MINISO turns fandom into repeat revenue driver with Malaysian flagship

It is counting on character-based items and collector behaviour to drive visits.

MINISO is aiming to turn fandom into a repeat revenue driver by linking social media discovery with in-store experiences, following the opening of Southeast Asia’s biggest MINISO LAND in Selangor, Malaysia.

The 1,700-square-metre store at Sunway Pyramid reflects a shift in how the global lifestyle brand approaches physical retail, moving beyond transactions toward encouraging repeat visits driven by character-based merchandise and collection-led behaviour.

“Consumer demand in Malaysia is shifting from functional purchasing toward interest-driven and emotionally led consumption,” Jerry Gong, CEO at MINISO Malaysia, told Retail Asia. “IP has become a powerful way for consumers to express identity and build emotional connections with brands.”

The outlet carries more than 8,000 items, with over 70% tied to intellectual property (IP). Products are arranged across 15 themed zones built around character universes rather than traditional categories, encouraging browsing, discovery, and repeat engagement.

The strategy is designed to capture increasingly collection-driven consumer behaviour, as shoppers return to complete sets or purchase limited releases. MINISO said the Selangor store, which opened on 28 February, set a single-day sales record for its Malaysia operations, with its YOYO tilted-head collection emerging as the top seller.

Social media plays a key role in driving that behaviour. Online discovery often leads to store visits, whilst in-store experiences generate user content that feeds back into digital platforms, creating a self-reinforcing loop.

“Many customers first discover a character or product online, then come to the store to experience it in person,” Gong said in an emailed reply to questions.

To support this model, stores are designed with “shareability” in mind, featuring large character installations and photo spots that encourage user-generated content on platforms such as TikTok and Instagram. When certain characters gain traction online, the company adjusts in-store displays and product allocation to match demand.

Malaysia’s mall-driven retail environment has made it a suitable testing ground for the format. High foot traffic and strong immediate conversion make experiential stores particularly effective, especially compared with more highly digitalised markets such as China, Gong said.

The company is also shortening product cycles and introducing exclusive designs and regional first launches to sustain repeat visits. More than 100 licensed and proprietary characters are featured in the Selangor store, including global brands such as Sanrio and Snoopy, alongside MINISO’s own IPs.

MINISO plans to further localise its character portfolio, including the introduction of a Malaysian character inspired by the Malayan tapir.

The broader aim is to integrate shopping, collecting, and social engagement into a single retail model.

“This model—combining global IP capabilities with local cultural elements—creates a blueprint for scalable growth in mature mall-centric markets,” Gong said.