Miniso, a major retailer in Asia, is intensifying its expansion efforts in Southeast Asia as it introduces its “Miniso Friends” concept in Singapore and Vietnam. This development forms part of a more extensive strategic shift towards experiential and intellectual property (IP)-centered retail.
The Miniso Friends stores, according to the company, are larger and situated in prominent commercial districts. They are intended to act as city-level landmarks differing from conventional lifestyle outlets. This move signifies the brand’s effort to replace the traditional retail environment with an experiential, IP-focused one.
In Vietnam, the new Miniso Friends store is located in the Van Hanh Mall in Ho Chi Minh City. This opening aligns with Miniso’s 10th anniversary in the Vietnamese market. The store dedicates 70% of its stock to IP-related merchandise. The product selection includes items from the YoYo Fly with the Wind Series, the Sanrio SEA-exclusive Leopard collections, and the Chiikawa Sakura Season. In addition, the store also introduced Star Wars and Luo Xiaohei collaboration merchandises to the market.
In Singapore, Miniso has acquired a 450 square meter space in VivoCity, the nation’s biggest shopping mall. The store stocks over 3,200 stock keeping units (SKUs). Emphasizing local products, it offers Singapore-exclusive Disney Mickey items featuring the iconic Merlion design.
These recent expansions come after a period of rapid regional growth earlier in the fiscal year 2026, highlighted by the introduction of the Miniso Friends model in Malaysia.
By the end of 2025, Miniso had already established 26 Miniso Land locations in China, representing another aspect of its transition to IP-centric retailing.
What is the Miniso Friends concept?
Miniso Friends is a part of Miniso’s strategic pivot towards an experiential and IP-centric retail concept. These stores are larger and located in prominent commercial areas, functioning as city landmarks.
What kind of products does the new Miniso store in Vietnam offer?
The new Miniso store in Vietnam offers a variety of IP-related products. This includes items from the YoYo Fly with the Wind Series, Sanrio SEA-exclusive Leopard collections, and the Chiikawa Sakura Season. It also marks the market debut of Star Wars and Luo Xiaohei collaboration lines.
How does Miniso cater to the local market in Singapore?
In Singapore, Miniso emphasizes localized products. It offers Singapore-exclusive Disney Mickey items featuring the iconic Merlion design.
