YOYO甜心生日派对

2026年07月24日-2026年08月23日

上海 环贸iapm

项目现场

2026年7月24日至8月23日，名创优品YOYO「甜心生日派对」三城巡展落地上海环贸iapm中庭，是品牌依托热门萌系IP打造的暑期核心线下营销项目，依托IP治愈暖心的核心调性，面向年轻女性、亲子群体及潮玩爱好者，以生日派对主题场景活化商场暑期客流，借助城市巡展形式拓宽IP传播边界，深化名创优品年轻化、治愈潮流的品牌形象。

在空间造型与制作层面，整场快闪以甜粉与奶白为主视觉色调，搭配糖果、蛋糕、气球等生日元素构筑缤纷嘉年华氛围，以巨型YOYO蛋糕立体装置作为核心视觉地标。场地采用轻量化模块化搭建工艺，科学划分打卡门头、大头贴互动区、潮玩陈列区与周边售卖区，配套户外主题雪糕车场景，软萌缤纷的整体布景适配昼夜全时段氛围感拍摄，同时集中发售多款全新盲盒及周年限定周边。

本次展览以开幕核心活动期为营销传播关键载体，借助艺人田曦薇空降助阵引爆首轮热度，叠加全域打卡兑礼、社交探店抽奖、消费阶梯满赠等多元福利玩法。高密度的线下互动体验持续聚拢客流、激活粉丝圈层，催生海量社交UGC内容，形成线下实景引流、线上话题裂变的传播闭环，成功打造今夏淮海中路标志性的萌系潮玩主题快闪空间。

From July 24 to August 23, 2026, MINISO YOYO “Sweetheart Birthday Party” three-city touring pop-up lands at the L1 atrium of Shanghai IAPM. As a key summer offline marketing project based on the popular healing IP, the campaign targets young girls, family groups and toy enthusiasts, activating mall summer passenger flow with cute and warm themed scenes and further empowering the brand’s youthful and trendy positioning.

In terms of spatial design and production, the venue adopts sweet pink and creamy white as dominant tones, decorated with candies, cakes and balloons to build a lively birthday carnival atmosphere. Centered on a giant three-dimensional YOYO cake installation, the lightweight modular space is divided into multiple functional areas with an outdoor themed ice cream truck booth. The colorful and lovely scene is suitable for all-day shooting and displays a full range of newly launched blind boxes and limited peripheral products.

Taking the opening-day intensive activities as the core communication carrier, the event invites celebrity TianXiwei to boost on-site popularity, together with full-scene check-in gifts, social sharing lucky draws and tiered consumption benefits. The immersive offline experience continuously attracts fans and generates abundant UGC content on social platforms. Realizing perfect offline drainage and online viral communication, the project builds a representative cute toy-themed pop-up landmark on Huaihai Road in summer.

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