BANGKOK, Jan. 15,
2025 /PRNewswire/ -- Global lifestyle
brand MINISO celebrated the grand opening of its Thailand flagship store in Bangkok on January 11,
2025. The event was attended by renowned Thai actress
Davika Hoorne, who joined the
ribbon-cutting ceremony. Situated in the iconic landmark commercial
district Asiatique the Riverfront, the flagship store leverages its
prime location next to the Asiatique Sky, Bangkok's largest Ferris wheel, which is
popular among tourists from all around the world and has huge sales
potentials. This milestone marks a significant step in MINISO's
strategy to expand its presence in Southeast Asia, further cementing its
commitment to the Thai market while offering an unparalleled IP
wonderland shopping experience to consumers.
In recent years, the consumption needs of young consumers have
evolved toward a growing demand for emotional satisfaction and
self-expression. MINISO embraced the insight of "interest-driven
consumption" and developed the "super IP" strategy, collaborating
with more than 150 well-known IPs around the world and driving the
sales of more than 800 million IP products to date.
Adhering to this strategy, MINISO Thailand flagship store is a
magical wonderland for shoppers to explore over 20 IP collections
featuring their favorite characters, such as the debut of
Harry Potter in Thailand and the Disney series led by Stitch.
The store also impresses attendees with multiple immersive
IP-themed experience zones, enhancing the overall shopping
experience. Highlights include a Harry
Potter-themed fireplace zone, a super-sized Lotso Bear area,
and giant displays of Stitch and Winnie the Pooh characters.
Speaking at the opening event, MINISO Thailand CEO –
Jun Wang stated, "This Thai flagship
store represents a key milestone in our development within the Thai
market and a critical step in our global brand upgrade strategy.
Through this store, we aim to provide Thai consumers with superior
and diverse shopping options. At the same time, we aspire to lead
the market with innovative IP collaborations and experiential
designs, propelling the brand toward greater global
achievements."
Southeast Asia has long been a
strategic priority for MINISO. Over the past year, the brand has
made significant strides in the region, leveraging its brand
upgrade and innovative retail formats to win widespread consumer
approval. Backed by its "super stores" and "super IP" strategies,
MINISO has consistently introduced fresh and engaging shopping
experiences across Southeast Asia,
launching flagship stores, IP-themed outlets, and pop-up shops.
Committed to its "super store" strategy, MINISO has established
several high-impact locations and formats in Southeast Asia. In August 2024, MINISO opened its largest global
store at Central Park Mall in Jakarta,
Indonesia. Spanning approximately 3,000 square meters, the
store features immersive experience zones organized by IP themes
and an extensive product lineup, setting a new standard in the
Southeast Asian retail landscape. In December 2024, MINISO opened its largest
Singapore store at PLQ Mall,
advancing the brand's super store strategy. The store boasts over
5,000 SKUs, including popular global IPs like Harry Potter and Pokémon, offering a
one-of-a-kind immersive IP wonderland shopping experience.
Beyond large-format stores, MINISO's "super IP" strategy has
also been pivotal in creating unique shopping scenarios across
Southeast Asia. These IP-themed
stores and pop-ups have captivated young consumers with their
distinctive themes and product selections. For instance, MINISO's
first IP collection store in Kuala
Lumpur attracted attention with its pink-themed design
inspired by Barbie, while its Harry
Potter pop-up store in Hong
Kong attracted legions of fans eager to explore the magical
world. Additionally, the opening of Vietnam's first Sanrio-themed store and
Singapore's Loopy-themed store at
Changi Airport seamlessly combined IP culture with retail
environments, enhancing the brand's appeal.
As Southeast Asia continues to
flourish, MINISO remains committed to its dual focus on "super
stores" and "super IPs," further deepening its presence in the
region through interest-driven consumer experiences. Looking ahead,
the brand plans to create more high-impact stores and IP-themed
pop-ups, expanding the popularity of iconic IPs while bringing
Southeast Asian consumers more surprises and memorable shopping
experiences.
About MINISO
MINISO Group is a global value retailer offering a variety of
trendy lifestyle products featuring IP design. The Company serves
consumers primarily through its large network of MINISO stores, and
promotes a relaxing, treasure-hunting and engaging shopping
experience full of delightful surprises that appeals to all
demographics. Aesthetically pleasing design, quality and
affordability are at the core of every product in MINISO's wide
product portfolio, and the Company continually and frequently rolls
out products with these qualities. Since the opening of its first
store in China in 2013, the Company has built its
flagship brand "MINISO" as a globally recognized retail brand and
established a massive store network worldwide.
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SOURCE MINISO
