Chinese lifestyle and retail brand Miniso has joined forces with Twinkle Fair — a trendy toy brand inspired by the popular mobile game Love and Deepspace — to create a Twinkle Fair x Miniso pop-up experience in Shanghai.

The event's debut location at the Shimao Festival City shopping mall in the city's Huangpu district, blends the virtual world of Linkon city with real-world interactions, offering players a nifty adventure.

Linkon city, the fictional setting of the game, serves as the central backdrop for the narrative, where players engage in romantic storylines and battle alien invaders threatening the city.

The pop-up recreates key in-game elements — such as claw machines — and features interactive zones, photo spots and exclusive merchandise.

Over 100 co-branded items, including plush toys and themed accessories, are available at the store.

Visitors can use their purchase receipts to play the claw machines or snap photos with a custom plush wall showcasing game characters. A standout attraction is the Shanghai-exclusive "plush parade", which invites fans to interact with life-sized game mascots.

To ensure a smooth experience and accommodate more visitors, the event uses a reservation system with purchase limits. The opening day attracted a huge crowd, highlighting the strong appeal of the game among its young fanbase.

Overall, Shimao Festival City is said to be continuing to establish itself as a hub for youth culture. The pop-up is viewed as underscoring the mall's commitment to tapping into China's growing interest consumption trends, creating events that resonate with a diverse audience.

When: Now to Jan 20, 2025

Where: No 829 East Nanjing Road, Huangpu district

Source: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"