The new store is located in the rapidly growing city of Bekasi, one of Greater Jakarta’s key residential and commercial hubs, where it benefits from strong foot traffic generated by families, young professionals and local communities. Situated in Summarecon Mall Bekasi - a leading lifestyle destination known for its mix of shopping, dining and entertainment offerings - MINISO FRIENDS is set to become a new destination for consumers seeking immersive and engaging experiences.
The store, spanning approximately 1,500 square meters across the Ground Floor and Basement 1, combines exclusive products, immersive experiences and interactive environments. The Ground Floor focuses on some of MINISO’s most popular categories, including blind boxes, collectible toys, plush products and trending IP launches, while Basement 1 houses a broader range of lifestyle, home and daily-use products. Excitingly, around 60% of the assortment features exclusive, first-launch or limited-edition IP collections, reinforcing the store’s positioning as a destination for fans of collectible culture and licensed merchandise.
Building on its immersive experience concept, MINISO FRIENDS Bekasi introduces an extensive lineup of highly anticipated IP collections. Key collectible highlights include One Piece 3.0, Persona and the Sanrio Racing blind box series; additional launches, featuring globally beloved franchises including Sanrio, Disney, Harry Potter and Spider-Man, further add to the appeal of the store across different consumer groups.
To celebrate the opening, MINISO organized a series of launch-day activities, including MINISO’s Gift Bear and Friends mascot interactions and the special Guest Store Manager for a Day also joined the opening celebration, further adding to the festive atmosphere. Inspired by MINISO’s “Life is for Fun” philosophy, the opening transformed the new store into a lively gathering place for families, friends and IP enthusiasts.
As part of the broader launch campaign, MINISO also introduced Indonesia’s first large-scale YOYO themed exhibition, “YOYO’s Holiday Fun Starts at MINISO,” running at the central atrium of the mall from July 31 to August 23. The exhibition marks YOYO’s first major appearance in Indonesia, while extending the launch celebrations across the wider mall.
Centered around a six-meter-tall YOYO installation alongside thirteen large-scale YOYO sculptures, the exhibition transforms the atrium into a vibrant summer destination inspired by vacations and beaches. Visitors are invited to explore a series of immersive zones, including YOYO Holiday Island, YOYO Summer Beach, YOYO Holiday Station, YOYO Ice Cream Stop and the Holiday Fun Photo Spot, each bringing a different chapter of YOYO’s summer getaway to life.
The launch of the first MINISO FRIENDS in Indonesia reflects MINISO’s continued investment in one of Southeast Asia’s most important and dynamic markets. With its young population, vibrant retail environment and enthusiasm for IP culture, Indonesia represents a key growth market for the brand’s evolving IP-led retail strategy. MINISO FRIENDS Bekasi demonstrates the brand’s commitment to strengthening engagement with local communities in Bekasi, Indonesia, through its evolving IP retail strategy.
Looking ahead, MINISO will continue to expand innovative store formats and enrich its IP portfolio across Indonesia and beyond. Through exclusive products and IP-led retail innovation, MINISO FRIENDS represents another step in MINISO’s evolution into a leading global IP operation platform.
About MINISO
MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand.
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