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MINISO Creating a Global Sensation with Blind Boxes

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Global lifestyle brand MINISO is turning shopping into a fun game with its latest  #MysteryDiamondHunt blind box campaign.

The phenomenon of blind boxes has taken the world by storm, and few brands have embraced this trend as successfully as MINISO. With its latest campaign, the #MysteryDiamondHunt, the global lifestyle retailer has created a sensation that has captured the attention of customers across more than 20 countries and regions.

The #MysteryDiamondHunt offers customers the chance to win real diamonds and crystals by purchasing a #MysteryDiamondHunt blind box from one of MINISO’s many stores worldwide. Six lucky winners will receive GIA-certified diamonds, while hundreds of thousands of Austrian crystals are up for grabs. All of the precious stones are set on MINISO limited edition MINI Family figurines, adding to the brand’s spirit of fun and playfulness.

Blind Boxes Attracting Millenials and Gen Z Consumers

MINISO’s blind box offerings have proven to be incredibly popular among Millennials and Gen Z consumers, who are drawn to the unique unboxing experience and element of surprise. The brand’s exclusive blind box collections have seen impressive YoY growth in overseas sales, with a 110% increase in 2022 alone. The Sanrio Characters, Disney Collection, and MINI Family special edition blind boxes have been particularly popular among global consumers.

Creating an Immersive and Enjoyable Experience

MINISO’s CMO Robin Liu believes that the #MysteryDiamondHunt is an opportunity to showcase the brand’s well-designed blind box products and attract more people to try them out for the first time. The company has decorated its blind box zones in stores specially for the diamond hunt, creating an immersive and enjoyable experience for customers.

MINISO CMO Robin Liu said:

MINISO is committed to creating exceptional experiences that bring joy and happiness to our customers. With the #MysteryDiamondHunt campaign, our goal is to provide customers with an unparalleled sense of anticipation and excitement, emotions which are also at the core of our blind box collections.

The #MysteryDiamondHunt is not just a game of luck but an opportunity to add sparkle to everyday lives. By embracing the thrill of unboxing real diamonds and crystals, customers can create unforgettable MINISO memories. As a global lifestyle brand, MINISO aims to introduce the fun of blind boxes to people worldwide and encourage them to discover the joy of collecting them.

Understanding How to Connect with Customers

In conclusion, MINISO has created a global sensation with its #MysteryDiamondHunt campaign, tapping into the popularity of blind boxes and offering customers a chance to win real diamonds and crystals. The campaign has been a huge success, with customers worldwide eager to participate and discover the thrill of unboxing MINISO blind boxes.

With its playful and fun approach, MINISO has once again proven that it is a brand that understands and connects with its customers.

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