Chinese lifestyle brand Miniso has opened its first IP-themed flagship store in Vietnam, pushing its growth strategy in the region. 

Located in the heart of Ho Chi Minh City’s Vincom Centre, the store is the latest in Miniso’s growing collection of IP-themed boutiques. 

The venue covers 300sqm while the front design captivates with a gigantic “melting ice cream” pouring down the facade. It features Miniso’s new Disney Pixar Food Collection, which contains a wide range of beautiful Disney IP products, from plush toys to lifestyle items, as well as products from other IPs including Toy Story, We Bare Bears, Disney Princess, and Snoopy. 

“The Disney Pixar Food Collection-themed store in Ho Chi Minh City is one of the important overseas representations of Miniso’s revolutionary approach to IP collaborations,” said Bella Tu, VP of Miniso international operations. 

“In addition to product development, we have innovatively integrated IP co-branding into immersive shopping scenarios. This allows consumers to gain a deeper understanding of the stories behind the IP characters, thereby building a more profound brand identity and emotional resonance.” 

Miniso has opened a series of magical IP-themed stores in China since this year. This move embodies the brand’s “Joy Philosophy” and is also a crucial step towards speeding Miniso’s worldwide brand strategy update. The new Vietnam flagship represents Miniso’s daring foray into international markets, with ambitions to open more stores in creative formats in the near future.

Miniso is planning to open more outlets in major areas in the final months of this year, and intends to expand to 70 stores by the end of the year, with an aim of covering 30 provinces across the country.