Lifestyle brand MINISO launches 1st IP-themed store in Vietnam

It occupies over 300 sqm at Vincom Center.

MINISO opened its first IP-themed flagship store in Vietnam featuring the Disney Pixar Food Collection at Vincom Center in Ho Chi Minh City.

In a statement, MINISO said the store which occupies over 300 square metres of space is adorned with vibrant colours and a cartoon aesthetic, with an exterior design of melting ice cream cascading down the storefront.

“The Disney Pixar Food Collection-themed store in Ho Chi Minh City is one of the important overseas representations of MINISO’s revolutionary approach to IP collaborations,” said Bella Tu, vice president of MINISO international operations. 

READ MORE: A decade in the game, MINISO aims to transform into a lifestyle super brand

"In addition to product development, we have innovatively integrated IP co-branding into immersive shopping scenarios. This allows consumers to gain a deeper understanding of the stories behind the IP characters, thereby building a more profound brand identity and emotional resonance," she added.

The Vietnam flagship store also features a wide range of Disney IP products and other popular IPs such as Toy Story, We Bare Bears, Disney Princess, and Snoopy, amongst others.

MINISO has launched a series of IP-themed stores in China since the start of the year.

The brand now has nearly 60 stores across Vietnam and plans to increase the number to 70 by year-end.