MINISO opens the largest flagship store in Hong Kong

The store launch features a pink-themed campaign, to utmost success.

Lifestyle brand MINISO has launched its new flagship store in Hong Kong, currently the largest store in the territory.

Located at the bustling iSquare mall in Tsim Sha Tsui, the store features a vibrant pink design, extending from its facade to the store’s interior.

Within the store are over a thousand of diverse lifestyle products, with special product zones for blind boxes and aromatherapy. It has also featured specially-themed sections from popular IPs.

As a brand image store, the flagship store offers an immersive shopping experience and a refreshing brand perception, taking advantage of the cultural significance and urban energy around the iSquare shopping area.

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“We aim to enhance our brand and product recognition among the young demographic in Hong Kong and look forward to opening even larger stores, providing an enhanced shopping experience and bringing the MINISO spirit to Hong Kong consumers,” Bella Tu, General Manager of MINISO Overseas, stated.

For its launch, MINISO has launched its “Pink” campaign, aiming to showcase a vibrant shopping experience that represents MINISO’s “Joy Philosophy”. The second day of opening sees the store achieving the highest single-day sales for a single MINISO outlet in Hong Kong since 2018.

The brand has also experienced significant sales growth in the market, with three new stores in October that have a consistent performance. Sales of IP-related items have also increased for Hong Kong stores.