12.16TUE
2025.11.25
Uniqlo's "Round Ultra Mini Bag" Is a Social Media Sensation: Unpacking the Big Features in a Tiny Package
First ignited by international influencers, Uniqlo's Uniqlo “Round Mini Shoulder Bag” became a global sensation, even earning the nickname “the Millennial Birkin.” Now, an even more compact version, the “Round Ultra Mini Bag,” has dropped and is already blowing up on social media.
Why did this bag become such a massive hit? We sat down with Masahiro Otomo, Men's MD Team Leader in the Product Division at Uniqlo Co., Ltd., to get the inside scoop on its development, features, and the secret behind its viral success.
PROFILE
Masahiro Otomo
Uniqlo Co., Ltd.
Product Division
Men's MD Department
Innerwear Team Leader
While the “Round Ultra Mini Bag” is making waves as a new release, it actually made its debut last October. It was an exclusive promotional item given away for the grand opening of the Shinjuku flagship store.
“Mini bags were trending, so we thought it would be fun and create some buzz if we made a smaller version of the Round Mini Shoulder Bag,” Otomo explains.
The response, however, was overwhelming. Inundated with customers asking, “Where can I buy that bag?” the company rushed it into production. But this was no mere shrink-job; the bag is packed with clever design details.
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