MINISO ramps up LAND and FRIENDS expansion across Asia

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Global lifestyle brand MINISO is accelerating its expansion across Asia with the rollout of its immersive MINISO LAND and MINISO FRIENDS store formats across key markets in early 2026.

The formats, which integrate IP-themed experiences within retail environments, have launched in Singapore, Malaysia, Indonesia, Vietnam and mainland China, as MINISO continues to scale its experiential retail strategy across East and Southeast Asia.

MINISO LAND and MINISO FRIENDS have been developed as part of the brand’s evolving store format portfolio since 2024. Positioned as larger-scale flagship concepts in high-profile commercial locations, the stores are designed to function as city-level brand landmarks, offering expanded space for immersive IP-driven experiences across categories.

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In Singapore, MINISO opened its first MINISO FRIENDS store at VivoCity, offering more than 3,200 SKUs across collectibles, home, lifestyle, beauty and gifting categories.

The store features an expanded IP portfolio, including Singapore-exclusive Disney Mickey products with Merlion designs, alongside Chiikawa Sakura series and a new Star Wars collaboration collection.

MINISO’s proprietary IP character YOYO also made its overseas experiential debut through “YOYO’s Singapore travel diary”, a mall-wide activation at VivoCity running from 18 April to 13 May. The installation features 13 large-scale experiential displays incorporating local Singapore landmarks and travel-themed storytelling.

In Malaysia, MINISO continued its regional rollout with the opening of its first MINISO LAND store at Sunway Pyramid in Selangor in February, followed by the launch of MINISO FRIENDS at LaLaport Bukit Bintang City Centre in March. Indonesia has also seen the introduction of its latest MINISO LAND store, further strengthening the format’s regional footprint.

In China, MINISO LAND has expanded rapidly, with 26 stores operating across major cities including Beijing, Shanghai, Guangzhou and Shenzhen, as well as emerging urban centres such as Hohhot, Haikou and Guiyang as of end-2025.

In Guangzhou, the opening of MINISO LAND at Grandview Mall in January attracted nearly 10,000 visitors on its first day, generating RMB 450,000 in opening-day sales.

Elsewhere, new stores in Urumqi and Nanning have also driven strong early performance. The Nanning store recorded more than 80% year-on-year growth in mall footfall during its trial phase, while the Urumqi outlet has emerged as a regional destination for trend-driven consumption.

In Vietnam, MINISO marked its 10-year presence in the market with the opening of the country’s first MINISO FRIENDS store in Ho Chi Minh City on April 25. The store is the brand’s most advanced format in the market to date, designed to encourage exploration, interaction and social engagement through IP-led visual storytelling.

Visitors on opening day were the first in the country to experience a retail space featuring more than 70% IP products, including debut collections such as YOYO Fly with the Wind Series, Sanrio SEA-exclusive Leopard collections, Chiikawa Sakura Season items, as well as Star Wars and Luo Xiaohei collaborations making their Vietnam debut.

Looking ahead, MINISO said it will continue expanding its LAND and FRIENDS formats across global markets, leveraging IP-led retail design to strengthen its positioning as an IP operation platform across Asia and beyond.

This follows its recent roll out of MINISO LAND in Thailand where it opened a three-storey flagship store in Bangkok’s Siam Square.

The store features more than 8,300 products and over 80 IPs, including Disney, Sanrio and Chiikawa, across 40-plus themed zones designed to drive engagement through interactive, experiential retail.

The Thailand launch also marked the local debut of MINISO’s Zootopia collection at the time, alongside market-specific merchandise such as Muay Thai DUNDUN Chicken and Thai elephant plushies, reflecting how the brand adapts its IP strategy to local cultural touchpoints.

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