MINISO turns Zootopia 2 into a global pop-up playground for fans and Gen Z shoppers
MINISO turns Zootopia 2 into a traveling fan experience across Asia and North America. Here’s what it reveals about experiential marketing.
MINISO is once again leaning into its "Life is for fun" philosophy, this time with a global campaign that brings Walt Disney Animation Studios’ Zootopia 2 to life through immersive pop-ups and fan-focused merchandising.
This article explores how the brand’s cross-market activation strategy connects fandom, experiential retail, and Gen Z spending habits, and what marketers can take away from the model.
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Here’s a table of contents for quick access:
- What’s happening with MINISO’s Zootopia 2 campaign?
- Why this matters for experiential retail
- What marketers should know
Patrecia Meliana
What's happening with MINISO's Zootopia 2 campaign?
MINISO has launched a multi-country pop-up tour tied to its latest product collaboration with Disney’s Zootopia 2. Branded “Fun fur every you!”, the activation spans Hong Kong, India, Southeast Asia, and will soon hit North America.
At the heart of the campaign is a new “MINISO | Disney’s Zootopia” collection featuring over 300 themed products, from collectible toys and blind boxes to homeware and stationery. Select outlets are also offering limited-edition character swag like badges, bags, and stickers to fuel the collectible hype.
Each pop-up features immersive, city-chic designs that recreate iconic Zootopia scenes. Consumers can interact with life-sized Judy Hopps or Nick Wilde at photo spots, join dance performances, and engage in viral social media challenges. MINISO has localized each pop-up with regional references, adding uniqueness to each stop.
The tour debuted in India with two back-to-back runs: Gurugram (Nov 8–Dec 7) and Mumbai (Nov 15–Dec 14). Southeast Asia will follow with events in Jakarta, Kuala Lumpur, Ho Chi Minh, and Singapore. In Hong Kong, AIRSIDE Mall is hosting a five-metre-tall Zootopia centerpiece from Nov 21 to Jan 4. North American cities are on the roadmap next.
MINISO also teased a gamified theater element, encouraging moviegoers to spot a hidden easter egg when Zootopia 2 hits cinemas.
Why this matters for experiential retail
This isn't MINISO’s first themed activation. The brand piloted its first character-driven pop-up in May with a Lilo & Stitch experience in Singapore. That event featured over 400 Stitch-themed SKUs and interactive zones that blurred the line between retail and theme park.
Now, with the Zootopia campaign rolling out across key APAC markets and heading to the US and Canada, MINISO is signaling a long-term commitment to experiential retail as a growth lever.
Rather than just riding on Disney’s IP clout, MINISO is combining entertainment, interactivity, and social moments to drive foot traffic and basket size. Pop-up events encourage sharing, offline engagement, and impulse purchases. These are all things traditional retail struggles to do on its own.
The choice of Zootopia, with its message of diversity and urban energy, also aligns well with Gen Z values and urban youth lifestyles.
What marketers should know
MINISO’s Zootopia 2 campaign offers several key insights for marketers thinking about retail innovation, fandom marketing, or Gen Z engagement:
1. Experiential retail is now a core brand channel, not just a gimmick
Pop-ups and themed activations are becoming essential brand touchpoints. They're not just about photo ops. They drive product discovery, trial, and social amplification.
2. Fandom drives commerce, especially among Gen Z
Gen Z consumers don't just want products. They want stories, characters, and worlds they can belong to. By layering a familiar IP like Zootopia into its product experience, MINISO taps into that emotional loyalty.
3. Physical retail needs a content layer to stay competitive
From blind box unboxings to easter egg hunts, MINISO is using content mechanics to create shareable moments and sustained engagement. This turns a store visit into something memorable and share-worthy.
4. Localized execution adds cultural relevance
Every pop-up is locally themed to resonate with its market. This ensures that a global IP doesn’t feel like a one-size-fits-all rollout and helps boost local media and influencer interest.
MINISO’s Zootopia 2 campaign isn’t just another Disney collab. It’s a testbed for the future of physical retail where fandom, play, and product all converge.
As brands battle for Gen Z’s attention across screens and storefronts, the lesson here is clear. Make your retail moment feel like an experience, not a transaction.
