On November 3, MINISO officially opened its first overseas MINISO LAND store in Bangkok's Siam Square, marking a new phase in its brand upgrade and globalization strategy in Southeast Asia.

Positioned as an "IP hub + immersive experience," the store integrates global popular IPs with Thai cultural elements, quickly becoming a trendy hotspot for local youth and tourists.

During the opening, MINISO executives, including Vice President and CMO Liu Xiaobin and Overseas Business General Manager Huang Zheng, discussed brand strategy, localization, IP operations, and future plans with the media.

MINISO executives noted that MINISO LAND has already achieved success in China, with its Shanghai flagship store generating over 100 million yuan in sales within nine months and monthly sales exceeding 16 million yuan. They expressed confidence in replicating this success in Thailand.

Regarding expansion plans, MINISO revealed that MINISO LAND will soon launch in major Southeast Asian cities like Jakarta, Malaysia, the Philippines, and Singapore. However, the brand aims for broader global growth, targeting double-digit annual expansion for MINISO LAND stores worldwide.

The Bangkok flagship store spans over 1,000 square meters, featuring more than 80 global IPs, including Disney, Sanrio, Chiikawa, and Harry Potter, with over 8,000 SKUs across plush toys, blind boxes, stationery, and fragrances. The store offers themed zones and interactive experiences like 3D displays and photo walls to enhance engagement.

MINISO emphasized that MINISO LAND is not just a retail space but a content-driven experience platform. The company sees Thailand as a key strategic market with significant growth potential.

The store balances global and local IPs, introducing international hits like "Zootopia" alongside Thai favorites such as "Butter Bear" and "Muay Thai DUN Chicken." A creative 3D video blending Thai culture with MINISO’s original IP "DUN Chicken" went viral on social media during the launch.

MINISO executives highlighted Thai consumers' strong affinity for both global and local IPs, noting the popularity of exclusive collaborations.

Following the successful Bangkok launch, MINISO plans to expand MINISO LAND to more global markets, prioritizing steady, quality-driven growth over rapid expansion.

Thailand, MINISO’s early overseas market since 2016, now has nearly 20 upgraded stores, with MINISO LAND being a pivotal step in brand elevation. The country’s young population, high IP acceptance, and favorable economic conditions make it a strategic focus.

Pricing in Thailand aligns with global standards, accounting for logistics and tariffs. The Bangkok store’s performance has exceeded expectations, with other formats also performing well.

MINISO executives stated that MINISO LAND’s IP-driven, immersive model has no direct competitors in Thailand or globally. Currently, Thailand operates mainly through company-owned stores, with potential partnerships to be considered later.

By June 2025, MINISO had entered 112 countries and regions with over 7,900 stores. The MINISO LAND expansion reinforces MINISO’s role as a global retail innovator, offering a replicable model for other Chinese brands expanding overseas.