MIMI

HEYONE's IP MIMI is an original IP that has attracted much attention in the field of trendy toys in recent years. With its unique Chinese aesthetics, emotional narrative and cross-border business innovation as its core competitiveness, it has become an important symbol connecting traditional culture and modern trends.
Launched by HEYONE in 2020, MIMI, a core IP within its brand strategy, blends traditional Chinese culture with modern artistic expression. Since the debut of its first vinyl blind box series, "MIMI's City Walk Series," MIMI has further deepened its Chinese-inspired positioning through series such as the "MIMI New Chinese Style-letter Series," "MIMI Stories in Chang'an Series," "MIMI Leisurely Immortal Series," and "MIMI Mtyh Mountain and Poseidon Series," forming a diverse product portfolio encompassing the four seasons, mythology, and nature. The "MIMI Leisurely Immortal Series," launched in winter 2023, further solidifies its position as the leading Chinese-inspired brand with its carefree deities and roaming scenes.