MINISO and One Piece join forces again with lessons for marketers in fandom-led growth

The line between entertainment and retail keeps getting thinner. In its latest IP play, lifestyle brand MINISO has expanded its One Piece-themed merchandise collection into more than 70 markets.

This expansion is also backed by immersive global pop-ups that speak directly to fandom culture.

This article explores how MINISO’s collaboration with One Piece reflects a broader Super IP strategy, what makes this rollout different, and why B2B marketers should take this partnership seriously as a blueprint for emotional brand building, product expansion, and experiential engagement.

Short on time?

Here’s a table of contents for quick access:

• What’s MINISO doing with One Piece now?
• A closer look at the pop-up playbook
• The bigger strategy behind MINISO’s IP deals
• What marketers should know

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What's MINISO doing with One Piece now?

MINISO has re-teamed with One Piece to launch a new line of over 300 officially licensed products themed around the anime’s Egghead Arc. The collection, ranging from stylized figurines and acrylic stands to tote bags and plushies, launched across Asia-Pacific, with expansions to North America and Australia underway this summer.

Every item blends updated character designs with narrative elements from the anime’s latest storyline. Products span multiple categories from collectibles and blind boxes to practical lifestyle items like water bottles, slippers, and phone cases.

In other words, this is not a merch dump, it’s a comprehensive attempt to embed anime culture into daily routines.

A closer look at the pop-up playbook

MINISO isn’t stopping at shelf space. It’s turning One Piece into a global event.

The brand kicked off its immersive rollout in Hong Kong with a pop-up in Mong Kok, followed by fan-centric experiences at major malls in Singapore, Bangkok, Kuala Lumpur, and Jakarta. These spaces featured giant character installations, interactive photo zones, and location-specific product drops which will further fuel demand and foot traffic.

The U.S. debut of this collection will launch at Tangram in Flushing, New York on July 26. Styled like a ship cabin, the pop-up will feature a 20-foot sail, life-sized character standees, and over 150 exclusive Egghead-themed products. This marks MINISO’s first One Piece activation in the U.S. and hints at a deeper push into experiential retail in the West.

The bigger strategy behind MINISO's IP deals

This is all part of what MINISO calls its “Super IP strategy”, a global push to partner with pop culture IPs that command high emotional affinity. From One Piece to Stitch and MARVEL, MINISO’s playbook is built around interest-based consumption, not just product categories.

A Stitch-themed flagship store in Hong Kong earlier this year attracted over 150 fans lining up for limited blind boxes.

The company’s U.S. operations have previously launched MARVEL-themed collections, tapping into mature fandoms that transcend age and geography.

These moves aren't just about merch, they’re about crafting immersive brand worlds. MINISO’s IP integration focuses on transforming popular characters into design-forward, everyday items that offer both emotional value and practical utility. This allows the brand to serve both collectors and casual fans with equal intensity.

What marketers should know

There’s plenty for marketers, especially in lifestyle, retail, and brand partnerships to learn from MINISO’s global IP execution. Here’s the strategic breakdown:

1. Fandom equals loyalty, if you get it right

By embedding One Piece into its product and retail DNA, MINISO isn’t just selling goods. It’s offering identity-building experiences. Brands targeting Gen Z and millennials should take note: fandoms are increasingly driving purchasing behavior.

2. Pop-ups are more than buzz, they’re strategic touchpoints

MINISO’s region-specific activations serve as high-impact brand moments. These aren’t just Instagrammable, they’re sales-driving, data-gathering, and loyalty-boosting environments. Offline activations also let the brand test new markets without full retail rollouts.

3. IP isn’t just licensing, it’s product strategy

The sheer breadth of SKUs (300+ for this One Piece collection) shows how deep IP can go. Done well, IP partnerships offer scalable, evergreen content across categories. Done poorly, they risk coming off as gimmicks. MINISO’s design-led approach helps it avoid that trap.

4. Interest-based commerce is here to stay

MINISO’s Super IP strategy reflects a wider industry shift. As e-commerce gets more algorithmic, fandom and interest-based identities are becoming key conversion triggers. Smart brands will tailor collections and experiences to those emotional motivators.

While many retailers are still flirting with fandom culture, MINISO is turning it into a full-fledged global growth lever. Its One Piece partnership blends product, pop culture, and physical experience into a cohesive playbook that speaks directly to today’s experience-hungry consumer.

For marketers, the lesson is clear: when IP partnerships are done right, they don’t just sell merch. They can build brand worlds, grow communities, and convert passion into long-term value.

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