The event on 25/4 marked Miniso's 10th anniversary in Vietnam. Located on the 3rd floor of Van Hanh Mall, the upgraded store is designed around licensed characters (IP). Its space is divided into distinct zones, each dedicated to a character, featuring collectible toys, blind boxes, plush toys, cosmetics, and accessories.

The opening event attracted hundreds of people to experience and shop. *Photo: Miniso*

Each zone is arranged by character, including Stitch, Pooh Bear, and Gift Bear, with dedicated areas for Yoyo, aiming to integrate character stories (IP) into the physical space. "This creates an experience-rich retail environment, encouraging customers to explore and interact," a store representative stated.

Display areas are arranged by character. *Photo: Miniso*

Miniso Friends is built on the licensed character (IP) retail experience, featuring a higher proportion of licensed products and engaging store layouts to draw customers in for direct exploration.

At Van Hanh Mall, the store brings together numerous world-famous licensed characters (IP), with these products comprising about 70% of the total merchandise. It is positioned as a key destination for launching new and trending IP toy lines in Vietnam.

Fan-favorite collaborative products include Sanrio, Chiikawa, and the exclusive IP Yoyo. Many items are debuting for the first time, such as the Yoyo Fly with the Wind Series collection, Sanrio's Hello Kitty Leopard line (an exclusive Southeast Asia edition), and the Chiikawa Sakura Season Collection.

The Yoyo IP was created by Miniso. *Photo: Miniso*

Additionally, globally recognized licensed characters (IP) like Star Wars and La Xiao Hei are also featured in Vietnam, expanding the IP product portfolio and offering a blend of familiar brands with new IP experiences within the same space.

A highlight of the opening event was the appearance of singer Quan A.P, alongside a series of fan-centric activities. Throughout the event, the Gift Bear mascot engaged with many attendees. Visitors also participated in an "Exchange YOUR Blind Box" activity, centered around the limited edition Sanrio Forest Animal Series blind box line. This series of activities demonstrated Miniso's approach to leveraging interactive IP experiences and generating excitement among fans.

The store is located on the 3rd floor of Van Hanh Mall. *Photo: Miniso*

The launch of Miniso Friends, coinciding with the brand's 10-year milestone in Vietnam, signifies a strategic adjustment for Miniso in the domestic market. Since its first store opened in 2016, the brand has expanded nationwide, establishing a presence in over 30 cities and numerous shopping centers, including Landmark 81, Vincom Times City, Hoan Kiem Lake, and Nha Trang Center.

During this period, the brand focuses on developing licensed character (IP)-related product lines and themed retail models to diversify the shopping experience. Moving forward, the company plans to continue expanding these models, while enhancing operational capabilities and improving access to IP content in the Southeast Asian market.

Miniso is a global lifestyle brand offering a diverse range of products with modern design principles. The company has developed an extensive store network, aiming to provide consumers with a convenient and exploratory shopping experience.

Design, quality, and reasonable prices are core elements of the brand's product portfolio. Since its first store opened in China in 2013, Miniso has expanded its network across many markets, becoming one of the largest global retail systems.

(*Source: Miniso*)