On September 17^th, globally renowned lifestyle brand, MINISO, officially opened its first IP-themed flagship store in Vietnam. Themed around the Disney Pixar Food Collection, the store brings everyone’s favorite Lotso Bear and a range of other beloved Toy Story characters, to life in the heart of Ho Chi Minh City. The new flagship is the latest addition to MINISO’s growing number of IP-themed stores, which let shoppers dive into immersive worlds for unforgettable shopping experiences.
 
MINISO’s first IP-themed flagship store in Vietnam with a “melting ice cream” storefront design
 
The fun new flagship is located within the Vincom Center, one of Ho Chi Minh City’s most famous malls, and embraces the joy of Disney over a 300m² space. The store’s exterior design captivates with a massive "melting ice cream" cascading down the storefront, setting the stage for a whimsical shopping adventure. Stepping inside, customers find themselves in a haven of vibrant colors and a cartoon aesthetic that encourages the imagination to run wild.
 
The store celebrates MINISO’s new Disney Pixar Food Collection, which includes a wide range of magical Disney IP products, from plush toys to lifestyle products, while also stocking a range of products from other popular IPs, such as Toy Story, We Bare Bears, Disney princess, Snoopy and more. On opening day, MINISO handed out free ice cream, limited edition Lotso Bear badges, IP-branded fans and shopping bags, and more, to enthusiastic shoppers. Popular singer, JUN PHAM, also made an appearance at the store to the delight of many shoppers.
 
Vietnam's popular singer JUN PHAM with the loveable Lotso plushies at the new store
 
Since 2023, MINISO has successfully opened a string of magical IP-themed stores in China, including Disney Pixar Food Collection-themed store, aiming to provide immersive and enjoyable shopping experiences to consumers. This move deeply reflects the brand's “Joy Philosophy” as it is also a significant step towards accelerating MINISO's global brand strategy upgrade.  The new Vietnam flagship signifies MINISO's bold venture in international markets, with plans for more stores in imaginative formats to open soon.
 

The Disney Pixar Food Collection-themed store opened in Guangzhou earlier in June
 
“The Disney Pixar Food Collection-themed store in Ho Chi Minh City is one of the important overseas representations of MINISO’s revolutionary approach to IP collaborations,” said Bella Tu, vice president of MINISO international operations. "In addition to product development, we have innovatively integrated IP co-branding into immersive shopping scenarios. This allows consumers to gain a deeper understanding of the stories behind the IP characters, thereby building a more profound brand identity and emotional resonance."
 
This new approach to IP collaboration has been enhanced by the launch of several outstanding new collections over the past year, including Snoopy and Minions. Undoubtedly, the star of the new Disney Pixar Food Collection is Lotso Bear. The huggable character has already captured the hearts of Vietnamese shoppers once before, setting a new MINISO Vietnam record for store’s daily sales and accumulating more than 10 million impressions within its launch month. Looking forward, future IP collaborations such as an upcoming Disney100 Collection promise to bring yet more imaginative and exciting products to stores.
 
MINISO accelerating expansion in Vietnam, with multiple stores opened in July and August
 
MINISO’s rapid expansion in Vietnam will also continue going forward, with more stores in prime locations to be opened in the remaining months of 2023. So far this year, MINISO has already opened a unique store at the entrance of Vin Wonder in Nha Trang, and the brand’s largest flagship in the country at Vincom Times City store in Hanoi. With over 10 stores opened in July and August, MINISO now has a total of nearly 60 stores nationwide. By year-end, MINISO plans to increase this number to 70 stores, aiming to cover 30 provinces nationwide, with a strong focus on top-tier commercial districts. In October, a new store will open in Landmark 81, bringing MINISO’s joyful outlook to another iconic Vietnamese location.
 
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.