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Miniso is throwing a summer party for Sanrio characters, bringing its My Sun-Kissed Party pop-up to Southeast Asia. Seven retail destinations across Singapore, Thailand, Vietnam, Indonesia and Malaysia will be turned into cheerful summer playgrounds from August to October.
The tour kicks off in Singapore at Bugis+, where fans can browse Sanrio-themed goodies, poke around interactive installations and generally pretend they’re on holiday without having to book a flight.
At the centre of it all is MINISO’s Sanrio Characters Sun-Kissed Summer Collection, which gives Hello Kitty and friends – including Cinnamoroll, Pompompurin, Kuromi, My Melody, Pochacco and Hangyodon – a decidedly vacation-ready makeover.
There are 106 products in the collection, spanning plush toys, vinyl figures, blind boxes, keychains, bags, hair accessories, digital accessories and other lifestyle bits. Two collections will also make their Southeast Asian debut during the tour: the Sanrio Characters Surfing Collection Vinyl Plush Surprise Box and Sanrio Characters Sun-Kissed Summer Collection Surprise Box Ornament.
This pop-up is also the latest chapter in Miniso and Sanrio’s long-running relationship, which has stretched across more than a decade. For the brand, bringing the campaign exclusively to Southeast Asia is also something of a homecoming as Singapore was the brand’s first overseas market in 2015.
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