On April 5, 2026, the annual Thailand Toy Expo (TTE) concluded successfully at Central World in Bangkok. As one of Southeast Asia’s most prominent and influential art toy events, this year’s expo attracted over 30,000 visitors and brought together more than 300 brands from 14 countries and regions worldwide. Among them, Chinese art toy brand HEYONE returned once again. Over the three-day exhibition period, in addition to multiple limited-edition releases selling out, its broader lineup of IP products also drew strong attention, making it one of the most talked-about brands on site.
Recreating TTE’s Signature Queue Phenomenon, Thai Cultural Releases Become Crowd Favorites
This year marked HEYONE’s fourth consecutive appearance at TTE. In the previous three editions, its booth consistently drew long queues, with limited releases from popular IPs such as OZAI and MIMI becoming lasting highlights for many fans. At last year’s expo, HEYONE’s collaboration with the organizer’s IP “NONGTOY” on “OZAI · Wind-Up Bear,” along with the Thai culture-inspired “MIMI · Ice Age Baby Elephant” collectible figure, attracted enthusiastic responses from attendees and stood out as some of the most eye-catching and sought-after items of the event.
At this year’s expo, HEYONE centered its presentation around the upcoming OZAI · Future Curio Shop blind box series, transforming its booth into a retro-futuristic pop-up space under the theme “Future Curio Shop in Thailand.” As one of the key highlights of the exhibition, the new OZAI · Future Curio Shop series integrates OZAI’s signature soothing and endearing character into a warm, relaxed futuristic retail setting. In addition, two Thai culture-inspired limited-edition collectible figures—MIMI · Siam Wish Wealth and MIMI · Melody Journey Of Elephant—also stood out. These designs continue the creative approach of blending the MIMI character with iconic Thai cultural symbols such as the Siamese cat and the elephant, reflecting a vibrant sense of life and harmony. Both pieces quickly became top-selling favorites at the HEYONE booth. One fan shared enthusiastically, “These two MIMI figures feel like the best gift HEYONE could give to Thai fans—I absolutely love them!”
Throughout the three-day exhibition, the HEYONE booth maintained strong visitor traffic, with a cumulative total of over 2,000 visitors stopping by to explore and shop. This popularity extended beyond product appeal. During the interactive “Find MIMI” activity, one participant successfully identified the hidden MIMI among numerous Siamese cat figures in just five seconds. In another area, fans joined staff in singing the “MIMI Song” to receive exclusive gifts, creating a lively and joyful atmosphere. These thoughtfully designed interactive experiences attracted large crowds and encouraged spontaneous sharing, further amplifying the booth’s visibility and making it an undeniable focal point of TTE. Commenting on the response, a HEYONE marketing representative said, “The enthusiasm from Thai fans remains as strong as ever. The overwhelming response on site is the greatest affirmation of our commitment to original design and localized creativity. Moving forward, we will continue to deepen cultural resonance and bring more heartfelt creations to our audience.”
Original IP Strength: Cross-Cultural Fast Fashion Disrupts Thailand’s Art Toy Market
Through distinctive original design and emotional storytelling, HEYONE continues to gain increasing recognition among Thai consumers, steadily building a cross-cultural brand presence. This success is rooted in its long-term investment in the Thai market. Beyond participating in TTE for four consecutive years, the brand has implemented a series of localized initiatives. For example, in December 2024, OZAI launched a Thailand-exclusive edition in Bangkok alongside the “Orange Ocean in Thailand” themed pop-up, which sparked strong purchasing enthusiasm. Later, in September 2025, HEYONE introduced multiple IPs at ICONSIAM in Bangkok through the one-month global debut pop-up event “Heyday Playland.” These initiatives have continuously strengthened the emotional connection between the brand and local audiences.
It is understood that, unlike some brands that rely primarily on price advantages for overseas expansion, HEYONE has, in recent years, built its strategy around original IP. Leveraging a “market-specific strategy” approach and a 45-day “small-batch, rapid turnaround” model, the brand has established strong and stable user engagement in Southeast Asia, with Thailand at its core. HEYONE has not only executed multiple pop-up events and exhibitions locally but has also formed stable partnerships with over 200 retail outlets, driving rapid sales growth. Analyzing its exhibition and product strategies reveals that HEYONE is not merely exporting consumer goods to the Thai market. Instead, it is committed to continuously delivering an IP portfolio that combines artistic value with emotional resonance, gradually fostering cross-regional consumer identification. The essence of this approach is not to capture short-term market share, but to build a sustainable brand moat overseas through enhanced product development efficiency and deep cultural insight.
From the bustling scene at TTE to its deep-rooted cultural engagement locally, HEYONE’s success in Thailand is far from coincidental. It signals that Chinese art toy brands, represented by HEYONE, are entering a new phase of development in Thailand—one centered on IP value and localized depth. HEYONE’s journey not only strengthens its own brand moat but also offers the industry a new paradigm that goes beyond simple trade, emphasizing long-term cultural resonance.
