Lifestyle brand Miniso has opened its first flagship store in South Korea, marking a major milestone for the company’s expansion. 

The store, located at 429 Gangnam-daero in Seoul’s bustling Seocho District, spans two floors and more than 500sqm. It offers more than 3500 products, including plush toys, blind boxes, and fashion accessories. 

Miniso says the Seoul flagship introduces a new retail format tailored specifically for the Korean market. Designed to deepen customer engagement, the store features interactive displays, curated product zones, and a mix of global and local intellectual property (IP) collaborations.

“The debut of the Seoul flagship store further underscores Miniso’s commitment to retail innovation and localised consumer experiences for the Korean market,” said Vincent Huang, VP and GM of Miniso overseas market. 

“The opening of our Seoul flagship marks the official start of this new strategy in South Korea, through which we are not only expanding our store network but using these stores to provide critical insights for Miniso’s operations throughout Asia.” 

As part of the opening, Miniso debuted its Stitch Blind Box Series in South Korea for the first time. The collection features the beloved Disney character Stitch in various playful designs and has already proven popular in markets including the US, the UK, Singapore, and Australia.

Miniso also plans to expand into key shopping districts, such as Myeongdong and Jamsil, and other prime retail areas.