The fast-growing retailer is accelerating its Southeast Asian rollout with the debut of its Miniso Friends concept in Singapore and Vietnam.
The dual openings are part of a broader strategic pivot toward experiential, IP-centric retail. According to the brand, these stores are larger in scale, located in high-profile commercial hubs and designed to serve as city-level landmarks rather than traditional lifestyle outlets.
In Vietnam’s Ho Chi Minh City, the new Miniso Friends store located in Van Hanh Mall coincides with Miniso’s 10-year anniversary in the market and dedicates 70 per cent of its inventory to IP-related merchandise. The product mix includes the YoYo Fly with the Wind Series, Sanrio SEA-exclusive Leopard collections and Chiikawa Sakura Season items, alongside the market debut of Star Wars and Luo Xiaohei collaboration lines.
In Singapore, the brand has occupied a 450sq m space at VivoCity, the city-state’s largest shopping mall. The flagship stocks more than 3,200 SKUs and emphasises localised merchandise, such as Singapore-exclusive Disney Mickey products featuring the Merlion design.
This expansion follows a period of rapid regional growth in early FY26, including the launch of the Miniso Friends format in Malaysia last month. Miniso’s shift toward the Miniso Land and Miniso Friends formats represents a move to transform the retail environment into an “IP amusement park”. As of late 2025, the brand operated 26 Miniso Land locations in China.
