The animated film "Minions and the Big Bad," a collaboration between Universal Pictures and Illumination Entertainment, officially premiered in mainland Chinese theaters on July 3, 2026. As the official automotive partner, Byd Company Limited (BYD) is deepening its cross-over collaboration with this globally top-tier animation IP, infusing new energy with fun companionship to bring a wave of summer joy to users nationwide.
On June 1 this year, Byd Company Limited (BYD) officially announced its partnership with the film "Minions and the Big Bad" under the theme "Smart & Fun 'Fellow Minions,' Let's Go Wild," launching a cross-dimensional collaboration.
Prior to the film's release, Byd Company Limited (BYD), as the official partner, made an appearance at the film's mainland China premiere. The premiere event was held on June 30 at the Universal CityWalk Cinema in Beijing Universal Resort. Stand-up comedian Fu Hang, who serves as the Chinese voice actor for the film, was present at the event, engaging in fun interactions with the audience. Concurrently, Byd Company Limited (BYD) co-organized an exclusive advanced screening with the film's producers, inviting BYD users to watch the film early and get a sneak peek at the Minions' adorable and fun adventure.
Additionally, a film-themed installation exhibition co-created by Byd Company Limited (BYD) and the film's producers was showcased at Shanghai's West Bund from June 19 to July 5. Giant Minions "occupied" the landmark silo buildings, while Minions-themed Yuan UP and Seagull models, along with character mascots, made a joint appearance, transforming the West Bund into an immersive dream-making set. This attracted numerous family users and young consumers who made special trips to the site, resulting in continuously high on-site popularity.
For this collaboration, Byd Company Limited (BYD) has introduced a series of engaging co-branded activities, integrating the adorable energy of the Minions into users' daily travel routines. Online, custom Minions-themed infotainment system wallpapers have been launched and are available for free download via the "Theme Store" in the vehicle's system. A Minions-themed skin for the mobile "BYD App" will also be made available for free in an upcoming app update. Offline, BYD Dynasty and Ocean network dealerships across China have set up Minions-themed photo booths to attract users for in-store check-ins. Minions-themed "itasha" (decorated cars) have been touring cities including Guangzhou, Shanghai, and Chengdu, drawing crowds who stop to take photos wherever they go, with related topics trending on social media.
From users expressing their desire for Minions themes on social platforms to the quick, free release of the infotainment wallpapers; from users voting on Minions livery designs to the themed cars hitting the streets—this collaboration has seen the genuine needs of the vast BYD user base being seen and addressed. Every implementation has been closely connected to user choices, garnering significant recognition and positive feedback.
The Minions film series (including the "Despicable Me" series and the "Minions" series) has accumulated a global box office exceeding $5 billion, making it one of the world's most influential animation IPs. Byd Company Limited (BYD) has ranked first globally in new energy vehicle sales for four consecutive years, having entered over 100 countries and regions. Its technology and products are profoundly influencing the global automotive industry landscape. This collaboration represents a significant practice in Byd Company Limited's (BYD) exploration of brand rejuvenation. Moving forward, Byd Company Limited (BYD) will continue to partner with more high-quality global collaborators, starting from user needs, to continuously expand the imaginative boundaries of green mobility, ensuring that every journey carries joy and warmth.
Comments