MINISO has launched its latest retail concept, MINISO LAND, at CentralWorld in Bangkok, marking the Southeast Asia debut of its proprietary IP, CHOUCHOU. Opened on 6 November, the store spans over 1,100 square metres and features a park-style design with bold visuals and large-scale installations, creating an immersive shopping environment.
The new store is strategically located in one of Bangkok’s prime shopping destinations, aiming to attract both local and international visitors. The introduction of CHOUCHOU, a character that embodies a spirit of exploration and nature, is a key highlight, alongside new releases from MINISO’s other proprietary IP, YOYO. The store also offers exclusive licensed products, including Disney and Hello Kitty collections, catering to local consumer preferences.
Thai actor and singer PP Krit joined the opening celebrations, adding to the excitement with interactive activities such as a store map check-in challenge and gift redemptions. This initiative underscores MINISO’s commitment to enhancing consumer experiences through innovative retail formats and a diverse IP portfolio.
Since entering the Thai market in 2016, MINISO has expanded its presence across major cities, including Chiang Mai and Phuket. The launch of MINISO LAND CentralWorld reflects the brand’s ongoing investment in Thailand, aiming to connect products, spaces, and consumer experiences through its unique IP offerings. Looking forward, MINISO plans to continue exploring new opportunities in IP and consumer engagement globally.
“`
