MINISO has unveiled a new celebrity-led retail activation in Shanghai, opening its first ‘Jennie Ruby’ pop-up store in collaboration with Jennie, as the brand accelerates its IP-driven global retail strategy.
Located in the central atrium of Grand Gateway Plaza in Shanghai’s central business district, the pop-up runs until April 19 and is designed around a bold red-and-black aesthetic inspired by Jennie’s solo album Ruby.
The activation blends retail with fan experience, featuring more than 70 SKUs across accessories, collectibles, stationery and lifestyle products, alongside exclusive loungewear available only at the venue. The launch has delivered strong commercial results, with first-day sales exceeding RMB 2.2 million, marking one of the highest-performing openings for a MINISO pop-up format.
The Shanghai debut is part of a wider rollout strategy. MINISO has already extended the concept to Beijing and Guangzhou through themed stores, with activations running through April 21 to capture demand across key urban markets.
The collaboration underscores MINISO’s growing reliance on celebrity and entertainment IP to drive footfall and conversion. By combining fandom culture with everyday consumer products, the retailer is building immersive, short-term retail formats that can later scale into wider store networks and online channels.
With more than 7000 stores globally and an expanding portfolio of IP partnerships, MINISO continues to use pop-ups and themed stores as a testing ground for franchise-ready concepts that can be replicated across international markets.
