Miniso Opens Second Miniso Land Store at Bangkok's CentralWorld

Miniso has opened a second Miniso Land store in Thailand at CentralWorld in Bangkok, one year after the concept debuted at Siam Square. The new outlet spans more than 1,100sqm on the sixth floor of the mall.

The store uses large-scale visual installations and scenario-based displays to create a park-inspired retail environment. Miniso has split the space into three sections: an IP Zone, an IP Plush Zone and a General Merchandise Zone. The IP Zone takes up more than one-third of the total retail space.

The opening carries added weight for the retailer's intellectual property strategy. CentralWorld hosts the Southeast Asian debut of ChouChou, one of Miniso's newest proprietary IPs.

What licensed IP is on shelf?

Alongside ChouChou, the store stocks an exclusive selection of licensed IP products. The roster includes:

• Winnie the Pooh
• Disney's Stitch and Mickey Mouse
• Chiikawa
• The Hello Kitty and Friends x The Powerpuff Girls collection

The scale of the IP Zone relative to general merchandise signals where Miniso expects the traffic. For retail practitioners, the layout treats licensed and proprietary characters as the anchor, not the accessory.

Why Thailand, and why now?

"Through immersive park-style store formats like Miniso Land and Miniso Friends, the brand continues to elevate its offline retail experience in the market, with CentralWorld marking its latest investment in Thailand," Miniso said in a statement.

Miniso entered Thailand in 2016 and has identified the country as one of its core markets in Southeast Asia. Its retail network has grown beyond Bangkok into major tourism destinations and regional centres, including Chiang Mai, Pattaya, Phuket, Hat Yai, Khon Kaen and Nakhon Ratchasima.

Is this part of a broader regional push?

The CentralWorld opening follows another regional milestone. Miniso opened its first Super Miniso store in Southeast Asia, in Indonesia, earlier this month.

Taken together, the two openings show Miniso running parallel experiential formats across the region within weeks of each other. The Thailand flagship deepens an eight-year footprint in a market the company counts among its core Southeast Asian holdings, and the ChouChou debut gives the retailer a test case for pushing new proprietary IPs into regional flagship formats before wider rollout.