Miniso to Open 100 New Stores in Thailand Over Next Five Years
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Miniso Group Holding Ltd. plans to open 100 new stores in Thailand over the next three to five years, marking a significant strategic upgrade in a key Southeast Asian market as the retailer pivots toward a more premium, IP-focused brand identity.
The expansion plan was unveiled on Oct. 25 at the launch of Southeast Asia’s first Miniso Land in Bangkok’s popular shopping district Siam Square, according to Wang Jun, general manager for Miniso in Thailand. The move is part of the budget retailer’s global push to shed its low-cost image by investing in large-format “superstores” and doubling down on products featuring licensed and in-house intellectual property (IP). The company began a comprehensive upgrade of its Thai stores in 2025, with 16 new-look locations already open as of October.
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- Miniso plans to open 100 new stores in Thailand over 3-5 years, focusing on large, IP-centric superstores to upgrade its brand.
- Upgraded Thai stores have seen monthly sales rise 8-10 times, with IP products making up 45% of overseas sales.
- Miniso will invest 100 million yuan ($14M) annually in developing original IP, aiming to take 100 Chinese IPs global in 10 years.
- Miniso Group Holding Ltd.
- Miniso Group Holding Ltd. is expanding its presence in Thailand, planning 100 new stores over the next 3-5 years. The company is rebranding with a focus on premium, IP-driven stores, moving away from its low-cost image. This strategy includes large "superstores" like the new Miniso Land, prioritizing licensed and in-house intellectual property.
- Pop Mart International Group Ltd.
- **Pop Mart International Group Ltd.** is a competitor to Miniso, known for its in-house character Labubu. Its success in developing original intellectual property (IP) has inspired Miniso to invest significantly in nurturing its own original IP, with a planned annual spend of 100 million yuan ($14 million).
- Disney
- **Disney** is a major international brand whose licensed products are a cornerstone of Miniso's business strategy. Disney IP accounts for a significant portion of Miniso's overseas sales, highlighting its importance to the company's "global IP co-branded collection store" positioning.
- Sanrio
- Sanrio is an international brand whose intellectual property (IP) is licensed by Miniso. Products featuring Sanrio characters, along with Disney and Chiikawa, account for 60% of Miniso's licensed merchandise sales, which themselves make up 45% of Miniso's overseas sales.
- Chiikawa
- Chiikawa is a significant Japanese IP licensed by Miniso. Products featuring Chiikawa, along with Disney and Sanrio, account for a substantial 60% of Miniso's overseas IP sales, highlighting its popularity and importance in Miniso's strategy to enhance its brand through licensed merchandise.
- 2016：
- Miniso originally entered Thailand through an agent.
- 2023：
- Miniso announced a strategy to reposition itself as a 'global IP co-branded collection store.'
- 2024：
- Miniso repositioned itself as a 'global IP co-branded collection store,' building on a strategy announced in 2023.
- Earlier in 2025：
- Rival Pop Mart International Group's in-house character Labubu achieved runaway success.
- By October 2025：
- Miniso opened 16 new-look upgraded locations in Thailand.
- Oct. 25, 2025：
- Miniso unveiled its expansion plan and launched Southeast Asia's first Miniso Land in Bangkok’s Siam Square.
- As of 2025：
- Miniso operates upgraded stores in Thailand with significant increases in monthly sales and is implementing strategic store format combinations.
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