Lifestyle brand Miniso has opened its first IP-themed store in Vietnam. The 3300 sq. feet (300 sq.m) space is in Ho Chi Minh City, the country’s second-largest city.
The store is a tenant of the Vincom Center shopping mall. The outlet features the Disney Pixar Food Collection and other popular IPs such as Toy Story, We Bare Bears, Disney Princess, Snoopy and more.
The space is decorated in bright colors and a cartoon aesthetic. The interior design features melting ice cream flowing down the display case.
“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.
“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.
Earlier, Miniso opened its first IP-themed store in its home country, China. In the Vietnamese market, the company operates a network of 60 stores, with ten more openings planned by the end of the year.
