About a week and a half ago on April 25, Miniso had their very first Hello Kitty and friends pop up store at the Scarborough Town Centre (STC) mall. This was the first event in Canada. What was so special about this event? The newest addition to Hello Kitty and friends was the new blind box racing edition. Along with 500+ other cool items that aren't found in regular Miniso stores. AND the finale? They were bringing in both Hello Kitty and Cinnamoroll characters for pictures!
Just look at how cuuuuute they are!
Sounds totally exciting right?!
On paper it definitely sounded exciting. I mean, the FIRST pop up in Canada! And this was being promoted all through social media and word of mouth. You would think Miniso would expect a huge turnout.
But no, it was chaos.
The first Hello Kitty & Friends pop up store, meet & greet.
Let me break it down to you. In order to take picture of the characters, you must first buy something at the pop up shop. Once you show the receipt to the team, they will guide you to the line up to take pictures with the characters. On paper once again, it sounds simple. Well, let me tell you how it actually went down. You ready for the tea?
The event began early on Saturday morning. For those crazy enough to do this, they lined up outside of the mall at 4am. When the doors were still closed. I kid you not. These were HARDCORE fans. I was not that crazy. I still wanted my beauty sleep, so my friend and I (and God bless her for coming with me), decided to meet at 9:45am to line up.
I got there first and saw this line in front of Sephora. However it looked quite short. I asked the lady in front if this line up was for the pop up store. She mentioned it was actually for the characters, and the line up for the pop up was on the other side. I thanked her and made my way over, and COWABUNGA. The line up was INSANE. Torontonians love lining up for the most random things.
I don't know who decides on how the line up goes, but it sort of snakes around the entire place. I had to ask for directions on where the damn line began. So I lined up first, while my friend joined me shortly after. Initially the line seemed to be moving at an alright pace. I wish there were signs, but there were plenty of security around and STC staff, but apparently NOT ENOUGH.
My friend and I continue lining up, chatting up about life and what not. The lady behind us had brought her daughter, as her daughter was a huge fan of Kuromi (that makes 2 of us!!). Her daughter begged her to come to the mall and take pictures with the characters. This was tough for the lady as she had work at 12:30pm and rushed to line up at 10am with her daughter. A lot of kids were actually there lining up with their parents, and a lot of kids and adults dressed up for this event. I had my Kuromi sweater that my bestie bought for my birthday.
So here we are, at this point lining up for 1.5 hours and we sort of hit a slow zone. The lady is getting a bit antsy with waiting as now she is close to her work time. Meanwhile my very brave yet no BS friend goes to find the coordinator of the event to see how long it would take to get to the characters. At this point, it was about 11:20am.
After what seemed like forever, my friend returns back and delivers the saddest news: they have officially closed the line up for the characters because they were only there for a 3 hour window, from 10am to 1pm. In between, they were required to take 20 minute breaks, because the costumes do get quite humid, and it would be inhumane to not give people a break from the humidity. When you think about it, a 3 hour window is not a lot of time already, but add 20 minute intervals in between, and you're probably looking at a 1.5 hour event instead. There is no way they are getting through this massive line up, so of course, they decide to cut off the line.
Now, the thing is, they did not announce this to those lining up for the pop up store. Keep in mind a lot of people showed up to this event primarily for the characters. The pop up store would still remain for the next month to shop, but the characters were only there for that one day, for 3 hours. In simple terms, everyone was lining up, thinking they would get a chance at taking pictures with the characters but no one from Miniso had gone around yet to inform them all of the bad news.
When the lady and her daughter found out, honestly it was the most depressing thing a mother could do, to deliver bad news to her young daughter that hey, we can't get photos with the characters because the line is closed. Other people nearby heard us talking and were stunned as well. The coordinator did not expect such a huge turn out. But hello, you guys promoted this event like crazy via social media. It was over hyped. And considering this is the first hello kitty pop up in Canada, did you not think this would draw people in?? They clearly underestimated the event.
The best request though? The coordinator asked MY FRIEND if she could go around and pass the message along. UMMM WHAT? No, that's YOUR job. My friend ain't getting paid for any of this, and there's no way in hell she is going to deal with the backlash that will happen from these customers. Like, are you kidding me?! Obviously my friend told her no, get your employee to do it. That's not my job. Eventually the coordinator did speak with an employee. This poor soul had to deliver the bad news to the massive line up, one by one.
As for the solution for the remainder of the massive line, how would they get the photos? The coordinator suggested after the photo session, they could do a group photo with everyone in line, before the characters finish their shift at 1pm. Again, this was only a suggestion, but no guarantee that this would happen. And how would this group selfie work? You'd only be able to use one camera. It's not like everyone can ask for photos with their own phones.
At this point, my friend asked if we should still line up because at this rate, it would take another hour to get into the pop up store. I could go to this pop up store anytime - it didn't have to be opening day. Plus my back was also aching from standing so long, I had to leave the line a few times to either walk it off or sit down and rest. Since both her and I were not THAT desperate to shop in a crowded pop up shop, we decided to just leave the line. The lady and her daughter behind us had already left given that she had work.
Instead, we went around to try and find these characters and eventually we did. We snuck in a few pictures, and my friend is a ninja - she managed to snap some up close, while evading security. Now that's a true friend! Like damn, we could've just done this instead of waiting in line for over an hour and a half!
My friend being stealth.
After that, we just decided to sit down and grab some lunch and catch up on life. Honestly, it was a very interesting girls day out (a much needed one).
The Miniso pop up event? It was a fail.
The characters were the ones that really made everyone hyped up, but to disappoint a whole bunch of fans is just on a different level. Especially the kids. The amount of disappointed kids (and parents who had to be dragged out early to this event), you just can't imagine.
Honestly, this event would've been more successful if they hired 2 pairs of characters. When 2 are on the floor taking photos, the other 2 are on standby outside, getting their breaks. When it is ready to switch sides, you swap. And you keep going until the photo session ends. This would've made the line flow much quicker, and everyone would get a chance at photos. Miniso has the budget to hire 2 more people to play characters. It's not like they're operating on welfare.
Another mistake? Don't promote the event as the very first pop up store in Canada, if you aren't going to anticipate a huge turn out. As a coordinator, you ALWAYS anticipate the unexpected and worst case scenarios. You don't just blame the "I didn't know it was going to be so big" game. Then why are you a coordinator?
Miniso, get your SH!T together before you announce another pop up event.
