The tour itinerary includes stops in Japan and China throughout September, followed by Indonesia in October and the United States in November. A future expansion into Mexico is also planned. The collaboration centers on a massive collection of over 70 items, ranging from apparel and bags to blind boxes and lifestyle accessories. A core component of the release is the Yoyo × Lisa Collection Vinyl Plush Surprise Box series, which incorporates MINISO’s proprietary artist IP.
In Bangkok, the launch featured extensive visual takeovers, utilizing more than 250 digital screens and large-scale banners throughout the ICONSIAM destination. This strategy aligns with MINISO’s recent growth in the U.S. market, where the company recently hit a milestone of 400 stores. CEO Tom Bartlebaugh attributed the expansion to a strong focus on experiential, in-person shopping that meets current consumer demand for interactive retail.
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