Miniso Opens Wednesday-Themed Interactive Pop-Up at Nana Ouyang's "Playlist Carnival" Concert
Miniso opened a Wednesday IP pop-up at Nana Ouyang's "Playlist Carnival" concert on September 16, featuring interactive bookshelves, hidden compartments, and Easter eggs.
Miniso (名创优品) opened an interactive pop-up space on September 16, 2026, themed around its Wednesday IP — a brown, introverted, highly sensitive dog character — during singer and actress Nana Ouyang's (欧阳娜娜) "Playlist Carnival" concert.
Titled "Wednesday's Little House," the offline space was designed for active visitor engagement rather than passive display. Guests could explore bookshelves, hidden compartments, and Easter eggs embedded throughout the installation, each element tied to the Wednesday character's personality and world.
The activation is entirely offline, with no announced digital or e-commerce component. By anchoring the IP experience to a live concert attended by Ouyang's fanbase, Miniso placed Wednesday in direct proximity to an audience predisposed to character-driven merchandise and immersive brand moments.
The format reflects a broader pattern in China's IP merchandise market, where brands seek to convert fan foot traffic at live events into emotional attachment to a character, rather than relying on shelf placement alone. Tying an IP pop-up to a concert allows Miniso to reach an audience already in an experiential mindset, making the interactive "Little House" format — with its discoverable Easter eggs — a deliberate contrast to conventional retail display.
