MINISO unveils Stitch-themed flagship store to engage wider audience

Chinese lifestyle brand MINISO’s new Stitch-themed flagship store in Hong Kong saw over 150 Stitch fans gathering outside the shop for a chance to take home the limited-edition blind box collection. 
 
As one of Disney’s most beloved characters, Stitch is a globally popular IP – one of the many IPs to collaborate with MINISO as part of MINISO’s Super IP strategy. The Super IP strategy is part of MINISO’s focus on the growing trend of interest-driven consumption, bringing more popular IPs to an ever-wider audience around the world. 
 
In a conversation with MARKETING-INTERACTIVE, a spokesperson from MINISO said this initiative is built on the long-term IP partnership between the brand and Disney. For example, the brand previously launched products in the US featuring MARVEL. “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.” 
 
The spokesperson added that Hong Kong is one of the strategic markets for the brand after it is listed in the city. “As a bridge between the international markets and China, Hong Kong is the perfect place for us to connect with global audience and potential investors. We also wish to enhance the international image of the brand.” 
 
The campaign has adopted a 360-degree strategy, by gathering 600 pieces MINISO Stitch Vinyl Plush blind box collection and offering an immersive experience for visitors with the newly renovated store, added the spokesperson. “We have transformed from purely offering affordable products to providing products that support emotional value, social value and self-identity. We wish to shift our consumer engagement channel from online to offline, and we are positive about the local consumption in Hong Kong.” 
 
Featuring the Stitch-themed store design, the new store located in Causeway Bay brought Disney’s beloved blue alien to the city with a special limited-piece blind box collection launch. Located in the Yee On Building, the store presents over 20 IPs, representing a strengthening of the brand’s Super IP strategy in the city, with blind boxes, plush toys, and IP products comprising over 80% of the in-store selection. 
 
With a floorspace of 300 square metre, the flagship store features a playful design including a giant Stitch on the storefront, a three-meter-long Stitch design wall, a trendy play theme area on the first floor, and various other Stitch-integrated design elements throughout the store. 
 
The store has hundreds of Stitch-themed products, from blind boxes and plush toys to stationery and accessories. Over 200 fans flocked to the store for the opening day to get their hands on a special limited 600-piece MINISO Stitch Vinyl Plush blind box collection, making its Hong Kong debut.  
 
The brand also invited local actress Grace Chan to be the store’s “Special guest” to take part in a thrilling blind box opening challenge along with over 100 shoppers. Chan was chosen to be the “special guest” as she is also a fan of Stitch and her family-oriented personality aligns with the Disney character. "Moreover, we want to leverage Chan’s fan base to engage a wider audience,” said the spokesperson.  
 
In terms of the measurement of returns on investment, the spokesperson said the brand will track product sales, user-generated content and social engagement.  
 
“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, reflecting our commitment to this dynamic market,” 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.” 
 
The new Causeway Bay flagship store is MINISO’s first two-story flagship in Hong Kong. Prior to this, MINISO launched an IP-themed pop-up store in Mongkok Langham Place last October. Currently, MINISO has stores in Sheung Wan’s Infinitus Plaza, Tsim Sha Tsui’s ISquare, Mong Kok’s Nathan Centre, Plaza Hollywood, Tuen Mun Trend Plaza, Tseung Kwan O Plaza, and more. The branches cover Hong Kong Island, New Territories, and Kowloon.

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