MINISO LAND debuts in Bangkok with IP-driven experiential retail and Zootopia collection

MINISO has opened its first MINISO LAND in Thailand, turning shopping into an interactive brand experience in Bangkok’s Siam Square. The three-storey store combines over 8,300 products and more than 80 IPs, including Disney, Sanrio, and Chiikawa, across 40-plus themed zones designed to engage, delight, and drive foot traffic.

The launch coincided with the Thailand debut of MINISO’s Zootopia collection, featuring plushies, blind boxes and accessories ahead of Zootopia 2. The opening also included limited-edition Thailand-themed items such as Muay Thai DUNDUN Chicken and Thai elephant plushies, integrating local culture into the brand’s IP strategy.

Don't miss: MINISO ignites global fan craze with One Piece-themed collection 

Beyond the store, MINISO leveraged experiential marketing and social media engagement with a Zootopia-themed BTS Skytrain, encouraging fans to share photos using #MINISOSIAMSQUARE and #MINISOZOOTOPIA for prizes. 

Jun Wang, CEO of MINISO Thailand, framed the launch as part of a broader strategy to turn retail into an experience. “MINISO LAND is part of our goal to bring together our incredible IP products and unique shopping experiences in a fun and interactive environment. With this new store, we are showing our fans that life with MINISO is for fun,” Wang said.

The Bangkok launch reflects MINISO’s global strategy of IP-led experiential retail, with previous stores in New York, London, and Paris.

The Bangkok launch follows MINISO’s broader 'Super IP' strategy, under which the brand has partnered with globally popular characters to create immersive retail experiences. In Hong Kong, a Stitch-themed flagship store drew over 200 fans for the debut of a limited 600-piece Stitch vinyl plush blind box collection. The 300-square-metre store features over 20 IPs, with blind boxes, plush toys, and other character products comprising more than 80% of the in-store selection, along with playful design elements such as a three-metre Stitch wall and interactive play zones.

It also pulled a similar effort in Singapore where it threw a fluffy-themed party featuring oversized plush installations, over 400 Stitch-themed products and exclusive vinyl plush blind boxes. 

By blending global and local IPs, MINISO is positioning itself as a brand that drives both fan loyalty and social engagement, creating a blueprint for immersive retail in APAC markets.

Related articles: 
MINISO reportedly appoints banks for TOP TOY’s HK IPO  
MINISO's BLACKPINK THE GAME pop-up brings global IP strategy to Indonesia 
MINISO relives childhood nostalgia with exclusive Harry Potter collection