Kuala Lumpur, Malaysia – Global lifestyle brand MINISO has opened its first MINISO LAND in Malaysia, marking the debut of the concept in the country as part of the company’s broader IP-driven retail strategy.
The new store, which opened on February 28, is located at Sunway Pyramid in Selangor. Spanning 1,700 square meters, the outlet is described as Malaysia’s first MINISO LAND and Southeast Asia’s largest to date.
The space is designed as an immersive retail environment featuring what the company says is its most comprehensive intellectual property (IP) product offering in the country.
Situated on the first floor of Sunway Pyramid Mall, the store aims to attract both local and regional shoppers, particularly young consumers and families. The outlet carries more than 8,000 curated stock keeping units (SKUs), with over 70% of the assortment made up of IP merchandise.
The store layout includes 15 themed consumption and interactive experience zones. Product categories span IP-themed collections, home and lifestyle items, beauty and skincare, and toys. Among the items available are blind boxes, vinyl plush toys, water bottles, blankets, and tote bags. Interactive installations, including large pajama Stitch figures and a Snoopy-themed zone, are also featured within the space.
MINISO LAND Selangor brings together a wide selection of global, regional, and proprietary IPs. These include brands such as Sanrio and Monchhichi. The store also introduces several IPs making their first appearance in Malaysia, including Pac-Man. In addition, MINISO’s proprietary IP lineup, including the YOYO Cupid Ring series, is debuting in Malaysia at this location. Ten YOYO character sculptures are displayed throughout the store as part of the visual merchandising and interactive experience.
In total, the store features more than 100 IPs across multiple product categories, forming what the company describes as a multi-category ecosystem designed to encourage shoppers to discover and collect character-based merchandise in a single location.
To mark the opening, MINISO introduced its Gift Bear and Friends mascots to Malaysia for the first time. Launch-day activities included themed activations, in-store check-ins, and promotional perks. The opening was also supported by a digital campaign titled “What Is Your Favorite IP in MINISO LAND,” alongside user-generated content initiatives across platforms such as Instagram and TikTok.
The Selangor outlet represents the first MINISO LAND in Malaysia and the largest in Southeast Asia so far. The company indicated that additional MINISO LAND openings are planned globally as it continues to expand its IP-focused retail concept.
