名创优品在印尼开出东南亚首家 Super Miniso 门店

Miniso has opened Southeast Asia’s first Super Miniso store at Pondok Indah Mall 5 in Jakarta, marking a new milestone as the Chinese lifestyle retailer celebrates 10 years in Indonesia. 

Spanning 990sqm, the store combines lifestyle products, licensed character merchandise and Miniso’s proprietary intellectual properties (IPs) in an experience-led retail format.

The opening follows the concept’s debut in China in late last year and its first overseas launch in Canada last month.

Product highlights include the Indonesian debut of the Mickey F1 and The Powerpuff Girls × Sanrio Characters collections, alongside the brand’s proprietary YoYo Birthday Party range.

The launch builds on Miniso’s decade of expansion in Indonesia, where it operates 357 stores, including more than 60 flagships, and serves over 10 million members.

Previous milestones include a Sanrio-themed flagship in 2023, a 3000sqm Jakarta flagship in 2024 and the introduction of Miniso Friends this year.

“After 10 years of growing alongside Indonesian consumers, Miniso is entering its next chapter in the market,” Miniso said in a statement. 

“The opening of Southeast Asia’s first Super Miniso connects the brand’s established lifestyle offering with consumers’ growing appetite for IP discovery, collecting and shared experiences.” 

Earlier this year, Miniso outlined plans to increase investment in intellectual property, positioning IP development and experiential retail as key drivers of its global expansion. Its portfolio includes several IP-focused retail concepts, such as Miniso Land and Miniso Friends, as well as temporary pop-up stores.

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