MINISO Takes YOYO Mascot to Paris Fashion Week in Chinese Heritage-Themed Campaign
MINISO displayed its YOYO mascot in Chinese heritage couture at Paris landmarks on October 12, 2026, alongside partners Bosideng, Midea, and MuseMarry.
MINISO (名创优品) staged a multi-format campaign around Paris Fashion Week on October 12, 2026, centering on its YOYO IP mascot dressed in Chinese-heritage couture and displayed at some of the French capital's most prominent landmarks.
The centrepiece of the activation was a custom haute couture ceramic dress for YOYO, designed by Liwen Liang (设计师 Liwen Liang) and inspired by Jingdezhen porcelain. Nine additional Chinese-style looks were created for the mascot, drawing on traditional elements including Miao silver accessories with wax-dye embroidery, blue-and-white porcelain motifs paired with a ceramic lantern, a Hanfu Tang-style dress, and a qipao.
Oversized YOYO figures were installed at the Arc de Triomphe, Eiffel Tower, Louvre, and Champs-Élysées, each holding a banner reading "Chinese Design · Give an Example." Mobile LED billboard trucks broadcast YOYO promotional video across the city, and MINISO's Paris stores were dressed in Chinese aesthetic décor for the occasion.
The campaign incorporated a joint appearance with Chinese brand partners Bosideng (波司登) and Midea (美的), as well as bridal-wear label MuseMarry (MuseMarry 婚纱), presented through a "magic photo frame" display format. Limited-edition merchandise produced for the event included tote bags, handmade woven fans, colorful YOYO charms, blue-and-white porcelain YOYO trading cards, and themed paper bags.
The campaign reflects a broader pattern of Chinese consumer brands using Paris Fashion Week as a platform to assert cultural identity rather than simply borrow Western fashion credibility. MINISO's use of a domestically beloved IP as the vehicle for that messaging — rather than a collection or a designer name — marks a distinct approach within that trend. Paris Fashion Week coverage in China Insider's recent reporting also includes Bosideng's "Blossom" Autumn/Winter 2026 collection presentation and Huili 1927's Spring/Summer 2027 debut, both of which leaned on heritage narratives at the same venue.
