MINISO LAND CentralWorld Opening

On November 6, 2026, MINISO opened a new MINISO LAND flagship covering more than 1,100 square meters on the sixth floor of CentralWorld, one of Bangkok’s premier shopping and lifestyle destinations. The store’s park‑style design continues the brand’s signature visual language of bold colours, large‑scale installations and scenario‑based displays, creating an immersive, theme‑park atmosphere.

IP Portfolio and Debuts

The opening marked the Southeast Asian debut of CHOUCHOU, a newly created proprietary IP described as a little spirit that explores the world and collects nature’s small wonders. CHOUCHOU is presented through the CHOUCHOU Nature Album Series vinyl plush surprise‑box collection. Existing proprietary IP YOYO is also featured, with new releases including the Baby Angel, Magic Wish Girl collection and art figurines. Licensed collaborations making their Thailand debut or offered as store exclusives include Winnie the Pooh, Disney’s Stitch and Mickey Mouse, classic Chiikawa characters, Hello Kitty and Friends × The Powerpuff Girls. Additionally, the DUNDUN Chicken series incorporates Muay Thai elements, adding a distinctly Thai touch to MINISO’s global product range.

Store Zones and Consumer Activities

The retail space is divided into an IP Zone, an IP Plush Zone and a General Merchandise Zone, each linked by distinct IP themes and spatial designs. Interactive consumer activities were organized, such as a store‑map check‑in challenge, purchase promotions and gift redemptions, notably a Thai‑inspired YOYO garland fridge magnet. Visitors engaged in photo‑taking, check‑ins and participation in the activities, experiencing the park‑style environment.

Brand Expansion Context

MINISO LAND originated in Shanghai in 2024 and has since expanded across China, reaching its 100th theme‑park‑style store in Chengdu in August 2026. Thailand, entered by MINISO in 2016, is a core Southeast Asian market. The brand’s Thai network now includes locations in Bangkok, Chiang Mai, Pattaya, Phuket, Hat Yai, Khon Kaen and Nakhon Ratchasima, with the CentralWorld store representing the latest format investment.

Outlook

MINISO states that it will continue to explore new IP possibilities and consumer experiences, aiming to bring more joy to consumers worldwide.