Miniso names Teens in Times as global ambassador
Global retail brand Miniso enlists C-pop group TNT to target younger audiences
Miniso is going full fandom. The global lifestyle retailer just announced that Chinese boyband Teens in Times (TNT) will serve as its new global brand ambassador. The move signals a major brand play to strengthen appeal with younger audiences across Asia and beyond.
The partnership was revealed through a playful animated Instagram reel featuring TNT sailing a Miniso-themed pirate ship through a toy-filled fantasy world. The video ends with the group’s official ambassador debut, inviting fans to “explore a world full of surprises” with the brand.
This article unpacks the strategy behind the move, why it matters for brand marketers, and how it reflects a broader shift toward idol-fueled brand engagement.
Short on time?
Here is a table of content for quick access:
- What happened: a fan-first reveal for Miniso
- Fandom marketing is going global
- What marketers should know
Patrecia Meliana
What happened: a fan-first reveal for Miniso
Miniso revealed the partnership on Instagram through a stylized animation. In the video, TNT members navigate a branded fantasy world, travel through a vibrant city, and land on a second island that marks the start of their global ambassador journey.
The brand captioned the reel with a nod to the group's influence, encouraging fans to join them on a Miniso adventure that blends fun finds with everyday essentials.
The campaign aligns with Miniso’s brand identity as a “joyful lifestyle” retailer focused on affordable, design-led products. Adding TNT into the mix brings cultural clout and youth appeal.
Fandom marketing is going global
TNT, short for Teens in Times, is a seven-member C-pop boyband formed in 2019 under Time Fengjun Entertainment. Known for tight choreography, polished visuals, and a youthful image, the group is one of China’s fastest-rising idol acts.
Miniso’s move is part of a growing trend. More brands are looking to Asian pop idols to drive cross-market engagement, spark user-generated content, and deepen cultural relevance with younger consumers.
Other examples include:
- M&M’S x ILLIT: The candy brand enlisted rising K-pop group ILLIT for a regional campaign that included a TikTok dance challenge inspired by their debut hit Magnetic.
- Colgate x IU: The oral care giant featured South Korean star IU in a Southeast Asia campaign for its “optic white purple” toothpaste, positioning her as the secret behind a radiant smile.
- Samsung x RM (BTS): Samsung Electronics recently named BTS leader and avid art collector Kim Namjoon (aka RM) as the global ambassador for its Samsung Art TV lineup.
Miniso is taking a similar route, blending entertainment and retail to unlock fan-powered momentum.
What marketers should know
So what can brand strategists take away from Miniso’s latest fandom-fueled move? Beyond the headlines, this partnership offers practical lessons on how to engage younger audiences, build global relevance, and turn cultural influence into business impact.
1. Idol partnerships bring more than visibility
Endorsements from pop idols go beyond basic exposure. These partnerships generate organic amplification, as fans repost, remix, and rally behind the brand. For Miniso, TNT offers a built-in promotional engine across social media, livestreams, and digital events.
Marketers should think about how to extend the reach of such deals through exclusive content, product drops, or fan challenges that foster deeper engagement.
2. Pop culture drives localization and global scale
With operations in over 100 markets, Miniso benefits from a partnership that feels globally appealing yet locally relevant. TNT has strong influence in China and growing recognition across Asia, offering localized resonance with youth segments.
As Asian pop culture becomes increasingly global, brands can localize messaging without diluting appeal. Idol ambassadors can bridge that gap.
3. Story-driven campaigns connect with Gen Z
Miniso’s animated reveal wasn’t just a creative asset. It delivered a shareable narrative that plays into Gen Z’s appetite for story-driven, escapist content.
For marketers targeting under-25 audiences, interactive storytelling is a must. That includes animation, AR lenses, TikTok-native formats, and campaign arcs that make fans feel like part of the brand universe.
Miniso’s choice to enlist TNT as global ambassador isn’t just about tapping a hot C-pop act. It’s a strategic move to turn cultural currency into brand equity. Idol fandoms bring not only influence but also participation, making them a powerful lever for consumer engagement.
Marketers watching this space should consider how fandom can be integrated into broader campaign planning. Whether through ambassadors, creator partnerships, or community content, fandom is no longer a niche tactic. It’s a core strategy.
