Chinese lifestyle brand Miniso has launched its new flagship store in Hong Kong’s Tsim Sha Tsui, marking the brand’s largest store in the country. 

The flagship is located in the iSquare mall, directly connected to the Tsim Sha Tsui MTR, and has a brilliant pink decor from the outside to the inside. 

The store offers more than a thousand lifestyle products, as well as particular product zones including blind boxes and aromatherapy. It also has a photo zone with Lotso, a purplish-pink bear figure from the Toy Story 3 movie. The company has also created themed areas for IPs, including Barbie, Snoopy, We Bare Bears, and the Care Bears series. 

The store also sells the most recent Pokémon, Lucifer the Cat, and Marie the Cat merchandise, as well as a wide variety of other IP-themed items.  

“Hong Kong has always been a global shopping paradise, with strong consumer power. Tsim Sha Tsui, known as a central and popular shopping location, provides immense opportunities for both business and brand exposure,” said Bella Tu, VP and GM of Miniso overseas operations. 

“The strategic location and vibrant atmosphere will help reinforce Miniso’s brand image and philosophy of happiness. We aim to enhance our brand and product recognition among the young demographic in Hong Kong and look forward to opening even larger stores, providing an enhanced shopping experience and bringing the Miniso spirit to Hong Kong consumers.”

Miniso reported that total sales in Hong Kong had been positive since the inauguration of three new outlets in October. 

Last year, the brand’s strategic update included the launch of Miniso “Super Stores” in major cities, including flagship locations in Guangzhou, Hangzhou, Shanghai, New York’s Times Square, and Oxford Street, London.