Built around themes of companionship, joy and everyday moments, YOYO is instantly recognizable through its signature pumpkin-shaped head and minimalist dot eyes. As one of MINISO's fastest-growing proprietary IPs, YOYO has expanded into 53 countries and regions worldwide, rapidly growing into a globally recognized character.
Following the success YOYO's first-anniversary celebrations across Beijing, Shanghai and Shenzhen in late July, MINISO continues to bring YOYO's warm and playful world to Thailand through its first overseas birthday celebration, under the theme "ANNIVERSARY CARNIVAL".
YOYO's First-anniversary Celebrations in China
Located in ICONSIAM's M floor’s Charoennakorn Hall, one of Bangkok's most iconic lifestyle and tourism destinations, the anniversary carnival creates a cheerful birthday atmosphere through eye-catching YOYO installations, themed displays and immersive photo moments.
More than 20 new YOYO products debuted as part of the anniversary celebration, spanning collectibles, accessories, fragrances and plush toys. Highlights included the new Tilted Head and Dreamy Wishes collections, as well as the Magic Wish Girl and Baby Angel surprise box releases, alongside other new releases that will later roll out to MINISO stores across Thailand.
The celebration extends YOYO beyond products and into a fully immersive birthday experience. The ANNIVERSARY CARNIVAL pop-up also features a range of themed fan experiences, interactive activities and exclusive giveaways, transforming the venue into a vibrant birthday celebration. The young star Abigail, daughter of well known Thai actress and fashion icon Chompoo Araya, will make a special appearance together with her mother at the main event on August 22, bringing extra sparkle to YOYO’s birthday.
YOYO's first overseas birthday-themed pop-up in Bangkok further underscores Thailand's role as a key market for MINISO. With its vibrant collectibles culture and highly engaged young consumers, the market has become an important testing ground for many of MINISO's IP initiatives, reflecting the strong connection between local consumers and the brand's IP experiences. Following the launch of the brand's first overseas MINISO LAND store in October 2025, MINISO further expanded its IP immersive experience with the opening of its first MINISO FRIENDS store at Future Park on August 1 and another at Fashion Island on August 16, bringing more immersive IP experiences to local consumers.
MINISO FRIENDS at Fashion Island and Future Park
The warm reception from local consumers further highlights YOYO's growing popularity. From Paris Fashion Week to the Met Gala, YOYO has continued expanding its global presence, with strong consumer enthusiasm translating into rapid commercial success. Within six months of launch, the character generated more than US$14 million in global merchandise sales, while sales of YOYO products in China exceeded US$14 million in June 2026 alone, making it one of MINISO's most successful proprietary IPs.
YOYO's rapid growth also reflects MINISO's dual-engine IP strategy, which combines collaborations with leading licensed IPs and the development of proprietary characters. In addition to partnerships with globally recognized IPs, MINISO continues investing in original creations such as YOYO, Kumaru, MINI Family and DunDun, leveraging its global network and IP operating capabilities to connect with consumers worldwide.
YOYO's first overseas birthday pop-up represents another innovative milestone in bringing MINISO IP to life through engaging products and immersive experiences. As a leading global IP operating platform, MINISO will continue creating meaningful moments that celebrate the joy of everyday life and foster deeper connections with consumers around the world.
About MINISO
MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand.
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