On April 26, global lifestyle brand MINISO opened a two-story flagship packed full of the brand’s IP collaborations at Causeway Bay. As well as a striking Stitch-themed store design, the new location brought Disney’s beloved blue alien to the city with a special limited-piece blind box collection launch. Located in the Yee on Building (Shop 13, G/F) in Wan Chai District, the store presents over 20 IPs, representing a strengthening of the brand’s Super IP strategy in the city, with blind boxes, plush toys, and IP products comprising over 80% of the in-store selection.

MINISO Hong Kong Causeway Bay Flagship Front
 
With a floorspace of 300m², the store is one of MINISO’s largest in Hong Kong, lying in the busy Causeway Bay business district, between the World Trade Center and Chongguang Department Store. The flagship store features a playful design including a giant Stitch on the storefront, a 3-meter-long Stitch design wall, a trendy play theme area on the first floor, and various other Stitch-integrated design elements throughout the store.
 
The store has hundreds of Stitch-themed products, from blind boxes and plush toys to stationery and accessories. Excited fans flocked to the store for the opening day to get their hands on a special limited 600-piece MINISO Stitch Vinyl Plush blind box collection, making its Hong Kong debut.
 
Stitch Products in MINISO Hong Kong Causeway Bay Flagship
 
“As a key strategic market in Asia for MINISO, we’re thrilled to deepen our presence in Hong Kong with the launch of this Causeway Bay Flagship store, reflecting our commitment to this dynamic market,” said Bella Tu, Vice President and General Manager of MINISO Overseas Directly Operated Markets. “With this large new store, we are able to bring more than 1,000 SKUs to our local fans, including special collections like the Stitch Vinyl Plush blind box collection, continuously bringing surprises and our 'joy philosophy' to Hong Kong.”
 
The store’s opening day was a huge hit. There were queues outside the store as over 150 fans waited to explore the new IP paradise. Shoppers were also excited to meet famous actress and host Grace Chan, who was also visiting the store. As MINISO’s “Special Guest”, she took part in a thrilling blind box opening challenge along with more than 100 other shoppers.
 
Grace Chan in MINISO Hong Kong Causeway Bay Flagship
 
As one of Disney’s most beloved characters, Stitch is a globally popular IP – one of the many IPs to collaborate with MINISO as part of MINISO’s Super IP strategy. The Super IP strategy is part of MINISO’s focus on the growing trend of interest-driven consumption, bringing more popular IPs to an ever-wider audience around the world.
 
The new Causeway Bay flagship store is MINISO’s first two-story flagship in Hong Kong. Prior to this, MINISO successfully launched an IP-themed pop-up store in Mongkok Langham Place last October, which saw sales of co-branded products at the store reach a new high. Currently, MINISO has stores in Sheung Wan’s Infinitus Plaza, Tsim Sha Tsui’s ISquare, Mong Kok’s Nathan Centre, Plaza Hollywood, Tuen Mun Trend Plaza, Tseung Kwan O Plaza, and more. The branches cover Hong Kong Island, New Territories, and Kowloon.
 
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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.