Lifestyle brand MINISO opened its first MINISO x “Jennie Ruby” pop-up in Shanghai, marking its collaboration with BLACKPINK member Jennie and her solo album “Ruby.” The launch recorded first-day sales exceeding RMB 2.2 million.
Running through April 19, the MINISO x “Jennie Ruby” pop-up is located in the Grand Gateway Plaza’s central atrium in Shanghai’s central business district and features a red-and-black themed space inspired by the album’s visual identity. The environment combines design elements with a retro aesthetic to create an offline experience for fans.
The collaboration includes more than 70 SKUs across accessories, collectibles, stationery and everyday items, all based on the “Jennie Ruby” aesthetic. Loungewear exclusive to the pop-up launched alongside the collection.
Following the Shanghai debut, MINISO x “Jennie Ruby” themed stores opened in Beijing and Guangzhou on March 21. The activations run through April 21 at MINISO LAND Chaoyang Avenue Park Store in Beijing and MINISO’s Beijing Road Flagship Store in Guangzhou.
“Building on the success of its previous collaboration with K‑pop group ENHYPEN, MINISO’s partnership with Jennie taps into the huge appeal of K‑pop among younger audiences worldwide,” said MINISO in a release.
“Through celebrity‑driven collaborations, MINISO translates top‑tier IP influence into interest‑based consumption, offering products that combine trend relevance with everyday usability and reinforcing its global lifestyle brand positioning.”
