At the L1 atrium of Shenzhen Uniwalk, yuy Yu’s southern China debut exhibition—a “Cloud Roving” themed pop‑up—is running from July 3 to August 9. A giant three‑dimensional Xiaoyu installation commands the visual centrepiece, complemented by cloud‑like soft pastel staging. The merchandise lineup spans limited‑edition figures, bag charms, and phone cases. Almost simultaneously, Hangzhou Centre Mall restaged the exhibition from July 17 through early August, with weekday queues of approximately 15 minutes and weekend peak waits stretching to nearly an hour. By July 30, only four items remained available at the Hangzhou location.
The collaboration cadence has been equally intense. On July 24, d’zzit announced a partnership with yuy Yu for the “Make Friends with the World” themed collection, with brand ambassador Liu Haocun starring in the campaign visuals. The line includes oversized outerwear, printed T‑shirts, and cake skirts, drawing on yuy’s signature heart‑shaped mouth and luminous wings as visual motifs—realised through intarsia, flocked crystal‑trimmed prints, and other techniques. Earlier, in May, streetwear brand F426 had already launched a summer‑exclusive T‑shirt with yuy; in June, MEDM released four collaborative women’s short‑sleeve T‑shirts.
On one side, offline pop‑ups draw queues and a scramble for limited figures; on the other, brand collaborations land in quick succession. This IP, less than two years old, is rapidly closing the loop from content creation to commercial realisation. Currently, yuy has no official online store, and offline pop‑ups are mostly city‑exclusive, giving rise to a secondary market of personal shoppers. The question ahead for yuy Yu may well be: how to sustain long‑term relevance beyond the initial explosion of popularity.
FAQ
Q: When and where are yuy Yu’s “Cloud Roving” themed pop‑ups taking place?
A: The Shenzhen Uniwalk L1 atrium exhibition runs from July 3 to August 9; the Hangzhou Centre Mall exhibition runs from July 17 to early August. By the time the Hangzhou location closed, only four items remained available.
Q: What recent brand collaborations has yuy Yu undertaken?
A: On July 24, yuy partnered with d’zzit for the “Make Friends with the World” collection; in May, a summer‑exclusive T‑shirt with F426 was released; and in June, MEDM launched four collaborative women’s short‑sleeve T‑shirts.
Source: XIAOHONGSHU@角闪石族族长
