Juniper
From left:
- Jeff Chin, Guest
- YBhg. Datin Michelle Liew (廖敏倍), Director and Head of Marketing, Milolo Berhad
- YBhg. Datuk Millan Lee (李圣杰), Managing Director & Founder, Milolo Berhad
- Bella Astillah
- YBhg. Datuk Manoharan Periasamy, Chairman of Tourism Malaysia
- YBhg. Dato’ Liew Bin (拿督刘明), President of Malaysia Retail Chain Association (MRCA)
- Keith Chong (张家玮), Independent Director, Milolo Berhad
Homegrown designer toy company Milolo Berhad (“Milolo”) announced the grand opening of its flagship premium concept store at Ombak KLCC at KLCC Precinct, as well as the launch of Bella’s Blind Box, one of Malaysia’s first celebrity blind box collectibles and developed in collaboration with renowned Malaysian singer and actress Bella Astillah.
On Sunday, MILOLO held an event at Ombak KLCC to mark the grand opening of the new outlet and the launch of Bella’s Blind Box, witnessed by YBhg. Datuk Manoharan Periasamy, Chairman of Tourism Malaysia, YBhg. Dato’ Liew Bin, President of Malaysia Retail Chain Association (MRCA), and Bella Astillah.
With the opening of MILOLO at Ombak KLCC, MILOLO continues expanding its retail presence across key shopping malls and high-traffic locations, while also developing leveraging on flagship and experiential-driven mall concepts such as Ombak KLCC.
The launch of Bella’s Blind Box, meanwhile, kicks off MILOLO’s broader collaboration with Malaysian entertainers, artists, creators, and influencers to create relevant, original IP featuring homegrown Malaysian talent.
Datuk Millan Lee, Managing Director and Founder of MILOLO, said:
“We are excited to announce the opening of our first premium concept store at Ombak KLCC, which we selected because of its strategic location with strong visibility, right in the heart of the Kuala Lumpur Central Business District.”
He added, “Ombak KLCC, and the KLCC Precinct at large, has a diverse customer profile — including local consumers, art toy collectors, families and international visitors. This presents an opportunity to showcase MILOLO at a higher level and introduce our Malaysian IP to a much wider audience. While our regular outlets focus primarily on accessibility and convenience, Ombak KLCC is designed to be more of a destination. A place where customers can discover and experience MILOLO, interact with our characters and IP, and participate in activities — beyond just buying a blind box.”
“Ultimately, we see this concept as a potential model for future flagship locations in Malaysia, and eventually overseas. We are also thrilled to announce the launch of Bella’s Blind Box, a major step in the expansion of our IP portfolio. We want to turn Malaysian personalities — be it entertainers, artists, creators, influencers — into collectable characters and IP, with their own visual identity, story and product universe.”
“We believe this will create a unique opportunity for Malaysian talent to enter the collectable ecosystem, while enabling us to develop more original and locally relevant products.”
“Together with the grand opening of our outlet at Ombak KLCC, the launch of Bella’s Blind Box marks a big step into our future as a brand. We are continuing our transformation from a retailer of 3rd-party branded collectibles into a “creative retailtainment” company, with our own IP portfolio and commercialisation platform.”
Along with fun-filled activities for designer toy collectors and hobbyists, the event on Sunday featured a photo session for lucky fans of Bella Astillah, who shared a speech on the inspiration behind the IP and blind box collaboration.
Bella Astillah said:
“When I first heard about the idea of turning me into a collectable character, I thought it was such a fun and exciting concept. But seeing Bella’s Blind Box come to life today makes it feel even more special. Bella’s Blind Box represents a different side of me — something playful, creative and something I can share with my fans. I’m also very happy this collaboration is with a Malaysian brand, because I believe we have so much creative talent and potential here in Malaysia. I hope everyone will enjoy Bella’s Blind Box as much as I enjoyed being part of the journey to create it.”
