Mr. Jun Wang, CEO of MINISO Thailand, said that MINISO brought popular characters such as YOYO, Gift Bear, and DUNDUN to enliven a 10-day celebration event, filling the festive atmosphere with joy for consumers and tourists flocking to Siam Square during the recent year-end holidays.
One of the main highlights was the Christmas Promenade, a Christmas-themed route over 60 meters long featuring five photo zones, connecting the pedestrian street of Siam Square to MINISO LAND, the brand's experiential space that became the main destination for festival activities.
During the year-end festival, MINISO LAND at Siam Square clearly served as the brand's central hub for activities and experiences. The store space was designed to accommodate product displays, interactive events, and festive decorations to create a shopping experience beyond just purchasing goods.
This concept aligns with MINISO's strategy to elevate brand value and differentiate itself in the highly competitive lifestyle retail market. MINISO’s management stated the brand’s primary goal in Thailand is to truly meet consumer needs, create memorable experiences, and sustainably increase market share in the long term.
Amid competition from other lifestyle retail brands, MINISO adopts a Character-driven Retail strategy by steadily increasing the share of licensed (IP) products from about 30% to over 70% currently, aiming to create unique product identity and differentiation while maintaining its strength in value for money with accessible pricing compared to official IP stores or premium collectible shops.
Mr. Jun Wang added that Thailand is one of the key markets in Southeast Asia, with a young population open to fashion, licensed characters, and new experiences. This enables MINISO to further develop experiential store concepts such as 3D storefront design without glasses, IP Experience zones, and an urban amusement park atmosphere to enhance brand differentiation and recognition.
Throughout 2025, MINISO will continue expanding its store network in Thailand while upgrading store formats and marketing campaigns, starting with a flagship store at Asiatique The Riverfront and extending to potential locations across Bangkok and Chiang Mai provinces.
At the same time, the brand plans careful growth over the next three years, aiming for gradual expansion focused on quality, experience, and brand image rather than quantity, while adopting store formats and designs that meet international standards increasingly.
Regarding distribution strategy, MINISO continues to prioritize in-store real experiences as the core, with online and O2O channels supporting consumer reach, especially targeting the 15–45 age group, which forms the brand’s main customer base in Thailand.
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