Miniso Opens Its Largest Store in Jakarta, Marking a New Chapter in Global Expansion

On August 31st, MINISO 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 globally recognized intellectual properties (IPs) with a contemporary retail environment. The goal is to offer a distinctive shopping experience. The grand opening attracted a large number of shoppers, with long queues forming early in the day. The store achieved a single-day sales record of RMB 1.18 million (over USD 166,000), underscoring the strong consumer interest in MINISO’s retail approach.

To celebrate the 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.

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. The new flagship store 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.

MINISO is experiencing rapid expansion across Asia, with over 1,400 stores outside mainland China as of June 2024. The recent opening of a Sanrio IP-themed store at Van Hanh Mall in Vietnam has further strengthened the brand’s regional presence. With Southeast Asia’s growing population and rising consumer power, the region remains a key market for MINISO. The company plans to open a Barbie IP Collection store in Malaysia and additional stores across the region, accelerating its expansion.

“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,” said Jack Ye, CEO of MINISO. “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.”

Miniso’s VP of Overseas Directly Operated Markets, Bella Tu, shared insights with Pandaily, noting that the construction of this flagship store took approximately ten months, from securing the location to opening. “We secured the store last year and went through several stages, including design, product assortment integration, and store setup. As the largest store we’ve ever designed, it underwent multiple rounds of revisions. To create the IP Land theme and align with Indonesian aesthetics and preferences, our designers made numerous adjustments to differentiate it from other stores.”

Miniso’s CMO, Robin Liu, also spoke with Pandaily, emphasizing that IP collaborations are a critical strategy for differentiation in overseas markets. He highlighted that the annual per capita retail value of IP products in the U.S. is 60 times that of China, and in Japan, it is 11.5 times higher. 

“Three years ago, MINISO made IP strategy a core focus for brand differentiation. We have accumulated extensive experience in IP retail and developed a powerful supply chain capable of rapidly creating hundreds or even thousands of SKUs. Our global expansion has led to over 2,800 overseas stores, providing a substantial sales scale that generates better royalty income for licensors. Additionally, as a dual-listed company on both the NYSE and HKEX, MINISO is more attractive to major global IP licensors. IP has thus become a key differentiator and competitive advantage for MINISO,” Liu said.