Chinese lifestyle brand Miniso has launched its flagship store in Jakarta, Indonesia, marking the brand’s largest store globally. 

Located inside the Central Park Mall, the 2941sqm store is designed with the concept of a Dream Castle Park. There are eight product categories with three IP zones: Harry Potter, Sanrio, and Disney. 

“With the opening of the Jakarta Central Park flagship store, Miniso takes another solid step towards realizing its vision of becoming the world’s leading IP design retail group,” said Bella Tu, VP and GM of Miniso for overseas directly operated markets.  

“We hope to continue leading the trend of interest-based consumption through our Super Stores, providing consumers worldwide with emotional value and an exceptional shopping experience.” 

In addition, Miniso organised a perfume event with a seven-metre-tall perfume model as the visual highlight. The brand offers a collection of seven perfume series. 

According to Miniso, Indonesia, which currently has more than 300 Miniso stores, is a crucial directly controlled market for the brand and a popular household name. 

“The launch of our largest global store in Indonesia further cements this market’s importance,” added Tu. 

“From core cities like Jakarta, Surabaya, and Bandung to regions such as Bali, Sulawesi, and Papua, Miniso’s presence is felt throughout Indonesia. Through store development, product innovation, and localization strategies, we have continuously enhanced our brand influence, successfully establishing Miniso as one of the most sought-after brands among local consumers.” 

The Jakarta launch coincides with the 200th store opening in the US, demonstrating the brand’s expansion in the market. Miniso has opened stores in strategic locations across the US, including Times Square and Tangram in New York and the American Dream Mall in New Jersey.