On September 12, 2025, Chinese designer toy brand HEYONE launched a month-long large-scale themed pop-up event at Bangkok’s iconic commercial and cultural complex, ICONSIAM. The event, themed “Heyday Playland,” covers more than 1,000 square meters, becoming a new landmark for Bangkok’s designer toy culture.
As of press time, the event has already attracted more than 5,000 visitors for on-site viewing and purchases. Multiple Thai mainstream media outlets such as Daily News and Bangkok Post reported live from the event, while well-known celebrities including Pond Ponlawit and ICE PARISS made appearances. With a series of limited new products released successively, the event’s influence has further expanded, making it one of the most influential cultural events in Thailand’s designer toy sector this September.
MIMI Designer Signing Event, Chinese-Style Series Reaches Record Popularity
Founded in 2022, HEYONE focuses on creating trendy culture and sharing pure playfulness. The brand has developed an IP portfolio represented by “OZAl” “MIMI,” and “R3NA,” which has been well-received by designer toy enthusiasts at home and abroad, becoming one of the most closely followed original Chinese toy labels. At this event, HEYONE launched new editions of representative IPs including “OZAl– The Silent Tragicomedy” and “MIMI – Full Moon Moment,” which were warmly welcomed by fans. The much-anticipated overseas-exclusive blind box series “MIMI – Jiuzhou Odyssey” was also launched on September 13. With MIMI traveling across China as its theme, the series ingeniously incorporates classical Chinese aesthetic elements such as oil-paper umbrellas, lanterns, and scrolls. The storyline includes representative locations such as Sichuan and Chang’an, showcasing the natural and cultural essence of traditional China. The products sold out immediately upon release.
Since its creation, MIMI has released more than ten series. With its outstanding Chinese-inspired designs and profound cultural foundation, it has been widely loved by designer toy enthusiasts. Series such as “MIMI – WuShi Xiao YaoGuai” and “MIMI – The Poem of Nature” went viral, leading to MIMI being hailed as the “No.1 Chinese-style IP” in the designer toy world.
This event marked the first offline release of the “MIMI – Jiuzhou Odyssey” series. At the launch ceremony, designer HUHU held a signing session for fans, posed for photos, interacted warmly, and carefully listened to their impressions and suggestions about the new release. HUHU said: “Chinese aesthetics are the soul of MIMI. This overseas-exclusive collection is designed to make MIMI a cultural link, allowing global fans to appreciate the landscapes of China and experience the profound charm and unique beauty of traditional Chinese culture.” One fan, after the interaction, could not hide her joy, saying: “It is such an honor to meet HUHU. I have always been fascinated by traditional Chinese culture, and MIMI perfectly captures the essence of Chinese aesthetics. The ‘Jiuzhou Odyssey’ series is compelling from its design to its story, and it makes me look forward even more to Chinese-style designer toys.”
Viral Success in Thailand, HEYONE Uses Designer Toys to Spread Chinese Culture
Since the second half of this year, HEYONE has actively participated in major international exhibitions in South Korea, Indonesia, and Singapore, and launched pop-up events in various global markets. This collaboration with Bangkok’s well-known commercial center ICONSIAM marks the first stop of the global “Heyday Playland” pop-up tour. HEYONE has long cultivated the Thai market, having exhibited at the Thailand Toy Expo (TTE) for three consecutive years. At this year’s expo, HEYONE presented the MIMI series new product “Ice Age Baby Elephant,” which sparked heated discussions. This Thailand-themed limited edition incorporated the auspicious symbolism of elephants in Thai culture with traditional Chinese design, blending Thai patterns with glacial motifs. While preserving MIMI’s Chinese aesthetic, it cleverly infused local cultural elements, and was enthusiastically welcomed by Thai consumers.
Driven by the wave of globalization, designer toys have become a new force for spreading Chinese culture abroad, standing out in overseas markets with unique charm. Represented by MIMI, HEYONE’s original IPs have become cultural phenomena thanks to their deep cultural content and emotional resonance. The success of the “Heyday Playland” pop-up in Bangkok shows that Chinese traditional culture, carried through designer toys, is gaining popularity worldwide. For HEYONE, the mission has gone beyond simply “selling products” to taking on the role of “spreading culture.”
Looking ahead, designer toys are expected to become a new “language” for dialogue between China and the world, vividly telling Chinese stories, promoting culture, and fostering multicultural exchange. As a leading brand in the designer toy industry, HEYONE has already made its mark internationally. Moving forward, it will continue to play a leading role, injecting strong momentum into the global expansion of Chinese designer toy culture and helping Chinese culture shine on the world stage.
HEYONE Official Website: https://heyoneglobal.com/