MINISO / Brand Activation & Experiential Marketing / 2025

UNBOX THE WONDERS

MINISO’s Global “UNBOX THE WONDERS” Blind Box Carnival celebrated collecting, creativity and the thrill of discovery—bringing fans together through the shared joy of surprise.

KUPU LAB / PROJECT PORTFOLIO

The challenge

Turn the personal excitement of collecting into a shared brand experience that connects fans across cultures.

The idea

Unbox. Flex. Repeat. Through immersive pop-ups and exclusive collaborations across Asia, Europe and the Middle East, MINISO invited fans to discover, collect and share. Each blind box became a new story; each reveal, a moment of connection.

The impact

The carnival brought a global celebration into local experiences. Through #UNBOXTHEWONDERS, individual discoveries became shared stories, connecting collecting communities through creativity and surprise.