Chinese discount retailer Miniso has opened more than 40 stores in Vietnam, four year since it launched in the market.

Miniso entered Vietnam with its first store in Hanoi in 2016. Since then, the brand has been the local’s favourite destination for discount merchandise. Miniso now has more than 700,000 fans following its Facebook account. 

Miniso operates in key cities in the country and has presence at major shopping malls including Aeon, Lotte and Vincom. 

During the early stages of entering Vietnam, Miniso showed its understanding of the market by choosing local top star Son Tung M-TP as brand ambassador. The brand also teamed with well-known Vietnamese host Sam to launch a beauty line called Sam Skin and Makeup.

“The Vietnamese market has always shown great potential for development,” the company said in a statement. “Even under the epidemic, the market’s increasing demand for consumer experience and cost-effective products have made Miniso very confident in the future development of the Vietnamese market.” 

Miniso has not only joined several e-commerce channels, including Shopee, Lazada and Tiki, but also created its Shopify provide “a barrier-free shopping environment”.