Assisted MINISO with the debut of its global collaboration pop-up in Hong Kong
To celebrate the 25th anniversary of the ONE PIECE anime, MINISO partnered with Toei Animation to launch the world’s first “ONE PIECE × MINISO” collaboration pop-up store in Hong Kong. Located at a trendy landmark, the pop-up focused on immersive IP experiences and limited-edition merchandise, reinforcing both brands’ strategy of youthfulness and international appeal.
By incorporating Hong Kong’s local cultural elements into the immersive experience design, Arctic Tern successfully created a cross-industry marketing event with impact across the Guangdong-Hong Kong-Macao Greater Bay Area. The campaign seamlessly combined offline experiential marketing with online digital promotion, helping the brand establish a youthful and trendy image in the Hong Kong market.
1. Project Highlights
1) Immersive Themed Experience
• The pop-up store centered around iconic elements, recreating scenes from the anime. Photo walls and interactive zones were set up to attract fans for social media sharing.
• Limited-time opening events featured cosplayers portraying popular characters such as Luffy and Zoro, creating a lively atmosphere and drawing large numbers of both local and international visitors.
2) Strong Performance of Limited-Edition Merchandise
• Launched over 100 collaborative products for the first time, including blind boxes, plush toys, stationery, and lifestyle items. Multiple limited-edition items sold out quickly, with overall sales exceeding expectations.
• Featured in special reports by major Hong Kong lifestyle media, boosting brand visibility in the Hong Kong and Macau markets.
• Successfully tested the “influencer marketing + pop-up store” model, laying the foundation for the brand’s future expansion in the Hong Kong and Macau markets.
3) Enhanced Brand Exposure through Omni-Channel Marketing
• Introduced the first-ever “Pop-Up Store Exclusive Digital Passport” system, increasing user engagement through digital badges.
• Provided multilingual shopping assistance, optimizing the experience for both mainland Chinese tourists and local customers.
2. Service Highlights
1) Cross border execution capability
• Collaborative teams across Hong Kong and Shenzhen efficiently addressed practical challenges such as cross-border logistics and payments.
• Developed marketing strategies compliant with Hong Kong regulations, ensuring the campaign’s legal and operational compliance.
2) Cultural integration and innovation
• Explored deep connections between the IP and Hong Kong culture, designing exclusive storylines.
• Partnered with local Hong Kong artists to create limited-edition visual assets.