MINISO opens doors to immersive IP store at VivoCity

VivoCity adds themed retail zones as MINISO scales experiential format in Singapore.

MINISO has opened its first MINISO FRIENDS store in Singapore at VivoCity on 25 April, located at Basement 1 of the shopping mall, according to a press release.

The outlet covers about 450 square metres and features 12 IP-themed zones, offering more than 3,200 stock keeping units across collectibles, home, lifestyle, beauty, and gifting categories.

The store includes installations of MINISO’s YOYO IP at the entrance, and within the store.

The Singapore store includes product lines from collaborations, such as Monchhichi, Chiikawa, and Sanrio, alongside Disney Mickey products featuring a Merlion design.

The Chiikawa Sakura series and a Star Wars collaboration collection also launched at the store.

The YOYO IP range includes its first overseas release of Vinyl Plush Hanging Card products.

MINISO also ran a mall-wide installation titled “YOYO’s Singapore Travel Diary” at VivoCity from 18 April to 13 May.

The installation included 13 large-scale displays across indoor and outdoor areas of the mall, including camera-themed installations, landmark elements, and interactive photo spaces.

MINISO FRIENDS is part of the company’s retail store format focused on IP-themed products and experiential store design.