(Singapore August 14, 2026) This summer, MINISO is launching My Sun-Kissed Party, a Southeast Asia-exclusive pop-up tour that is set to bring more joy and immersive IP experiences to fans. Inspired by Sanrio’s popular Sun-Kissed concept, the pop-up will travel across Singapore, Thailand, Vietnam, Indonesia and Malaysia from August to October, transforming seven iconic retail destinations into immersive summer-themed experiences with beloved Sanrio characters, exclusive merchandise and interactive fan activities.

At the heart of the campaign is the Sanrio characters Sun-Kissed Summer Collection, which reimagines fan-favorite Sanrio characters in a vacation-inspired world. Here, Hello Kitty and her friends - Cinnamoroll, Pompompurin, Kuromi, My Melody, Pochacco, and Hangyodon - embrace the joy of summer through beach outings, tropical adventures and carefree vacation moments. Kitted out in all-new summer looks, the collection closely aligns with Southeast Asia’s year-round sunny vibes.

The products featured at the pop-up span a wide range of categories, covering 106 SKUs in total (excluding externally sourced items), including vinyl plush figures, blind boxes, keychains, plush toys, bags, hair accessories, digital accessories and lifestyle essentials. Inspired by different summer settings, the assortment brings together products designed for travel, outdoor activities, everyday styling and self-expression.

Excitingly, two featured collections will make their Southeast Asia debut on the pop-up tour: Sanrio characters Surfing Collection Vinyl Plush Surprise Box and the Sanrio characters Sun-Kissed Summer Collection Surprise Box Ornament. Additional highlights are set to include the Hello Kitty Sun-Kissed Aroma Plush Keychain Blind Box, alongside a range of plush, bag and lifestyle products inspired by the collection’s summer aesthetic. 

The tour will bring the Sun-Kissed experience to consumers throughout Southeast Asia, with each stop featuring localized experiences tailored to each market.

In Singapore, the pop-up will debut at Bugis+, one of the city’s most popular destinations for young consumers and lifestyle shoppers. 

The collaboration highlights the strong strategic fit between MINISO and Sanrio. To date, MINISO has collaborated with over 180 IPs, and of these, the partnership with Sanrio is one of the most deep-rooted, with collaborations over 10 years. The My Sun-Kissed Party pop-up tour marks another innovative milestone between the two. Long recognized as everyday emotional companions, Sanrio characters have resonated with fans across generations through themes of happiness, comfort and self-expression. The Sun-Kissed collection takes this connection a step further by reimagining the characters as lifestyle companions for holidays, relaxation and social sharing.

Bringing this collaboration exclusively to Southeast Asia also showcases MINISO’s commitment to the market. Southeast Asia has played a pivotal role in the brand’s international journey, ever since the opening of its first overseas store in Singapore in 2015. Today, the region remains one of MINISO’s key growth markets, with continued investments in flagship retail formats and IP-driven experiences, including MINISO LAND and MINISO FRIENDS. 

The campaign also reinforces MINISO’s broader strategy of combining globally licensed properties with localized immersive consumer experiences.

The My Sun-Kissed Party tour will kick off in Singapore on August 12 before traveling across five countries in Southeast Asia. Through this region-exclusive campaign, 

MINISO will continue to explore how IP extends beyond products into immersive experiences, strengthening emotional connections with consumers across key markets.

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