MINISO Expands Immersive IP-Based Store Formats with New Openings in Asia

Why It Matters

The expansion underscores MINISO’s bet on experiential retail to deepen consumer engagement and capture higher spend in Asia’s fast‑growing lifestyle market.

Key Takeaways

• MINISO launched MINISO FRIENDS stores in Singapore and Vietnam this April
• Singapore location offers 3,200 SKUs, including exclusive Disney Mickey Merlion
• Vietnam store commemorates MINISO’s 10‑year market presence
• New formats serve as city‑level landmarks, expanding across Malaysia, Indonesia, China
• IP collaborations aim to boost emotional resonance and commercial performance

Pulse Analysis

MINISO’s latest wave of immersive stores reflects a broader shift in Asian retail toward experience‑driven concepts. Since 2024 the Chinese‑origin lifestyle brand has been experimenting with larger‑footprint formats that fuse popular intellectual property (IP) with its affordable product mix. By positioning MINISO LAND and MINISO FRIENDS as city‑level landmarks, the company aims to transform ordinary shopping trips into destination visits, a strategy that aligns with the region’s rising consumer appetite for novelty and social‑media‑ready environments.

The Singapore and Vietnam rollouts illustrate how MINISO tailors each flagship to local tastes while leveraging global IP partnerships. The VivoCity store in Singapore showcases over 3,200 SKUs, including a Disney Mickey design that incorporates the iconic Merlion, as well as collaborations with Chiikawa and Star Wars. Meanwhile, the Ho Chi Minh City outlet celebrates a decade of MINISO’s presence, positioning the brand as a mature player willing to invest in premium retail real estate. Both locations integrate the brand’s proprietary YOYO character through an exhibition, blurring the line between product display and cultural showcase.

For the competitive Asian market, MINISO’s aggressive format expansion signals a push to outpace rivals such as Uniqlo and Muji, which have also explored experiential stores but remain more product‑centric. By embedding exclusive IP collections and high‑traffic installations, MINISO hopes to drive higher basket sizes and repeat visits, especially among younger shoppers who prioritize experience over price alone. If the model proves profitable, we can expect further scaling of these immersive formats across secondary cities, reinforcing MINISO’s position as a hybrid retailer that merges affordability with entertainment value.