MINISO Dessert Kitchen: Key Takeaways
- MINISO’s Tian Xiwei partnership extends celebrity endorsement into character development, giving Furris Pig a dessert-themed world
- Plush toys, cushions and portable charms give shoppers several ways to engage with the character
- The launch combines MINISO LAND stores with online sales and celebrity publicity, but Furris’s longer-term appeal will depend on building its own fanbase
MINISO (名创优品) has appointed actress Tian Xiwei (田曦薇) to the ambassadorial position, then launched Dessert Kitchen, a collection of merchandise built around a fictional kitchen with a pink pig named Furris as its head chef.
The collection runs the kitchen theme across seated plush toys, paw-shaped cushions, miniature beanbag charms and scented plush blind-box charms. The idea is that shoppers have several ways to keep the character in circulation. There’s something to cuddle, bits and bobs for the home, and accessories to carry around.
The debut was organised around both stores and screens, online and offline
MINISO’s own catalogue also lists Furris within its Gift Bear and Friends range. The collaboration gives the pig a chef persona and dessert-themed setting. That connects a character in the retailer’s portfolio with Tian’s sweet, playful public image.
The debut was organised around both stores and screens, online and offline. The collection launched at MINISO LAND locations in Shanghai, Hangzhou, Chongqing and Beijing, and then went online to push the collection through Tiktok and Tmall. In her role as brand ambassador, Tian joined the opening-hour Tiktok livestream to boost publicity.
The partnership follows another celebrity appointment with a creative remit. In August, Chinese singer and fashion figure Li Yuchun became chief creative officer of CHOUCHOU, MINISO’s new range of sprite-like collectible characters. Both collaborations fit MINISO’s wider push into development of its own character portfolio.
Dao view: Can Furris find the customers?
The longer-term aim for a plush toy range like this is to generate affection. Tian Xiwei has the right kind of vibe to align with this motive. She’s also got a big fanbase.
Her Rednote account lists over 3.5 million followers and her posts have over 9.99 million+ likes and saves. But for Furris to really break into the big leagues of plush-toy merchandising, Dessert Kitchen will have to find its own fans.
