MINI

U.S. pop-ups near USD 50 bn yearly (~16% of e-comm); China CAGR >100% since 2015 with lower-tier cities 54–72% share by 2018 toward 3,000 shops in 2020. Sales flashes (TOPSHOP Shenzhen ~USD10k/day) differ from awareness plays (Line Friends Times Square sold 360 SKUs to 300k guests in 21 days). Success needs scene/interaction contrast plus data on dwell and conversion in high-traffic leases under ~10 days for most.