May XX, 2025, Bangkok—Global lifestyle brand MINISO opened its latest flagship store in Thailand at The Mall LifeStore Bangkapi shopping center (M floor) in Bangkok's eastern business district on May 11, 2025. Spanning over 1,000 square meters, the store showcases more than 5,500 SKUs across categories including vinyl plush, blind boxes, accessories, plush toys, and fragrance. On opening day, the store attracted thousands of queuing customers, with the debut of the Stitch GenZ Street collection driving significant first-day sales, demonstrating strong consumer demand for MINISO's latest IP collaboration.

MINISO Opens New Flagship store in Thailand

Located in The Mall LifeStore Bangkapi—the largest and busiest commercial complex in eastern Bangkok—and adjacent to Ramkhamhaeng University, the new flagship store is strategically positioned to cater to teenagers and family shoppers. The store features a number of innovative design elements, including a striking LED entrance display, signature "MINISO THAILAND" branded walls, themed IP zones featuring Stitch zones and Harry Potter displays, as well as interactive digital shopping experiences that together create an immersive retail environment. 

The Bangkapi Flagship Offers a Wide Range of IP Products

MINISO's IP collaboration strategy, which includes partnerships with over 150 global IPs and has sold more than 800 million IP products worldwide, continues to drive success in international markets like Thailand, with plush toys in particular being one of the strongest performing categories for the brand. The new flagship store opening event unveiled the overseas premiere of MINISO's Stitch GenZ Street Series—a vinyl plush collection featuring street-style designs, and the latest example of MINISO's successful IP collaborations. The event drew thousands of excited spectators and triggered a wave of discussion on social media as fans to sign autographs and take photos.

Nearly a Thousand Consumers Participated in The Product Launch Event 

During its first two days, the store welcomed thousands of visitors, with the new Stitch blind box series experiencing robust sales and accounting for around 20% of total sales at the store. The impressive performance further underline MINISO's strong appeal in Southeast Asia and its rising image as a household name in the region. The store opening reinforces MINISO's expanding presence in Thailand's retail landscape, joining other high-profile locations including the Asiatique Night Market concept store, MBK Center's flagship location, and the 1,100-square-meter Megabangna experiential store.

MINISO‘s Stitch GenZ Street Vinyl Plush Blind Box

"The new Bangkok Bangkapi flagship store marks a crucial milestone in our development in the Thai market," said Jun Wang, General Manager of MINISO THAILAND. "Over the next few years, we will continue to deepen our presence in the country by bringing innovative store concepts and popular IP collaborations that resonate with Thai consumers while elevating the overall retail experience through our upgraded store formats and delivering more innovative localized products and premium experiences that cater to evolving lifestyle trends.”

Shoppers Taking Photos at The Event
 
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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 and established a massive store network worldwide.