Global lifestyle retailer MINISO has opened two IP-centric flagship stores in Singapore and Vietnam, marking a coordinated push to expand its immersive, large-format retail footprint across Southeast Asia.
The dual launches took place on April 25, 2026, with both stores positioned as next-generation formats built around the company’s “MINISO FRIENDS” concept and broader intellectual property (IP)-driven merchandising strategy.
In Singapore, the company unveiled its first MINISO FRIENDS flagship store at VivoCity, the city’s largest shopping mall. The outlet features over 3,200 SKUs across categories including collectibles, homeware, beauty, toys, and lifestyle products. The store showcases multiple global IP collaborations, including themed collections tied to Disney, Chiikawa, and Star Wars, alongside locally inspired merchandise such as a Mickey Mouse Merlion edition.
Simultaneously, MINISO launched its first MINISO FRIENDS flagship store in Ho Chi Minh City, Vietnam, coinciding with its 10-year anniversary in the market. The store is positioned as the brand’s most advanced retail format in the country, with a strong focus on IP-led experiences and upgraded in-store design.
Both locations are significantly larger than standard MINISO stores and are situated in high-footfall retail destinations, reflecting the company’s strategy to develop city-level flagship outlets that function as experiential hubs.
“These flagship stores offer more space to allow for a broader range of immersive IP and category experiences that drive strong emotional resonance and commercial performance,” the company said in a statement.
The openings build on MINISO’s shift toward diversified store formats, including MINISO LAND and IP-themed “super stores,” as it looks to enhance customer engagement and improve store productivity through experience-led retail.
In Singapore, the launch was supported by an overseas debut exhibition of the company’s proprietary IP character YOYO, titled “YOYO’s Singapore Travel Diary.” Running from April 18 to May 13, the activation features 13 installations inspired by local cultural elements.
MINISO’s IP strategy remains central to its global expansion, with the company collaborating with more than 100 IP partners and offering over 10,000 IP-related products worldwide.
The retailer entered Vietnam in 2016 and Singapore in 2015 as part of its early international expansion. The latest flagship openings underscore Southeast Asia’s importance in MINISO’s growth roadmap, as the company continues to scale differentiated formats tailored to regional consumer preferences.
The move aligns with MINISO’s broader global strategy to expand IP-led flagship stores in key markets, supporting brand visibility and long-term franchise growth.
