MINISO opens first MINISO FRIENDS in Indonesia, expanding IP retail strategy

Global lifestyle brand MINISO has opened Indonesia’s first MINISO FRIENDS store at Summarecon Mall Bekasi, pairing a 1,500-square-metre retail space with an immersive IP-led experience designed to attract collectors, families and younger consumers.

Officially opened on 15 August, the Bekasi store marks the debut of MINISO’s flagship MINISO FRIENDS format in Indonesia, with around 60% of its assortment made up of exclusive, first-launch or limited-edition IP collections.

The store spans the Ground Floor and Basement 1 of Summarecon Mall Bekasi, a major lifestyle destination in Greater Jakarta. Its Ground Floor focuses on blind boxes, collectible toys, plush products and trending IP launches, while the lower level offers a wider selection of lifestyle, home and everyday products.

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Among the headline collections are One Piece 3.0, Persona and the Sanrio Racing blind box series, alongside products featuring major entertainment franchises including Sanrio, Disney, Harry Potter and Spider-Man.

The launch was supported by mascot appearances from MINISO’s Gift Bear and Friends, as well as a special Guest Store Manager for a Day. The activities were designed to reinforce the brand’s “Life is for fun” positioning and create a social experience around the store opening.

Bringing YOYO to the mall

MINISO has also extended the launch beyond the store itself with “YOYO’s holiday fun starts at MINISO”, Indonesia’s first large-scale exhibition centred on its YOYO character.

Running from 31 July to 23 August in the central atrium of Summarecon Mall Bekasi, the exhibition represents YOYO’s first major appearance in Indonesia and effectively turns the wider mall into an extension of the brand experience.

At its centre is a six-metre-tall YOYO installation, accompanied by 13 large-scale YOYO sculptures. The summer holiday-themed activation includes five interactive areas: YOYO Holiday Island, YOYO Summer Beach, YOYO Holiday Station, YOYO Ice Cream Stop and the Holiday Fun Photo Spot.

The Bekasi launch also places the format within a highly localised retail setting, targeting families, young professionals and communities in one of Greater Jakarta’s largest residential and commercial hubs.

MINISO said it will continue expanding its store formats and IP portfolio in Indonesia and other markets, positioning MINISO FRIENDS as part of its evolution towards a global IP operation platform.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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