Global lifestyle brand MINISO further strengthened its footprint in East and Southeast Asia throughout early 2026 with the successive openings of its immersive MINISO LAND and newly introduced MINISO FRIENDS store formats. The strategically innovative formats, which integrate immersive IP‑themed experiences within a retail environment, have debut and new locations in Singapore, Vietnam, Malaysia, Indonesia and mainland China.
MINISO LAND and MINISO FRIENDS have been developed as part of an evolving store‑format portfolio since 2024. They are larger in scale, positioned in high‑profile commercial locations, and designed to stand out as a city‑level brand landmark. These flagship stores offer more space to allow for a broader range of immersive IP and category experiences that drive strong emotional resonance and commercial performance.
Vietnam: MINISO FRIENDS Debuts as the Brand Marks a Decade in the Market
MINISO first entered the Vietnamese market in 2016 and has grown steadily with stores opening nationwide. On April 25 of this year, to mark its 10-year anniversary in the market, MINISO opened the nation’s first MINISO FRIENDS store. The new location, which is MINISO’s most advanced store format in the country, brings immersive IP-driven retail experiences to the heart of Ho Chi Minh City.
Visitors on opening day were the nation’s first shoppers to discover how MINISO FRIENDS is designed to encourage exploration, interaction, and social engagement through bold visual storytelling and IP‑themed installations that bring global character universes into a physical retail setting. They were also the first to enjoy the assortment of over 70% IP products, including first‑release products: the YOYO Fly with the Wind Series, Sanrio SEA‑exclusive Leopard collections, and Chiikawa Sakura Season items, plus the Star Wars and Luo Xiaohei collaboration collections making their Vietnam debut.
Singapore: A Dual Debut for Highlights MINISO’s Proprietary YOYO IP
On the same day, the first MINISO FRIENDS in Singapore also celebrated its grand opening at VivoCity – Singapore’s largest and most iconic shopping mall located within the city’s key tourist district. The new store offers over 3,200 SKUs across categories including collectibles, home, lifestyle, beauty and gifting. It offers a more diverse IP product portfolio including the Singapore‑exclusive Disney Mickey products featuring the Merlion design, as well as the Chiikawa Sakura series and the new Star Wars collaboration collection.
MINISO’s popular proprietary IP, YOYO, also makes a big debut alongside the new store with its debut overseas exhibition – “YOYO’s Singapore Travel Diary” – which can be found throughout VivoCity from April 18 to May 13. With 13 large-scale installations, the exhibition incorporates local Singapore elements and a travel diary theme, bringing YOYO to new audiences beyond the store.
Across Asia: Continued Momentum in Core and Emerging Markets
Beyond Vietnam and Singapore, MINISO continued to advance its Asian expansion across the region, leveraging its differentiated store formats to address varying consumer and retail dynamics. The expansion is about more than simply increasing store numbers. The larger, experiential MINISO LAND and MINISO FRIENDS formats aim to evoke the atmosphere of an IP amusement park, placing renewed emphasis on the in-store experience. Following outstanding results in China, these formats are now being introduced to more overseas markets.
In Malaysia, MINISO opened its first MINISO LAND store on at Sunway Pyramid in Selangor in February. MINISO’s momentum extended even further in the region in March, with the Malaysian debut of MINISO FRIENDS at LaLaport Bukit Bintang City Center and the opening of Indonesia’s latest MINISO LAND, further validating the format’s adaptability across markets.
Meanwhile in China, as of the end of 2025, the number of MINISO LAND’s across the country totaled 26, with stores in top-tier commercial districts in first‑tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, as well as in regional cities such as Hohhot, Haikou, and Guiyang.
In January, the first MINISO LAND in southern China opened at Guangzhou’s Grandview Mall. On the first day, the store attracted nearly 10,000 visitors, and first‑day sales reached RMB 450,000 – a record for the brand in the south of the country.
MINISO LAND stores also opened for the first time in Urumqi and Nanning, meeting the demand among local young consumer groups for high‑quality IP experiences. During its trial operation, the Nanning store drove more than 80% year‑on‑year growth in mall foot traffic, while the three-floor Urumqi store has become a new center of trend-driven consumption in the region, demonstrating MINISO LAND’s strong breakout momentum in the nation’s second-tier cities.
Looking forward, MINISO will continue to expand its LAND and FRIENDS formats to bring globally popular and proprietary IP products to consumers through unique and innovative store design, developing its capabilities as a leading IP operation platform in Asia and around the world.
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About MINISO
MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand.
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