Indonesia – Popular Chinese retail brand MINISO has unveiled its largest global flagship store at Central Park Mall in Jakarta, Indonesia. The store, covering approximately 3,000 square meters, features eight product categories and three themed IP zones, blending entertainment with retail.
As a key element of MINISO’s global brand strategy, the Jakarta Central Park flagship store embodies the “Super IP + Super Store” concept, integrating known intellectual properties (IPs) with a contemporary retail environment.
To celebrate the store’s opening, a special perfume event was held at Central Park Mall, featuring the launch of MINISO’s Lucky 7 Perfume series. Indonesian actress and MINISO Perfume Ambassador Prilly Latuconsina attended, interacting with attendees.
The event also showcased AR installations inspired by IPs such as Barbie, Lotso, Sanrio, and Stitch, offering visitors an additional layer of engagement.
The new flagship store also represents a critical milestone in the brand’s expansion strategy, further solidifying its position in the Indonesian market and setting the stage for future growth.
Since entering the Indonesian market in 2017, MINISO has rapidly expanded, now operating over 300 stores nationwide. This growth reflects the significant opportunities in Indonesia, one of Southeast Asia’s largest economies, with a youthful and dynamic population that resonates with MINISO’s product offerings.
Jack Ye, CEO of MINISO, said, “Since opening our first international store outside Mainland China in 2015, MINISO has consistently pursued its global expansion strategy. We now operate over 6,800 stores across five continents, bringing our innovative and appealing products to customers worldwide.”
He added, “Looking ahead, we will continue to focus on key markets like Indonesia and the United States, enhancing our global presence through our Super Store strategy and strategic IP partnerships. Over the next five years, MINISO aims to open 900 to 1,000 new stores annually, with the goal of becoming a world-leading IP design retail group.”
Meanwhile, Bella Tu, vice president of overseas directly operated markets at MINISO, commented, “With the opening of the Jakarta Central Park flagship store, Miniso takes another solid step towards realizing its vision of becoming the world’s leading IP design retail group. We hope to continue leading the trend of interest-based consumption through our Super Stores, providing consumers worldwide with emotional value and an exceptional shopping experience.”
