Ho Chi Minh, Vietnam – MINISO has launched its first MINISO FRIENDS store in Ho Chi Minh City, introducing an IP-led retail format as the brand marks a decade in the Vietnamese market.
Located at Van Hanh Mall, the store represents MINISO’s latest concept, built around character-driven merchandising and immersive in-store experiences.
The format places intellectual property (IP) at the centre of retail design, with approximately 70% of the product mix dedicated to IP-based items.
The space is organised into themed zones featuring collectibles, blind boxes, plush toys, beauty products, and accessories.
Installations based on globally recognised characters such as Stitch and Winnie the Pooh, alongside MINISO’s proprietary IP YOYO, are integrated into the store layout to encourage exploration and social sharing.
The store also serves as a launch platform for new and exclusive product lines, including collaborations with Sanrio and Chiikawa, as well as the introduction of additional IPs such as Star Wars into the Vietnamese market.
The opening featured appearances by Quân A.P and a series of on-site activities, including blind box exchange events and mascot performances, aimed at driving consumer engagement and footfall.
MINISO entered Vietnam in 2016 and has since expanded across more than 30 cities, including Hanoi, Da Nang, and Hai Phong. The launch of MINISO FRIENDS reflects the company’s continued push towards IP-driven retail strategies in Southeast Asia.
The new format underscores MINISO’s focus on experiential retail, combining product, entertainment, and character-led storytelling within physical store environments.
