Miniso

The tie-up is part of a global campaign that blends anime nostalgia with retail escapism

by AKMAR ANNUAR

WHAT began as a humble manga about a boy with a straw hat and big dreams has become one of the most recognisable franchises in the world.

Now, fans across South-East Asia (SE Asia) are lining up to relive that sense of adventure — this time, in the form of plushies, blind boxes and photo zones.

Last month, Japanese-inspired lifestyle retailer Miniso Group Holding Ltd launched its latest collaboration with One Piece, expanding its pop-up tour and merchandise rollout to countries including Malaysia, Singapore, Indonesia and Thailand.

The tie-up, first teased earlier this year, is part of a global campaign that blends anime nostalgia with retail escapism — a pairing that seems to have found its footing with younger shoppers.

In Malaysia, the flagship store at Sunway Velocity Mall drew a steady stream of visitors over the launch weekend, some already dressed in cosplay, others queuing to snap photos with life-sized characters from the series.

While the shelves were stocked with over 300 items ranging from holographic cards to slippers, it was the capsule-style collectibles — also known as “goods” among diehard fans — that vanished the fastest.

This new wave of merchandise draws inspiration from the anime’s current Egghead arc and features updated illustrations of the Straw Hat Crew. Ten characters — from Luffy to Nami to Brook — are presented in reimagined designs that fuse iconic elements of the One Piece universe with practical, everyday use.

Whether it’s an umbrella printed with ship schematics or a water bottle emblazoned with Tony Tony Chopper, there’s a sense that these items are meant to be lived with — not just admired behind a glass case.

Elsewhere in the region, pop-ups have taken on an almost exhibition-like quality. In Singapore’s Plaza Singapura and Bangkok’s Central Ladprao, installations have included towering displays, themed zones and limited-edition drops that sold out within hours.

Jakarta’s Central Park Mall hosted a series debut with its own regional flair, while the Hong Kong launch — the first on the tour — unfolded with guest appearances and a custom-built ship-themed backdrop in Mong Kok.

Though Miniso has previously dabbled in other intellectual property (IP)-driven releases, including partnerships with Marvel and Disney, the One Piece rollout stands out for its scale and narrative cohesion.

Rather than treating the products as standalone units, the campaign invites fans into a complete experience — one that mimics the storytelling arcs of the original anime while keeping prices within reach.

There’s also a calculated retail strategy at work. By anchoring the collection around high-traffic malls and layering it with limited drops and social media moments, Miniso seems to be tapping into the culture of “fan-first” marketing — a space once reserved for comic conventions and exclusive box sets.

The company’s decision to position One Piece not just as merchandise but as a lifestyle extension speaks to the evolving role of fandom in shaping consumer trends.

Next up, the pop-up sailed into the US market, with a New York debut on July 26.

The American leg featured a 20ft tall sail structure and life-sized cutouts of all 10 crew members at Flushing’s Tangram retail complex, a known haunt for anime lovers and Chinatown regulars. Australia is expected to follow suit before the end of the year.

Whether you’re a long-time anime devotee or a casual fan who once watched reruns after school, the collection manages to strike a delicate balance — equal parts fan service, retail therapy and immersive fun.

For many, it’s less about acquiring another tote bag or figurine, and more about reconnecting with a story that taught generations how to dream bigger and sail further.

And for Miniso, that may just be the treasure chest it was looking for.

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• This article first appeared in The Malaysian Reserve weekly print edition

The post Miniso launches One Piece pop-up tour across SE Asia  appeared first on The Malaysian Reserve.