Global lifestyle retailer MINISO has opened its first “Miniso Land” concept store in Thailand, located in the heart of Bangkok’s Siam Square district.

The new store spans over 1,000 square metres across three levels and showcases more than 80 intellectual-property (IP) character brands including Disney’s Stitch, Sanrio characters and the Harry Potter franchise.

Miniso Thailand’s CEO, Jun Wang, said that the network’s strategy focuses on transforming traditional retail by enhancing the in-store experience and offering themed character-rich shopping environments.

According to the company, about 80 % of the store’s assortment consists of licensed-IP products, underscoring the brand’s shift toward experiential formats.

The Bangkok launch follows the successful rollout of Miniso Land in Indonesia, and signals the brand’s intention to deepen its presence in Thailand’s youth-centric market.

The store aims to tap into pop-culture demand, offering exclusive collections such as the “Zootopia Collection,” ready-to-shop items engineered for the Thai market, and limited-edition “blind-box” releases.

By situating the concept in Siam Square—Bangkok’s fashion and cultural hub—Miniso is positioning itself at the intersection of lifestyle, entertainment and retail.

The move also reflects Thailand’s draw for global retail brands seeking high-visibility locations and younger demographics.

The new store format is expected to accelerate Miniso’s growth in Thailand and reinforce the country’s status as a regional retail hub.

With immersive environments, character-led offerings and scenario-based layouts, it represents a reinterpretation of value-retail trends for the experience-driven shopper.

Visitors and local consumers alike will find a fresh retail option that blends global IP culture with Thai-market relevance.