Bangkok, Thailand Apr 3, 2026  – The annual Thailand Toy Expo (TTE) commenced on April 2, 2026, at CentralWorld in Bangkok. HEYONE, a Chinese original art toy brand, marked its fourth consecutive participation by unveiling several limited-edition releases that quickly garnered significant attention. On the exhibition’s opening day, large crowds of enthusiasts converged at the HEYONE booth, forming extensive queues for purchases, establishing it as one of the most frequented booths at the event. 

As a highly anticipated exhibitor in TTE’s history, HEYONE’s previous three appearances consistently generated considerable queuing excitement. Limited-edition items from its popular IPs, such as OZAI and MIMI, have become memorable highlights for many fans. On the inaugural day this year, the HEYONE booth once again featured its characteristic long lines, with visitors eager to experience and acquire products. Several limited items sold out swiftly after their launch, underscoring the brand’s substantial market influence and fan appeal within Thailand.

This year’s HEYONE booth reportedly revolves around OZAI’s new blind box series, “Future Curio Shop,” designed as a future-retro themed pop-up store. This series also saw its initial offline release on the exhibition’s opening day. As OZAI’s seventh-generation blind box collection, it maintains the character’s signature comforting and charming aesthetic while cleverly integrating imaginative elements inspired by a futuristic retail environment. It was warmly received by fans at the expo, generating high levels of excitement on site.

In addition to OZAI, HEYONE also presented two Thailand cultural limited editions from another popular IP, MIMI: “MIMI·Siam Wish Wealth” and “MIMI·Melody Journey Of Elephant.” At the previous TTE exhibition, HEYONE had introduced “MIMI-Ice Age Baby Elephant,” which incorporated Thailand’s auspicious elephant symbolism and traditional Thai patterns, earning widespread affection from local fans. This year, HEYONE continues to deepen its engagement with local culture. In “MIMI·Siam Wish Wealth,” the elegant demeanor of Thailand’s national cat, the Siamese, is thoughtfully combined with MIMI’s cute and lively personality. Concurrently, “MIMI·Melody Journey Of Elephant” furthers the creative exploration of elephant motifs, conveying themes of harmony among all living beings and cultural integration. A long-standing fan enthusiastically posted on social media: “HEYONE has truly understood our culture once again. These are not merely art toys; they feel like designs created by someone from our own community.” Long queues also formed in the purchasing area, with one visitor holding both products remarking: “These two MIMI releases are the best gifts HEYONE has given Thai fans. I truly adore them!” The vibrant atmosphere at the booth vividly demonstrated the strong emotional connection and market recognition HEYONE has achieved through its profound cultural immersion in Thailand.

Beyond the cheers from fans discovering their desired figures, the HEYONE booth continued to offer surprises. During the interactive activity “Finding MIMI,” one fan accurately located the hidden MIMI among numerous Siamese cat images in just five seconds. Others joined staff members in singing the “MIMI Song” to receive limited gifts. These continuous joyful interactions attracted more visitors to pause and participate, while fans on site spontaneously shared their excitement, further boosting the booth’s popularity and making it one of the most prominent focal points at this year’s TTE. Responding to the sustained enthusiasm, a HEYONE marketing representative stated: “We sincerely appreciate Thai fans for their consistent passion. The strong on-site response is the ultimate validation of our dedication to original creation and localized storytelling. Moving forward, we will continue to explore cultural resonance and deliver more heartfelt works to everyone.”

In recent years, HEYONE has consistently expanded its presence in the Thai market. Besides its four consecutive appearances at TTE, the brand has also conducted various multi-dimensional brand activities locally. In December 2024, OZAI launched a Thailand-themed limited edition and hosted the “Orange Ocean in Thailand” pop-up event in Bangkok, generating a surge in purchases. In September 2025, HEYONE brought multiple IPs to ICONSIAM, a landmark destination in Bangkok, launching the month-long global debut pop-up “Heyday Playland.” With distinctive original designs and strong emotional connections, HEYONE is gaining increasing favor among Thai consumers and progressively building a cross-cultural brand influence.

Reports indicate that HEYONE was founded in 2022 and has since established an original IP portfolio centered on OZAI, MIMI, and R3NA. By deeply integrating artistic creativity with emotional expression, the brand’s IPs have earned recognition from consumers in China, Southeast Asia, and across global markets. HEYONE is steadily emerging as a rising force attracting significant attention in the global art toy industry. Its continued performance at this year’s TTE exhibition is highly anticipated.

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