Chinese discount merchandise retailer Miniso has opened Vietnam’s first IP Collection store, located in the heart of Hanoi and marking the market premiere of the BT21 collection.

The launch included nine-inch plush toys, memory foam neck pillows, headbands, double-wall plastic tumblers with straws, and figures like Lots-o’-Huggin’ Bear, We Bare Bears, Pokemon, Snoopy, Minions, Marie, Winnie-the-Pooh, and Barbie, among others. 

The new store, with its colourful storefront, is the newest complement to Miniso’s expanding efforts in Vietnam. Previously, Miniso opened many themed stores, including a Barbie-themed outlet in Hanoi, a Ho Chi Minh City store featuring the Disney Pixar Food Collection, and a three-story business on Nguyen Trai Street, in the heart of Ho Chi Minh City’s thriving commercial sector.

There are more than 70 Miniso outlets in 30 Vietnamese provinces, with a strong concentration in the major cities of Hanoi, Ho Chi Minh City, Hai Phong, and Da Nang. 

Miniso says it intends to expand its footprint into more provinces.

The retailer has also this month reported the opening of its first IP Collection store in New Jersey, US, a 370sqm store in the American Dream Mall.