Why POPMART and MINISO are suddenly everywhere and what is actually worth buying
Over the past year I have noticed something shift in the way we shop for small moments of joy. It feels like we are moving away from big impulse buys and instead gravitating towards objects that are comforting collectible and just a little bit playful. That is where POPMART and MINISO come in. You might have walked past one of their stores recently or found yourself watching an unboxing video late one evening and wondered what the appeal really is. I did too. So I went looking with curious eyes rather than a shopping list.
This post is not a haul and it is not a hype piece. It is an honest look at what is new in POPMART and MINISO right now and why they seem to be striking such a chord.
POPMART feels like emotion in physical form
POPMART has grown far beyond the idea of novelty toys. Walking into one of their stores or even browsing online feels surprisingly reflective. The characters are not loud or childish in the obvious sense. Many of them feel introspective sometimes even quietly melancholic.
At the heart of POPMART are its original characters. Labubu from The Monsters series remains the most recognisable. Slightly sharp slightly mischievous and strangely endearing. Skullpanda leans darker and more fashion oriented while Hirono feels thoughtful and gentle as if designed for someone who values mood over cuteness. Crybaby taps into nostalgia and emotion in a way that feels deliberately soft.
What feels new at POPMART now is how far these characters have moved into lifestyle territory. It is no longer just about small vinyl figures on a shelf. There are plush pendants designed for bags keychains that feel intentional rather than childish and everyday objects like mugs phone accessories and small home pieces shaped around the characters. They are becoming companions rather than display pieces.
POPMART has also leaned heavily into collaborations. Disney collections have expanded with Mickey and Stitch series that reinterpret familiar characters through the POPMART lens. There have been anime collaborations and anniversary collections that feel almost ceremonial. These releases often sell out quickly but what stands out is that many people are not just collecting for value. They seem emotionally attached to the characters they end up with.
The experience of not knowing exactly what you will get still matters. The blind box model creates a pause a small ritual. In a world where everything is instantly customisable that moment of surprise feels oddly grounding.
MINISO is joy without commitment
MINISO offers a very different kind of experience but it complements POPMART in an interesting way. If POPMART feels like a slow emotional connection MINISO feels like immediate joy.
MINISO stores have changed noticeably recently. There is now a much stronger focus on pop culture zones themed displays and limited collections. Disney Pixar Sanrio Powerpuff Girls BT21 One Piece and Zootopia characters appear across plush toys stationery beauty tools bags cushions and everyday home items. It feels less like a discount lifestyle store and more like a cheerful pop culture edit.
What is especially new is MINISO’s move into blind boxes and original characters. Historically MINISO relied heavily on licensed characters but it is now developing its own intellectual property. These characters are simpler and more affordable than POPMART figures and that seems intentional. They are designed to be picked up casually without the feeling that you are starting a collection.
Another noticeable shift is the rise of vinyl plush hybrids. These are soft comforting objects with structured faces or details that make them feel designed rather than novelty. Many double as bag charms or desk companions. They are photogenic but also practical.
MINISO also excels at atmosphere. Their stores are clearly designed with social sharing in mind. Bright lighting themed displays and pop up events create a sense of fun that is immediate and accessible. You do not need to understand the brand deeply to enjoy it.
POPMART versus MINISO a gentle comparison
Choosing between POPMART and MINISO really comes down to intention.
POPMART feels suited to people who enjoy narrative emotional design and the idea of collecting slowly. The price point is higher and the attachment feels deeper. These are pieces you tend to keep rather than rotate.
MINISO is more spontaneous. It is affordable playful and low pressure. You can dip in pick up one thing and leave feeling lighter. It lends itself well to gifting or treating yourself after a long day.
Interestingly many people seem to enjoy both for different reasons. POPMART for moments of meaning and MINISO for moments of joy.
Why this trend makes sense right now
I think the popularity of these brands says a lot about where we are culturally. We are tired of excess but still want beauty. We want objects that feel kind to us. Cute does not mean childish anymore. It means comforting expressive and human.
Both POPMART and MINISO tap into that desire in different ways. One through storytelling and character and the other through accessibility and playfulness. Neither requires a large commitment but both offer something emotional in return.
A personal note
I went into this expecting to be mildly charmed and instead I found myself thinking more deeply about why these objects resonate. They remind me that design does not have to be serious to be meaningful. Sometimes a small figure a soft plush or a familiar character is enough to change the tone of a day.
If you have been curious about POPMART or MINISO this is a gentle invitation to look again slowly and without judgement. You may find something that feels unexpectedly personal.
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