On October 10, 2025, the month-long large-scale themed pop-up event hosted by Chinese designer toy brand HEYONE in Bangkok, Thailand, successfully concluded. Titled “Heyday Playland,” the event was held at ICONSIAM, the city’s landmark commercial and cultural complex, covering nearly 1,000 square meters. The pop-up drew huge crowds throughout its run, and with the release of several limited-edition products, it became one of the most influential cultural events in Thailand’s designer toy scene in September, as well as a new highlight of Sino-Thai cultural exchange.
ICONSIAM Transformed into Bangkok’s Trend Landmark as Crowds Flocked to the Event
Founded in 2022, HEYONE has built a strong portfolio of original IPs such as “OZAI,” “MIMI,” and “R3NA,” beloved by designer toy enthusiasts worldwide. The brand has become one of the most recognized Chinese original designer toy labels in the global market. HEYONE has long cultivated the Thai market, having exhibited for three consecutive years at the Thailand Toy Expo (TTE). This year, the brand gained widespread acclaim with joint giant sculptures and exclusive limited releases such as “MIMI - Ice Age Baby Elephant.” Its previous pop-up, themed “Sunset Orange Ocean,” also drew massive participation from local fans.
Over the course of a month, HEYONE continued its strong growth momentum in Thailand by hosting a series of themed events, including Media Day, MIMI & OZAI Week, and Surprise Week. On Media Day, held on September 12, Thai mainstream outlets such as Daily News and Bangkok Post attended the event, while local celebrities Pond Ponlawit and ICE PARISS joined the ribbon-cutting ceremony, adding to the buzz. Since the event’s opening, more than ten thousand visitors have come to explore and shop. Across platforms like TikTok and Instagram, the pop-up generated over 20,000,000 impressions. ICONSIAM became a hub for trend culture, as massive crowds queued up to purchase limited-edition items that sold out quickly—an iconic scene for the HEYONE brand and a testament to its strong market appeal.
During the event, HEYONE’s two signature IPs—OZAI and MIMI—took center stage. Limited-edition releases such as “OZAI - The Silent Tragicomedy,” “MIMI - Full Moon Moment,” and “MIMI - Jiuzhou Odyssey” made their surprise debuts during themed weeks, sparking long queues and selling out rapidly. Notably, “MIMI - Jiuzhou Odyssey,” MIMI’s first overseas-exclusive blind box series, was launched with an on-site premiere. MIMI’s designer HUHU personally signed autographs, took photos with fans, and listened attentively to their feedback on the new designs. The “MIMI - Jiuzhou Odyssey” series centers on MIMI’s journey across China, ingeniously incorporating traditional Chinese aesthetic elements such as paper umbrellas, lanterns, and scrolls. Its narrative draws inspiration from iconic Chinese locales including Sichuan and Chang’an, vividly presenting the harmony of natural imagery and humanistic spirit found in Chinese culture. HUHU commented, “Chinese style is the soul of MIMI. With this overseas-exclusive series, we hope to use MIMI as a cultural bridge that allows global fans to experience the profound charm and beauty of traditional Chinese culture.”
Strong Partnership: HEYONE Builds an ‘Emotional Ecosystem’ for Global Commercial Centers
“This ‘Heyday Playland’ pop-up marks HEYONE’s first large-scale event of its kind in Thailand,” said a HEYONE brand representative. “Unlike traditional pop-ups focused solely on sales, this event was co-created with ICONSIAM around the core concepts of culture, IP, and community—forming an emotional offline space. Through themed IP weeks and immersive interactive experiences, HEYONE continuously delivered emotional engagement to Thai consumers. Moving forward, HEYONE will continue to deepen its connection with Thai audiences and bring more high-quality experiences.” Commenting on the collaboration, a representative from ICONSIAM said, “HEYONE is one of the most influential Chinese designer toy brands in Thailand. In this partnership, HEYONE introduced a captivating collection of art toys rich in Chinese cultural and contemporary design elements, attracting a premium customer base. Together, ICONSIAM and HEYONE created a perceivable, interactive emotional and lifestyle space that has significantly enhanced our brand image. We look forward to further collaboration with HEYONE in the future.”
In the highly competitive designer toy market, HEYONE has built its strategy on original IPs and community-driven interest networks, collaborating with world-renowned shopping destinations to host IP birthday parties, art exhibitions, and thematic pop-ups that collectively form an offline “emotional ecosystem.” Notably, during the same period as “Heyday Playland,” HEYONE also held the “HEYONE Carnival” at Eastern Suburb Memory in Chengdu, which received an enthusiastic response. One attendee shared on social media, “HEYONE’s themed spaces offer much more than shopping—they provide a place to take photos, relax, and enjoy a fulfilling emotional experience.”
Since the second half of this year, HEYONE has actively participated in major international exhibitions in South Korea, Indonesia, and Singapore, while launching pop-ups across multiple global locations. The Bangkok collaboration with ICONSIAM marked the first stop of the “Heyday Playland” global tour, which will soon expand to Seoul, Singapore, and Taipei, further strengthening HEYONE’s international influence.
Looking ahead, a HEYONE brand representative stated, “HEYONE will continue to expand globally through a diversified mix of self-operated stores and themed pop-ups, deepening partnerships with leading international commercial centers. Our goal is to replicate and enhance our ‘emotional ecosystem’ model worldwide, delivering unique emotional consumption experiences to fans and consumers across the globe.”
Official Website: https://heyoneglobal.com/
Media Contact
Company Name: Heyone
Contact Person: Rong Zhongtao
Email: Send Email
City: Bangkok
Country: Thailand
Website: https://heyoneglobal.com/
