Some people spent their childhoods mastering football tricks, building intricate LEGO cities, or battling it out on their Nintendos. I spent mine obsessively hunting for anything kawaii, kitsch, and slightly ridiculous. When I was nine, on holiday in Las Americas, Tenerife, I had one mission: visit the Hello Kitty store I’d spent weeks obsessively researching beforehand.
In 2009, before smartphones were truly smart and Google Maps was as seamless as it is today, this was no easy feat. Armed with vague directions and sheer determination, my mum and I set off while my granny (who was 69 at the time and had no interest in trekking across the island for plush toys) parked herself at a nearby pub. After what felt like an eternity in the sweltering heat, we finally arrived—only to find the shop shuttered. I was heartbroken. That store was supposed to be the highlight of my trip—the place where I’d finally get my hands on rare Hello Kitty merch that no one else at school had. Instead, I stood outside, staring at the closed sign, as my mum tried to console me with promises of ice cream.
Back then, being obsessed with kawaii took serious dedication—trawling niche import sites for Sanrio merch, eye-wateringly expensive Blythe dolls, and rare Pocky flavours, racking up international shipping fees, and hoping whatever I found was actually shippable to the UK. Fast forward to now, and cute culture isn’t just a niche internet subculture—it’s a full-blown pop culture moment. Last year, Somerset House in London hosted “CUTE,” an exhibition exploring the cultural power of all things adorable, while Primark has been rolling out Hello Kitty cafés across the UK. Cute is no longer just for kids—it’s a global industry, and Gen Z and Millennials are leading the charge.
Scotland gets in on the cute craze
And now, Edinburgh is finally getting its turn. With blind boxes dominating TikTok, plushies selling out worldwide, and cutesy accessories becoming must-have fashion items, MINISO’s arrival in Scotland couldn’t be better timed. Instead of scouring the internet or waiting weeks for overseas shipping, we’re finally getting all the viral plushies, blind boxes, and aesthetic homeware right on our doorstep.
Fans of nostalgia will also find collections from Hello Kitty and Friends, Stitch, Barbie, Harry Potter, Disney, Pokémon, and Hot Wheels. And if you grew up loving Care Bears, My Little Pony, or Snoopy, you’ll be happy to know they’ll be there too.
Why we can’t get enough of cute collectibles
The demand for blind boxes, plushies, and pastel stationery isn’t just about aesthetics—it reflects a shift in how people find comfort. With the world feeling a little chaotic, small, affordable joys offer a moment of escape.
The thrill of the surprise is a big part of the appeal. Whether it’s tearing open a blind box in search of a rare figure or unboxing a plushie that’s been all over TikTok, these collectibles tap into the same excitement that made sticker albums and trading cards childhood essentials. Now, social media has amplified the hype, turning unboxing videos into a full-blown internet phenomenon, with creators swapping doubles and sharing their latest hauls.
It also ties into the lipstick effect—the idea that during economic downturns, people turn to affordable luxuries when big-ticket purchases feel out of reach. Instead of splurging on designer bags or expensive gadgets, many are opting for tiny, feel-good treats. It’s nothing new—lipstick sales used to spike in recessions for the same reason. Today, blind boxes, plushies, and collectible toys are filling that role.
Cute culture is now a global economic force
In China alone, the blind box industry is worth billions of dollars and continues to grow rapidly. Plush toy sales are also surging worldwide—Jellycat saw a 37% revenue jump last year, thanks to its plushies becoming cult favourites among adults. Meanwhile, Sanrio is enjoying a major resurgence, with Hello Kitty nostalgia driving record profits in 2023. Even LEGO and Funko have introduced blind-box-style figures to tap into the demand.
Small indulgences, big comfort
Beyond the excitement of collecting, there’s something deeper at play. Studies show that soft, tactile objects can reduce stress and boost oxytocin, the hormone linked to happiness and relaxation. In uncertain times, cuteness feels like comfort, and it’s no surprise that adults now make up 70% of plush toy buyers—not kids. Analysts have even dubbed this surge in demand the “fluffy economy.”
Then there’s nostalgia. For Millennials and Gen Z, these collectibles aren’t just about aesthetics—they’re a direct link to childhood. Owning a Sanrio keychain or a pastel stationery set isn’t just cute; it brings back the rush of excitement you felt as a kid getting a new toy.
The thrill of the chase
Blind boxes operate on the same psychology as a lucky dip or a scratch card—the “what if?” moment that keeps people coming back for more. The possibility of unboxing a rare, limited-edition figure makes the experience more exciting than a standard purchase. It’s part collecting, part gambling, but without the high stakes. And it’s social. Trading groups, in-store swaps, and online unboxing videos have made blind boxes a full-fledged community experience.
It’s no surprise that brands are cashing in. Chinese company Pop Mart, a powerhouse in the blind box craze, has built an entire empire around mystery collectibles, with 450 stores across Asia, Europe, and the US. Meanwhile, MINISO—often called the Chinese Muji—has embraced cute culture, rolling out plushies, pastel homeware, and an ever-growing range of mystery box collections. Even high fashion is getting in on the fun, with brands like Prada, Miu Miu, and Anya Hindmarch releasing playful accessories, bag charms, and cartoon-inspired designs.
Where & when does MINISO open in Edinburgh?
With its viral collectibles, beauty dupes, and nostalgia-packed finds all under one roof, MINISO’s first Scottish store promises to be the ultimate dopamine shopping experience. Expect Sanrio plushies, aesthetic stationery, and, of course, a whole lot of blind boxes.
Address: 88 Princes Street, Edinburgh, EH2 2ER (near Primark)
Opening date: Friday, 21 March at 12pm
To celebrate the launch, the first 400 customers who spend at least £5 will receive a goody bag worth £25. Plus, live music from a local female bagpiper will set the vibe for opening day.
And thankfully, this time—it won’t be closed when you get there.
To shop online, head to minisoshop.co.uk
