Miniso Land launched in Malaysia by Miniso as part of its IP-driven strategy

Miniso Land launched in Malaysia by Miniso as part of its IP-driven strategy

The outlet, covering about 1,700 square metres, is Malaysia’s first Miniso Land and presently the largest in Southeast Asia

Miniso, global lifestyle retailer, has opened its first Miniso Land in Malaysia, introducing the brand’s immersive retail concept as part of its expanding IP-driven strategy.

The store opened at Sunway Pyramid in Selangor on February 28. The outlet, covering about 1,700 square metres, is Malaysia’s first Miniso Land and presently the largest in Southeast Asia.

The space is located on the mall’s first floor and designed as an interactive retail destination showcasing Miniso’s most extensive collection of character-based merchandise in the country. There are more than 8,000 curated stock-keeping units in the store, over 70% of which are products related to intellectual property collaborations.

There are 15 theme-based retail and interactive zones in the store offering a mix of IP merchandise, home and lifestyle goods, beauty and skincare products, and toys. Items ranging from blind boxes and vinyl plush toys to tote bags, blankets and water bottles are available. The retail environment also includes large character installations, including a pyjama-themed Stitch display and a dedicated Snoopy-inspired area.

A broad lineup of global, regional and proprietary Ips are brought together by Miniso Land Selangor. Featured collaborations include characters from Monchhichi and Sanrio. The store also debuts several IPs appearing in Malaysia for the first time through the brand, including Pac-Man.

Additionally, the proprietary IP collection of Miniso including the YOYO Cupid Ring series, is making its Malaysian debut at the location. Ten YOYO character sculptures are set up throughout the store as part of its visual merchandising and interactive displays.

Overall, there are over 100 IPs across multiple product categories, constituting what the company describes as a multi-category ecosystem designed to encourage shoppers to explore and collect character-themed merchandise at one destination.

Miniso introduced its Gift Bear and Friends mascots to Malaysia to mark the launch. Launch-day celebrations included themed activations, in-store check-ins and promotional activities. The launch was also supported by a digital campaign titled “What is your favorite IP in Miniso Land” along with user-generated content initiatives across platforms such as TikTok and Instagram.

The Selangor store represents Miniso’s first Miniso Land in Malaysia and the largest of its kind in Southeast Asia till date. The company hinted that more Miniso Land outlets are planned globally as it continues to expand its IP-focused retail concept.