The new store — located at 122 Tran Duy Hung — captivates visitors with its vibrant pink décor, creating a dreamy atmosphere that resonates with the essence of the iconic doll. From bags and water bottles to accessories, makeup tools and neck pillows, the store offers a diverse range of Barbie-inspired products.
Notably, since the product launch on October 18 in Ho Chi Minh and Hanoi’s MINISO stores, the Barbie series has witnessed remarkable success. The popular Barbie cups were sold out during the initial launch, and since the new collection arrived at these two stores, there has been a remarkable 100% increase in sales compared to the previous week. The popularity of the Barbie collection is evident, with a 42% sales contributed by the Van Hanh Mall store during promotional events. To date, the newly opened store in Hanoi has become the best-performing store in sales in Northern Vietnam.
The new MINISO flagship store in Hanoi marks another milestone in the brand’s strategy of creating high-energy flagship stores worldwide with prominent IPs. In particular, the Barbie-themed store is a testament to MINISO’s commitment to providing unique and immersive shopping experiences. Given the success of the series, MINISO plans to roll out new products for the Barbie series, including headphone which was one of the best-selling items in China, in December in Vietnam.
This achievement follows MINISO’s successful introduction of Barbie-themed stores in 11 cities across China, including Shanghai and Changsha, with a total of 13 stores. Remarkably, the Barbie series has become a global phenomenon, reaching markets in the United States, Indonesia, China, Singapore, Canada, Malaysia, and more.
In addition to the Barbie-themed success, MINISO has been at the forefront of establishing “Super IP” and “Super Store” concepts, creating a new paradigm for trend-focused shopping experience.
“As we continue to explore new avenues of creativity and consumer engagement, our ‘Super IP’ and ‘Super Store’ strategy allows us to build MINISO as a lifestyle destination,” said Robin Liu, Chief Marketing Officer of MINISO. “These flagship stores are not just places to shop; they are immersive experiences that resonate with our customers on a personal level.”
MINISO has been on a spree of introducing innovative flagship stores worldwide. These include Disney Pixar Food Collection-themed stores in China’s Guangzhou and Vietnam’s Ho Chi Minh City, each featuring a distinctive Disney park-inspired ice cream facade that has become a popular photo spot for visitors.
The brand has also launched its first Sanrio-themed store in Margo City, a major shopping mall in Indonesia, enhancing the shopping experience with sweet pink tones, cartoon character decorations and ambient lighting to create a romantic and dreamy ambiance.
In a bid to fuel the brand’s global reach, these flagship stores contribute significantly to building a robust brand image and achieving sales figures, aligning with MINISO’s vision of becoming a “Super Brand.”
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.
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