Miniso launches flagship store in Thailand

This is a key step in the group’s strategy to expand in Southeast Asia.

Global lifestyle brand Miniso has officially opened its Thailand flagship store in Bangkok’s Asiatique the Riverfront.

Located beside the Asiatique Sky Ferris wheel, the store aims to attract tourists and locals with its prime location and immersive shopping experience. This opening is a key step in Miniso’s strategy to expand in Southeast Asia and strengthen its presence in the Thai market.

The store features over 20 IP collections, including the Thailand debut of Harry Potter and popular Disney characters like Stitch. Shoppers can enjoy themed zones, such as a Harry Potter fireplace, a Lotso Bear area, and displays of Stitch and Winnie the Pooh.

"Through this store, we aim to provide Thai consumers with superior and diverse shopping options,” said Miniso Thailand CEO Jun Wang. “At the same time, we aspire to lead the market with innovative IP collaborations and experiential designs, propelling the brand toward greater global achievements."

Miniso continues to prioritise Southeast Asia, recently opening flagship stores in Jakarta and Singapore in 2024, alongside themed outlets and pop-ups across the region.

The brand plans to further expand with new stores and IP collaborations, offering fresh, engaging retail experiences.