MINISO marks 10 years in Vietnam with new ‘Friends’ retail concept

The outlet has been redesigned to focus on character-based merchandising.

MINISO has opened its first MINISO FRIENDS store in Vietnam at Van Hanh Mall in Ho Chi Minh City, coinciding with the brand’s 10th year in the country.

The outlet, located on the mall’s third floor, has been redesigned to focus on character-based merchandising.

It is divided into sections for collectables, blind boxes, plush toys, beauty items, and everyday goods.

Installations featuring characters such as Stitch, Winnie the Pooh, Gift Bear, and YOYO are used throughout the space, with layouts intended to encourage browsing and social media photos.

MINISO FRIENDS is a newer store format centred on licensed intellectual property (IP) products.

At this location, about 70% of the merchandise consists of IP-related items, with the store also positioned as a venue for launching new toy collections in Vietnam.

The product lineup includes collaborations with brands like Sanrio and Chiikawa, as well as MINISO’s own YOYO character.

New releases available at the store include the YOYO Fly with the Wind series, a Southeast Asia–exclusive Hello Kitty Leopard collection, and the Chiikawa Sakura Season collection.

Products tied to Star Wars and Luo Xiaohei are also being introduced to the Vietnamese market through the store.

The opening event featured singer Quân A.P and included activities such as mascot appearances and a blind box exchange tied to a Sanrio-themed collection.