Miniso has opened its first Miniso Friends store in Indonesia, introducing its expanded, IP-centric retail concept to the Greater Jakarta area. The new outlet is situated at Summarecon Mall Bekasi and occupies approximately 1500 square meters across two levels.
The ground floor of the store features collectibles, including blind boxes, plush toys, and various licensed products. The lower level provides a broader selection of lifestyle, home goods, and everyday items. According to Miniso, roughly 60 percent of the merchandise consists of exclusive, first-launch, or limited-edition IP products. Initial offerings include items from One Piece 3.0, Persona, and the Sanrio Racing blind box series, alongside products featuring Sanrio, Disney, Harry Potter, and Spider-Man.
Interactive Retail Experience
This new store format integrates retail with interactive elements, allowing Miniso more space to present its growing portfolio of licensed and collectible goods. The opening coincides with a YoYo-themed exhibition, titled ‘YoYo’s Holiday Fun Starts at Miniso’, held in the mall’s central atrium until August 23. This event marks the character’s debut in Indonesia.
Regional Expansion Strategy
The launch in Indonesia follows Miniso’s strategy of expanding its larger-format stores across Asia. Last month, the retailer opened its first Miniso Land store in Macau, which represents a more premium format, as it continues to grow its IP-driven retail network throughout the region.