Sanrio character, Cinnamoroll, recently celebrated his 20th anniversary with lifestyle retailer, MINISO, by launching a new limited collection, including plushies, pillows, blankets, stationery and gifts.  

Last month, a giant Cinnamoroll-themed airship rose to the sky in Guangzhou, southern China, to celebrate the occasion with Sanrio and Cinnamoroll fans. The 12-meter airship flew past the Canton Tower, along the Pearl River in Guangzhou city. 

“MINISO has made its name by collaborating with different brands and delivering functional, affordable, well-designed products to Gen Z consumers in different markets,” says Robin Liu, chief marketing officer, MINISO. “Guided by our vision of bringing joy to the world, MINISO will continue to work with licensors like Sanrio, who share the same vision as ours by investing in products and more IP-related activities desired by young consumers.”