The company has unveiled its first Miniso Land in Malaysia at Sunway Pyramid, marking the largest store under the banner in Southeast Asia.
Located on the mall’s first floor, the store spans 1,700sq m and introduces a larger-format concept focused on IP collaborations and immersive retail design. It carries more than 8,000 products, with more than 70 per cent featuring licensed or proprietary IP characters.
The space includes 15 themed retail and interactive zones. These areas combine product displays with character installations and photo spots for visitors. Main product categories include blind boxes, plush toys, home accessories, drinkware and beauty and skincare items.
In addition to licensed collaborations such as Sanrio and Monchhichi, the outlet highlights the retailer’s in-house IP portfolio, including its YoYo series. Ten large-scale Yo-Yo sculptures have been installed throughout the store, underscoring its emphasis on visual merchandising and social media engagement.
Miniso Land is a crucial part of the company’s expansion strategy, focusing on themed environments and character-driven merchandising, with IP-related products making up the majority of the inventory.
The Miniso Land concept was first introduced in Shanghai and has since expanded to several locations across China and to international markets, including Thailand, Spain, Indonesia and Australia.
