Miniso ended 2023 with an international celebration of one of its most popular product offerings, taking the opportunity to also open new store locations in China and Indonesia.
Miniso is a lifestyle brand with retail locations across the globe, offering products across a variety of categories. The brand is known for its blind box goods featuring characters from a variety of intellectual properties such as Disney, Sanrio, Zanmang Loopy, and more. To celebrate one of its most popular product types, Miniso launched a Blind Box Carnival campaign with events, interactive activities, and new store launches.
While blind boxes is still an emerging category in many overseas markets, we have seen great enthusiasm and strong sales in the markets where we have introduced them. We have great confidence in this strategic category and look forward to bringing blind boxes to even wider audiences in the coming year.
The Carnival got its start on Dec. 16 with a new pink flagship store in Hangzhou, China. The store’s design itself is inspired by the experience of opening a blind box, and it has a variety of blind boxes for sale already. Miniso continued the festivities in Indonesia with the opening of its first store dedicated entirely to blind boxes in Jakarta’s Kota Kasablanka Mall.
The Blind Box Carnival also made its way to Times Square in New York as Miniso gave out more than 3,000 boxes to fans. The United Arab Emirates was also included in the celebration, with an unboxing event held at the Dubai Hills Mall. The celebration will make its way to Canada and Vietnam in the future.
Miniso reports selling more than 20 million blind boxes globally in 2023, and the company hopes to offer even more licensed collaborations in the coming year.
