Global lifestyle brand MINISO marked one year of YOYO with a birthday-themed pop-up in Bangkok—the playful character’s first event of its kind overseas. Taking place from August 14 to 30 at ICONSIAM, the superb celebration featured immersive displays and interactive experiences that offered Thai fans a lively opportunity to step into YOYO’s cheerful world.
Characterised by its unique pumpkin-shaped head and minimalist dot eyes, YOYO reflects themes of friendship, joy, and everyday moments. Since launching in 2025, it has become one of MINISO’s fastest-growing proprietary IPs, expanding into 53 countries and regions.
More than 20 new YOYO products were revealed during the event, spanning collectables, plush toys, accessories, and fragrances. Choosing Thailand for this milestone emphasised the country’s significance as a major market for MINISO’s character-led retail experiences.
The pop-up brought YOYO’s charming personality to life through compelling activities and exclusive giveaways designed to connect with fans. It followed a string of first-anniversary festivities held in the major Chinese cities of Beijing, Shanghai, and Shenzhen in late July.
Among the releases that debuted during the showcase were the Tilted Head and Dreamy Wishes collections, each presenting a fresh interpretation of the IP’s recognisable identity. The new line-up also featured the Magic Wish Girl and Baby Angel surprise boxes, as well as a wider array of products scheduled to arrive at MINISO stores throughout the country.
Young star Abigail joined her mother, esteemed actress and fashion icon Chompoo Araya, at the main event held on August 22 at ICONSIAM’s Charoennakorn Hall. Their prominent appearance created an even livelier atmosphere around YOYO’s anniversary celebration.
Miniso Drives Global Growth With Character-Led Retail Experiences
Founded in China in 2013, MINISO Group delivers affordable, design-led products through an expansive international network of stores. Thailand has become a pivotal market within MINISO’s global operations, with its strong collectables culture and highly engaged young consumers making it an important regional testing ground for the company’s IP initiatives.
The brand expanded its immersive, IP-themed retail concepts by opening its first overseas MINISO LAND location in Bangkok last October. This was followed by Thailand’s inaugural MINISO FRIENDS branch at Future Park Rangsit and a second at Fashion Island in August.
YOYO has also gained wider recognition through its presence on high-profile stages, such as Paris Fashion Week and the Met Gala. Such visibility has carried the adorable character beyond conventional retail spaces and drawn greater interest from consumers worldwide.
Just six months after its official debut, YOYO merchandise posted more than US$14 million in global sales. In China, its products alone surpassed US$14 million in sales in June 2026, positioning it as one of the company’s most commercially successful proprietary IPs so far.
These sales figures reflect MINISO’s dual-engine IP strategy, which combines partnerships with recognised licensed IPs and the development of proprietary characters. In addition to YOYO, this business continues to invest in original creations such as DunDun, MINI Family, and Kumaru, whilst its vast international presence helps it reach shoppers across markets.
Bangkok’s anniversary pop-up marked a significant chapter in MINISO’s efforts to advance its captivating approach to character-centred retail and consumer engagement. Additional details about YOYO and the latest collections are available on the brand’s official website.
