小玉（YuY）华东首展・快闪店

2026年04月10日-2026年05月08日

上海 五角场合生汇

项目现场

2026年4月10日，治愈系人气IP小玉（YuY）华东地区首展于上海五角场合生汇L1中庭启幕，标志着这一00后艺术家角闪石族族长（本名玉珠）于2025年初原创打造的"治愈小天使"IP，从线上表情包与文创周边延伸至线下沉浸式体验空间的关键跨越。

空间设计以粉白清新色调为视觉基底，构建出软萌治愈的童话场域。核心装置——超大小玉立牌以标志性的大眼睛、雀斑与泛红鼻头造型制造"怼脸拍"社交爆点；满墙原创插画则营造出沉浸式治愈氛围，将IP"接纳自我、拥抱生活"的价值内核转化为可步入的情感容器。制作层面，项目带来多款华东乃至全国首发限定周边，其中红发珍珠波点女孩作为上海限定款全国首发，配合毛绒挂件、盲盒、玩偶、服饰等全品类矩阵，开业五分钟即引发抢购热潮 。

此次首展不仅是IP商业化的里程碑，更是原创治愈系IP与优质商业体的双向赋能——在情绪消费崛起的当下，小玉以"不完美却真实"的人设精准击中年轻群体的反焦虑需求，为本土原创IP如何通过沉浸式快闪实现从线上流量到线下消费的闭环转化，提供了极具启发性的范式样本。

On April 10, 2026, the beloved healing IP YuY (YuY) unveiled its East China debut at Shanghai Wujiaochang Hopson One L1 Atrium, marking a critical leap from online stickers and文创merchandise to immersive offline experiences. Created in early 2025 by Gen Z artist "Hornblende Chief" (real name Yu Zhu), this "healing angel" IP has rapidly amassed nearly 300,000 followers through its distinctive design and warm emotional core.

The spatial design anchors on a fresh pink-and-white palette, constructing a soft, healing fairy-tale realm. The centerpiece—an oversized YuY standee featuring signature big eyes, freckles, and a flushed nose—creates social media moments; walls of original illustrations immerse visitors in the IP's ethos of "self-acceptance and embracing life". Execution-wise, the activation brings multiple East China and national exclusive launches, including the red-haired pearl polka-dot girl as a Shanghai limited edition, alongside plush charms, blind boxes, and apparel. Hot items sold out within five minutes of opening .

Beyond an IP commercialization milestone, this debut represents mutual empowerment between original healing IPs and premium retail spaces. In the era of emotional consumption, YuY's "imperfect yet authentic" persona precisely resonates with Gen Z's anti-anxiety needs, offering an inspiring paradigm for how domestic original IPs can achieve closed-loop conversion from online traffic to offline spending through immersive pop-ups

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