Hong Kong’s Wellcome supermarket chain has teamed up with global licensing giant IPX to launch a limited-edition summer collection featuring the irresistibly cute LINE FRIENDS minini characters. The partnership, branded “LINE FRIENDS minini meets Meadows,” brings the beloved animated figures to everyday household essentials—from ice cream and bottled water to tissues, travel sets, and kitchen storage. Running now through July 16, the promotion offers steep discounts across multiple categories and a chance to snag an exclusive thermal tote bag with qualifying purchases.
A Summer Collaboration with Global Appeal
Wellcome’s own-brand Meadows has built a reputation for affordable, practical home goods. By infusing Meadows products with LINE FRIENDS minini designs, the supermarket aims to inject a dose of whimsy into shoppers’ daily routines. The collection spans food, home care, cleaning supplies, travel accessories, tableware, and kitchen essentials—all wrapped in packaging featuring minini’s signature wide-eyed charm.
Hong Kong shoppers have long responded enthusiastically to character-themed merchandise, and this tie-up capitalizes on that trend. IPX, the digital entertainment group behind LINE FRIENDS, has seen its properties become cultural staples across Asia, making the partnership a strategic move for Wellcome to drive foot traffic and basket size during the summer season.
Product Lineup: From Ice Cream to Travel Essentials
Food highlights include LINE FRIENDS minini wafer ice cream cups (three-pack of 100ml cups) in vanilla and chocolate, with chocolate wafers embossed with minini faces. The standard price of HK$48 per box drops to HK$38 during the promotion. Meadows 600ml distilled water featuring minini graphics is also available at HK$3.5 per bottle.
The household range covers cleaning and personal care:
- Mini tissue packets (12-pack): HK$5 each when buying two at HK$10
- Antibacterial fragrance-free wet wipes (3-pack): HK$9 per pack with two-for-HK$18 deal
- Antibacterial pine-scented wet wipes (90-sheet): HK$15 each with two-for-HK$30 offer
- Facial tissue (5-pack small): HK$11.5 per pack with two-for-HK$23
- 3-ply printed toilet paper (10 rolls): HK$28 per roll with two-for-HK$56
Travel enthusiasts can refresh their kits with minini-themed bedding, towels, and pillowcases. A four-piece travel bedsheet set is HK$29.9, down from HK$39. Bath towels (140x70cm) cost HK$11.95 each when buying two, while face towels (two-pack) are HK$7.95 per pack on the deal.
Tableware essentials include:
- 10oz paper bowls (10-pack): HK$10 each with two-for-HK$20
- 9-inch paper plates (10-pack): HK$12.5 each with two-for-HK$25
- 8oz paper cups (10-pack): HK$8.5 each with two-for-HK$17
Kitchen helpers get a boost with Meadows double-seal zipper bags (medium, 50-count) at HK$22 each.
Exclusive Offers and How to Get the Insulated Bag
One of the most sought-after items is the LINE FRIENDS minini meets Meadows summer insulated bag, valued at HK$19. Shoppers can purchase it for just HK$15 with any product purchase from now until July 16. The bag features playful graphics and is designed to keep drinks and ice cream chilled—ideal for picnics and outings.
Bonus Cardholder Discounts
From now through July 13, Hang Seng enJoy cardholders receive an extra 8% off when spending HK$100 or more in-store, or HK$600 or more online at the Wellcome e-shop or yuu platform. The discount has no cap, and cardholders also earn triple yuu points, which can be redeemed for cash.
This collaboration reflects a broader retail strategy in Hong Kong: leveraging beloved intellectual properties to create urgency and emotional connection with consumers. With limited-time pricing and collectible designs, Wellcome is betting that minini magic will translate into trolley loads of summer essentials. Shoppers looking to beat the heat with a dose of cuteness should visit their nearest Wellcome before the promotion ends.