Indonesia Welcomes First Miniso Friends Store featuring Unique Collectibles and IP-Exclusive Products

Miniso, a renowned global retailer, has unveiled its inaugural Miniso Friends shop in Indonesia, located at Summarecon Mall Bekasi. The store marks the debut of their larger, more expanded retail concept in the Greater Jakarta region.

The establishment is spread across approximately 1500sqm, occupying both the Ground Floor and Basement 1 of the shopping mall. The Ground Floor features a wide array of collectibles, such as blind boxes, plush toys, and licensed merchandise. Conversely, the basement level provides a more comprehensive collection of lifestyle, home, and everyday products.

Miniso reports that about 60% of the store’s offerings are exclusive, first-launch, or limited-edition intellectual property (IP) products. The introductory collection includes an exciting array of products such as the One Piece 3.0, Persona, and the Sanrio Racing blind box series. Additionally, the shop carries merchandised products featuring esteemed brands like Sanrio, Disney, Harry Potter, and Spider-Man.

Interactive Experiences and IP-Led Retailing

Miniso’s new retail concept expertly blends retail with interactive experiences. This allows the company to showcase its burgeoning portfolio of licensed and collectible items in a more spacious setting. The opening also coincided with a YoYo-themed exhibition held at the mall’s central atrium, titled ‘YoYo’s Holiday Fun Starts at Miniso’. This initiative marked the character’s first significant introduction to the Indonesian market and continued until August 23rd.

The recent unveiling in Indonesia comes as Miniso continues to expand its larger-format concepts across Asia. In addition to the Indonesian store, the company also recently brought its premium retail concept to Macau with the opening of its first Miniso Land store. This move cemented the retailer’s commitment to growing its IP-led retail network throughout the region.