Miniso Indonesia secures two major wins at the Retail Asia Awards 2025

The company emerged as the Brand Store of the Year - Indonesia and Store Retail Initiative of the Year - Indonesia awardee.

Miniso Indonesia was honoured at the Retail Asia Awards 2025 for elevating retail experience and revolutionising retail with immersive store concepts.

Nationwide expansion

Miniso Indonesia boasts around 400 stores in the country and a 36% year-on-year increase in GMV in 2024, which reflects strong consumer demand and operational excellence and also redefined lifestyle shopping in Indonesia. These numbers were achieved through strategic expansion, customer-focussed innovations, and global IP collaborations. It also has a wide-ranging product portfolio spanning 13 major categories and over 300 sub-categories.

Amongst its recent key milestones are the 118 new store openings; a 6% increase in net profit; an elevated brand image through high-impact IP partnerships; and an enhanced in-store experience with improved layouts, interactive elements, and well-trained customer service teams.

But these achievements did not come without struggles. MINISO Indonesia tackled consistency across its stores by introducing standardised store formats, consistent staff training, and unified merchandising strategies.

It has also faced the challenge of staying engaging amidst rising competition, resolving this by transforming stores into lifestyle destinations with photo booths, claw machines, and IP-themed zones.

Miniso Indonesia also adapted to changing consumer preferences by refreshing its product lines in all categories to reflect emerging trends and local tastes.

MINISO Indonesia’s continued growth is fuelled by innovation in both customer experience and digital engagement.

With a focus on affordability, quality, and engagement, Miniso Indonesia has successfully built a loyal customer base and a standout retail presence.

Miniso Land and Miniso Pink

Miniso Indonesia delved into experiential retail with the launch of Miniso Land and Miniso Pink—two innovative store concepts that integrate shopping with entertainment, aesthetics, and digital engagement. 

Miniso Land is Indonesia’s Largest MINISO Experience Store that is located in a 3,000 sqm space. Miniso Pink, meanwhile, is a retail concept designed for Gen Z and Millennials.

These formats have achieved exceptional results for the brand in 2024, including eight times higher foot traffic compared to standard stores; 12 times higher sales driven by immersive store design and strategic IP launches; and 26.7 million total content impressions and engagements.

Moreover, Miniso Indonesia has integrated gamification to make shopping more engaging and memorable. For instance, at the MINISO Land grand opening, over 3,000 Play Cards were distributed with a 61.1% participation rate. The Harry Potter IP launch also saw a 237% increase in sales compared to standard rollouts.

The brand offers WhatsApp-based membership programmes that allow direct and personalised customer communication. It features QR-driven campaigns and social media promotions as well, that link the online journey with in-store visits. 

The Miniso Land and Miniso Pink concepts have delivered strong business results that include expansion from 6,000 to 12,000 SKUs and 15 new IPs launched in 2024.

Miniso Land will be replicated in other major cities across Indonesia, whilst Miniso Pink is set to expand in high-footfall malls, bringing its signature aesthetic and engagement model to more urban shoppers.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in the Asia-Pacific region. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

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 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].