Thailand – As part of its year-end holiday celebrations, MINISO Thailand has launched a series of Christmas-themed installations across Siam Square’s pedestrian streets and at Thailand’s first MINISO LAND, which will remain in place throughout the holiday period.
Running until January 4, 2026, the activation spans parts of Bangkok’s retail district and features the brand’s signature characters, including YOYO, the Gift Bear, and DUNDUN. The 10-day installation is anchored by a 60-metre-long Christmas promenade with five themed photo spots, guiding visitors from Siam Square to MINISO LAND and culminating at a Christmas tree bearing MINISO’s red wink logo. Inside the store, seasonal displays and limited-edition merchandise are on offer alongside wish card installations.
MINISO LAND in Siam Square marks the company’s first overseas launch of its experiential store format. Opened in October, the outlet features a redesigned shopfront and showcases products from the Zootopia collection. Since its opening, the store has attracted steady foot traffic from both local shoppers and tourists, positioning it as a central venue for the brand’s year-end holiday activities.
The Christmas installations also follow a year of continued expansion for MINISO in Thailand, marked by new store openings, product launches, and IP-led retail activations. Throughout 2025, the brand introduced more than 15 IP collections in the market, including collaborations with Zootopia, Stitch, Harry Potter, and One Piece, alongside thousands of new product releases.
By pairing physical retail expansion with campaign-led in-store experiences, MINISO has continued to increase its presence in key Thai shopping districts. The Christmas and New Year programme in central Bangkok extends these efforts into the holiday season, as the brand closes out the year and looks ahead to further growth in 2026.
