relying on licensed merchandise alone.

The strategy also places MINISO's retail footprint at the centre of the activation, allowing the company to connect its IP partnerships directly with physical consumer touchpoints.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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