Miniso expands presence in Asia

Miniso is expanding its presence in Asia by rolling out new immersive store concepts, including Miniso Land and Miniso Friends, across key markets in early 2026.

These store formats combine retail with IP-themed experiences, offering larger, flagship-style spaces in prominent locations. Designed as city-level landmarks, they provide more room for interactive and emotionally engaging shopping experiences built around popular characters and product categories. 

Expansion in Asia

The expansion includes countries such as Singapore, Vietnam, Malaysia, Indonesia, and mainland China. In Vietnam, the first Miniso Friends store opened in Ho Chi Minh City to mark the brand’s 10th anniversary in the market. 

In Singapore, another Miniso Friends location launched at VivoCity, featuring over 3,200 products across categories like collectibles, beauty, and lifestyle. The store also offers exclusive themed collections, including Disney-inspired items and collaborations with brands like Star Wars. 

Introducing an exhibition

Alongside the Singapore opening, Miniso introduced an exhibition centered on its original character YOYO, featuring large installations and a travel-themed experience designed to connect with local culture. 

Overall, Miniso is using these new formats to strengthen its experiential retail strategy, blending entertainment, branded IP, and shopping to attract customers and expand further across Asia.

Source: https://www.brandinginasia.com/miniso-expands-immersive-store-formats-with-new-openings-in-asia/