MINISO Doubles Down on IP-Driven Retail with Vietnam's First MINISO FRIENDS Store
Event summary
- MINISO opened Vietnam's first MINISO FRIENDS store in Ho Chi Minh City on April 25, 2026.
- The store features an immersive, IP-driven environment with approximately 70% of products tied to intellectual properties.
- Popular IPs include Sanrio, Chiikawa, YOYO, Star Wars, and Luo Xiaohei, with exclusive product launches like the Hello Kitty Leopard collection.
- The opening was marked by celebrity appearances and interactive fan activities, drawing hundreds of participants.
The big picture
MINISO's launch of the MINISO FRIENDS store in Vietnam underscores its strategic shift towards IP-centric retail experiences, aligning with global trends where brands leverage intellectual properties to create immersive shopping environments. This move positions MINISO as a key player in the Southeast Asian market, competing with other lifestyle retailers through differentiated, experience-driven store formats.
What we're watching
- IP Strategy Expansion
- Whether MINISO can sustain consumer interest through continuous IP-driven product launches and exclusive collaborations.
- Market Penetration
- The pace at which MINISO FRIENDS format will expand beyond Ho Chi Minh City to other major Vietnamese cities.
- Consumer Engagement
- How the immersive retail experience and interactive activities will impact customer loyalty and repeat visits.