First Miniso Land in Thailand offers 80 IP-specialty products

Merchandise features Sanrio and Disney characters, amongst others, as brand enters the country.  

Miniso recently opened its first Miniso Land store in Thailand, offering over 80 IP characters from Harry Potter, Stitch, Sanrio, and Disney’s Zootopia.

Now the brand's flagship store in the city, Miniso Land is located at Siam Square in Bangkok, spanning 1,000 metre squares of floor space and 8,300 stock-keeping units (SKUs). The store marks the lifestyle brand’s entry into the country.

IP products account for over 80% of the store’s offering, the retailer said.

As part of its expansion in Bangkok, Miniso has opened stores in ICONSIAM, The Mall LifeStore Bangkapi, MBK Center, Asiatique The Riverfront, and Megabangna.

The Miniso Land format debuted in Shanghai, China, in 2024, and the brand has opened over 10 stores bearing the format since then.

The format represents the retailer’s dual “Super IP + Super Store” strategy that combines IP-driven content with IP-themed spaces.