MINISO bags two Retail Asia Awards for flagship stores in Shanghai and Indonesia

The main attraction for these stores are themes of IP, such as Lots-o’-Huggin’ Bear and Sanrio.

Lifestyle retailer MINISO clinched two major accolades at the prestigious Retail Asia Awards 2024 for the launch of its flagship store in Shanghai that features an immersive “IP land” centred on Disney character Lots-o’-Huggin’ Bear, as well as the launch of its first IP-themed flagship store in Indonesia featuring Sanrio characters.

The MINISO Shanghai flagship store, located in one of the city’s most influential international consumer centres at Huaihai Middle Road, spans two floors with a total area of nearly 1,000 square metres and offers over 3,000 trendy lifestyle products. It also showcases dedicated experiential zones for brand-strategic product categories, such as fragrances, blind boxes, plushies, amongst others.

Upon arrival, customers are immediately drawn in by the store's eye-catching exterior, featuring a giant Lots-o’-Huggin’ Bear created in collaboration with Disney. Whilst, the store’s interior is meticulously designed to immerse shoppers in the captivating universe of Lots-o’-Huggin’ Bear. It also features carefully curated displays, interactive merry-go-round installations, and thematic sections.

According to MINISO, its flagship and IP-themed stores play an integral role in the brand's growth and elevation strategies. As it aims to become the World’s leading IP design retail group, MINISO aims to bring more high-quality stores globally to empower consumer growth through immersive store experiences, content-rich spaces, IP collaborations, and the creation of immersive IP land for global consumers.

The store opening has achieved a continuous record-breaking performance, setting new highs for single-store openings in the domestic market. “By seamlessly blending the brand's trendy attributes with Shanghai's renowned status as a fashion capital, the store resonates with the city's fashion-forward consumers, igniting a deeper level of fashion vitality within the local community,” the company said.

For this success, MINISO bags the Store Design of the Year (Small) - China category win.

Meanwhile, MINISO Indonesia’s Sanrio-themed store was unveiled during its 10th anniversary last year, which is in line with the company’s global strategy to transform into a lifestyle super brand. This momentous event highlighted MINISO's commitment to upgrading its brand in the country.

The Sanrio collections have consistently been favoured by Indonesian consumers. Spanning approximately 450 square metres, the store offers an engrossing Sanrio IP zone, complemented by a diverse selection of globally renowned IPs that cater to a wide audience. The storefront, adorned in charming pastel pink, prominently showcases Sanrio's beloved characters like Hello Kitty, Kuromi, and Cinnamoroll.

Additionally, the store features an original and exclusive Sanrio family photo booth decorated with adorable cartoon scenes, attracting customers to capture memories and drawing the attention of passers-by.

Inside, the store's design goes beyond aesthetic appeal; the layout and decor are carefully curated to elevate the overall shopping experience. The integration of IP-themed elements with MINISO's signature style also achieves a harmonious balance of playfulness and sophistication. 

The store's remarkable success is evidenced by its expanded customer base and the tremendous buzz it has generated, resulting in an astounding total online exposure of 160 million. The store's exceptional performance has also continued in the first month, setting a new historical benchmark.

“The overall exposure, coupled with influencer-generated content, has effectively sparked interest and enthusiasm amongst consumers, creating a vibrant and engaging community,” the company said.

MINISO Indonesia secures the Store Design of the Year (Small) - Indonesia category win for this successful initiative.

Retail Asia Awards honours companies that have recently launched innovative retail projects or initiatives, as well as industry leaders that have propelled their respective brands to maintain a competitive edge.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].