Global lifestyle brand Miniso opened the doors to two new international locations this month. The immersive flagship stores, located in South Korea and China, underscore the company’s continued investment in interest-driven, IP-fuelled expansion.
The South Korea Miniso location spans two floors and more than 500 square meters in the heart of Seoul’s commercial district. The store goes beyond pure retail, blending global IPs with local Korean interests through thoughtfully curated product selections and collaborations. Consumers can shop more than 3,500 SKUs across a variety of brands, including vinyl, plush toys, mystery boxes, accessories, and more. With this unique format, the Seoul flagship paves the way for future expansion throughout Korea.
Miniso’s South Korean flagship store has officially opened its doors. | Source: Miniso
The store is located in the heart of Seoul’s commercial hub. | Source: Miniso
Miniso Space reinvents immersive retail in Nanjing, China. | Source: Miniso
This playful space integrates beloved IP into the design. | Source: Miniso
The shelves feature Miniso’s wealth of brand collaborations. | Source: Miniso
In Nanjing, China, Miniso pioneered an entirely new type of retail experience: Miniso Space. Like its other themed experiences, Miniso Space adopts a narrative-driven layout that spotlights popular IP, limited-edition collectibles, and immersive spaces. Elements from beloved franchises are heavily integrated into the store design, combining photo-ops and playful nostalgia with the upscale Deji Plaza. On the shelves, consumers will spot a wealth of designer showcases and brand collaborations, including Disney, Harry Potter, Chiikawa, Sanrio, and an all-new Wakuku collection.
Consumers can visit the South Korea Miniso location at Gangnam-daero in Seoul and the Miniso Space in Nanjing’s Deji Plaza.
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