Last week, MINISO opened the new landmark MINISO LAND at CentralWorld In Bangkok, bringing local consumers a new IP-driven retail experience through its highly distinctive store design and extensive portfolio of IP products.
Located on the sixth floor of CentralWorld in the heart of Bangkok, the store sits within one of the city’s leading shopping and lifestyle destinations, attracting both local consumers and international visitors. The location enables MINISO to further connect with young consumers and IP enthusiasts while bringing a mix of IP products, trendy collectibles and lifestyle experiences to the landmark retail destination.
Spanning more than 1,100sq m, MINISO LAND CentralWorld carries forward the immersive design language established across representative MINISO LAND locations. Bold colours, large-scale visual installations and scenario-based displays come together to create a park-style retail environment, reinforcing the distinctive visual identity of the MINISO LAND store format. The store features an IP Zone, an IP Plush Zone and a General Merchandise Zone, with the IP Zone accounting for more than one-third of the total space. Distinct IP themes and spatial designs connect the three areas, integrating products and IP content throughout the customer journey to create a sense of fun and discovery.
Beyond its distinctive store design, an extensive portfolio of IP products is another key part of the MINISO LAND experience. The opening of MINISO LAND CentralWorld marks the Southeast Asia debut of CHOUCHOU, one of MINISO’s newest proprietary IPs.
MINISO LAND CentralWorld also features a selection of licensed IP products making their Thailand debut or offered as MINISO LAND CentralWorld store exclusives, including Winnie the Pooh, Disney’s Stitch and Mickey Mouse, classic Chiikawa characters, Hello Kitty and Friends x The Powerpuff Girls collection, responding to local consumers’ enthusiasm for beloved characters and trending IPs. The DUNDUN Chicken series, meanwhile, incorporates Muay Thai elements into MINISO’s proprietary IP design, reflecting local culture and consumer preferences while adding a distinctly Thai touch to its global product portfolio.
