The global lifestyle brand MINISO has opened its latest flagship store in Thailand at The Mall LifeStore Bangkapi shopping centre (M floor) in Bangkok’s eastern business district.
Spanning over 1,000sq m, the store showcases more than 5,500 SKUs across categories including vinyl plush, blind boxes, accessories, plush toys and fragrance. On opening day, the store attracted thousands of queuing customers, with the debut of the Stitch GenZ Street collection driving significant first-day sales, demonstrating strong consumer demand for MINISO’s latest IP collaboration.
Located in The Mall LifeStore Bangkapi – the largest and busiest commercial complex in eastern Bangkok – and adjacent to Ramkhamhaeng University, the new flagship store is strategically positioned to cater to teenagers and family shoppers. The store features a number of innovative design elements, including a striking LED entrance display, signature “MINISO THAILAND” branded walls, themed IP zones featuring Stitch zones and Harry Potter displays, as well as interactive digital shopping experiences that together create an immersive retail environment.
MINISO’s IP collaboration strategy, which includes partnerships with over 150 global IPs and has sold more than 800 million IP products worldwide, continues to drive success in international markets like Thailand, with plush toys in particular being one of the strongest performing categories for the brand. The new flagship store opening event unveiled the overseas premiere of MINISO’s Stitch GenZ Street Series – a vinyl plush collection featuring street-style designs and the latest example of MINISO’s successful IP collaborations. The event drew thousands of excited spectators and triggered a wave of discussion on social media as fans to sign autographs and take photos.
