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Miniso opens first IP-themed international store in Vietnam

China’s Miniso has opened its first IP-themed flagship store in Vietnam, as the lifestyle retailer expands its unique store concept beyond its local China market.

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Located in Ho Chi Minh City’s Vincom Centre, the new IP-themed store spans 300 square metres, centred around the Disney Pixar Food Collection.

The new store’s exterior is designed as “melting ice cream” dripping down the storefront, while inside customers will find a room of vibrant colours and a cartoon aesthetic.

Inside, shoppers will also find plush toys and lifestyle products, as well as a range of products from other popular IPs, such as Toy Story, We Bare Bears, Disney princess, Snoopy and more.

The latest opening adds to Miniso’s growing number of IP-themed stores, after opening a string of IP-themed stores in China, in 2023.

The new retail concept reflects the brand’s ‘Joy Philosophy’, and serves as a significant step towards accelerating Miniso’s global brand strategy upgrade.  The new Vietnam flagship signifies Miniso’s expansion to international markets, with plans for more stores in IP-themed formats to open soon, said the retailer in a press release.

“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.”

Miniso boasts a total of nearly 60 stores nationwide in Vietnam, with ten more slated for the remainder of 2023. In October, a new store will open in Landmark 81.