Chinese lifestyle brand Miniso has opened its first Miniso Land location in Thailand, marking another milestone in the company’s global growth strategy.
Located in Bangkok’s popular Siam Square shopping district, the outlet spans more than 1000sqm across three floors. It features more than 80 IP characters, including Harry Potter, Stitch, and Sanrio favourites, alongside Miniso’s own IP line, DunDun Chicken, which makes its debut in the Thai market.
According to the company, IP-based products account for around 80 per cent of the store’s total range, highlighting Miniso’s focus on character-driven retail experiences.
“This innovative store format has captured the attention in every location we have opened, offering a more engaging retail experience to shoppers and breaking many of our own sales records in the process,” said Jun Wang, CEO of Miniso Thailand.
“The new store underlines our commitment to the region and reflects our goal to reimagine traditional retail with innovative experiences and imaginative design.”
The Miniso Land concept was first introduced in Shanghai last year and has since expanded to 15 locations across China. The brand says it plans to roll out more of these experiential stores in Thailand’s key commercial areas, particularly those frequented by younger consumers.
Earlier this year, Miniso also unveiled its first Thai flagship store near Asiatique Sky, Bangkok’s largest Ferris wheel, further cementing its growing presence in the country.
