OH!SOME taps Disney nostalgia with experiential 'Beary fun days' pop-up in BSD City

Lifestyle retailer OH!SOME has partnered with Disney Indonesia to launch a month-long pop-up store campaign, Disney “Beary fun days”, at The Breeze BSD City, underscoring the growing role of emotional storytelling and experiential retail in engaging Indonesian consumers.

Running from 5 March to 5 April 2026, the pop-up showcases OH!SOME’s latest “Beary Cute”, collection, centred on fan-favourite characters Winnie-the-Pooh and Lots-O'-Huggin' Bear. The collection coincides with the 100th anniversary celebration of Winnie-the-Pooh, themed “A hundred acres of hearts”.

Designed as more than a transactional space, the pop-up integrates interactive photo spots and thematic visual merchandising to create an immersive retail environment. The activation reflects a broader shift among lifestyle brands towards experience-led formats that blend commerce with shareable moments.

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The “Beary Cute” collection rolled out across all OH!SOME stores nationwide on 13 March 2026, extending the campaign beyond the pop-up format. The product range spans drinkware such as insulated tumblers and glassware, home and living items including cushions and soft blankets, practical lunch boxes, and lifestyle accessories tailored to active, modern consumers.

By offering multiple character options across similar product categories, the collection encourages consumers to mix and match preferences within social groups, reinforcing its positioning as a shared, emotionally resonant experience.

“Product function and quality will always be our core foundation. However, beyond practicality, we also consider the emotional value each product carries – whether it is a sense of togetherness or shared happiness. We believe this emotional connection is just as important in meeting customer needs, while also becoming part of their everyday moments,” said Jonathan Qiao, head of brand at OH!SOME.

To amplify engagement, OH!SOME is also activating a social component through the hashtag #DoubleTheBears, encouraging customers to share their experiences with the collection. Additional product variants, including plush collections and exclusive items, will be released gradually to sustain momentum and meet consumer demand.

The collaboration builds on previous partnerships between the retailer and Disney, reflecting a continued strategy to merge product functionality with emotionally driven narratives.

“This is not our first collaboration with Disney. Through each collaboration, we continue to strive to combine quality, functionality, and emotional storytelling. We hope ‘Beary Cute’ will further strengthen OH!SOME’s position as a lifestyle brand that not only delivers quality products, but also meaningful experiences that can be shared with loved ones,” Qiao added.

Recently, OH!SOME marked Ramadan with a nationwide Ramadan Festival campaign, combining promotions with interactive in-store experiences designed to foster togetherness and family engagement. Highlights included a Treasure Hunt – Raya Bear Edition, gift-with-purchase offers, rotating flash sales, and the launch of its Island Leisure Life collection inspired by tropical holiday living, alongside giveaways and activities rolled out across multiple Jakarta locations and beyond for a limited period.

Launched in Indonesia in August 2024, OH!SOME operates as a one-stop lifestyle retailer under Blue Origin Group, offering globally curated products across categories including IP collaborations, beauty, toys, snacks, beverages, daily essentials, and electronics. The brand has rapidly expanded its footprint across Indonesia and Southeast Asia, with a presence in markets such as Singapore, Thailand, Hong Kong, Malaysia, Vietnam, Cambodia, and the Philippines, and more than 180 stores globally.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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