MINISO Launches Flagship Store in Thailand, Building Another Landmark in SE Asia

Core Insights - The evolving consumption needs of young consumers are driving MINISO's strategy towards emotional satisfaction and self-expression through "interest-driven consumption" and the "super IP" strategy, collaborating with over 150 well-known IPs globally and achieving sales of more than 800 million IP products [1][3]. Group 1: Store Developments - MINISO Thailand's flagship store features over 20 IP collections, including Harry Potter and Disney, with immersive experience zones enhancing the shopping experience [2][3]. - The largest global store was opened in Jakarta, Indonesia, covering approximately 3,000 square meters with organized IP-themed experience zones [4]. - MINISO's largest store in Singapore at PLQ Mall offers over 5,000 SKUs, including popular IPs like Harry Potter and Pokémon, creating a unique shopping experience [4]. Group 2: Strategic Focus - MINISO's "super store" strategy has led to the establishment of high-impact locations and innovative retail formats across Southeast Asia, winning consumer approval [3][6]. - The brand is committed to expanding its presence in Southeast Asia through more high-impact stores and IP-themed pop-ups, enhancing consumer experiences [6]. Group 3: Unique Shopping Experiences - MINISO's IP-themed stores and pop-ups have attracted young consumers with distinctive themes, such as a Barbie-inspired store in Kuala Lumpur and a Harry Potter pop-up in Hong Kong [5]. - The opening of Vietnam's first Sanrio-themed store and Singapore's Loopy-themed store at Changi Airport has successfully integrated IP culture with retail environments [5]. Group 4: Company Overview - MINISO Group is a global value retailer known for trendy lifestyle products featuring IP design, focusing on a relaxing and engaging shopping experience [7]. - Since its first store opening in China in 2013, MINISO has built a globally recognized retail brand with a vast store network [7].