On July 22nd, lifestyle brand MINISO (NYSE: MNSO; HKEX: 9896) MINISO celebrated the grand opening of its brand-new concept store in Vietnam, situated on Nguyen Trai Street in the heart of Ho Chi Minh City’s commercial district.  The same day, MINISO also opened a further five stores in other locations across the country. MINISO also revealed the hotly anticipated Minions IP collection in the Vietnamese market, with the entire collection available for sale during the store’s opening event.

Located on one of the city’s most vibrant streets and a major transport artery, the new Nguyen Trai store is one of MINISO's largest in Vietnam, occupying 300m2 across three floors. Nestled among the narrow street’s historic buildings, the store has a special design to match the area’s unique character. Drawing the attention of passersby, the store features whimsical pink cloud motifs to create a dreamy atmosphere for shoppers to enjoy while exploring the store’s 1700+ different SKUs, which will soon also include MINISO’s fabulous upcoming Barbie licensed collection. 

“We are incredibly enthusiastic about our expansion in Vietnam,” said Bella Tu, general manager of the company’s overseas. “Our rapid growth here is focused on maintaining MINISO’s distinctive characteristics and fun perspective, while actively integrating Vietnamese culture and tastes. The new Nguyen Trai store exemplifies our innovative street store concept has a unique design and layout that enhance the shopping experience while celebrating its setting and fostering a stronger connection with local consumers.” 

To mark its grand opening, MINISO invited popular local idol, Minh Kha, to visit the store and join the festivities. As well as prize draws, games, and other exciting activities, lucky shoppers who visited the store on opening day were presented with cute motorcycle helmet accessories, connecting with Vietnam’s distinctive motorcycle culture and bringing MINISO’s sense of fun to the local community.

The new Nguyen Trai store features designated experience zones for MINISO's signature products, including blind boxes, perfumes, toys, electronics, and more. There is a dedicated space for blind box products, which have gained immense popularity among Vietnamese consumers. A specially designed Scent Garden takes customers on a sensory journey, immersing them in a fragrant and floral world, while MINISO's newest Blossom Series Reed Diffuser and Encounter Series Reed Diffuser feature in an expansive fragrance shopping area. Much-loved characters such as Lotso and DUNDUN Chicken are showcased in dedicated sections. The Minions licensed collection, making its debut with a full-scale release in Vietnam, also has its own prominent zone with themed elements throughout the store offering customers great photo opportunities to share on social media.

Besides the Nguyen Trai store, the five other new stores are also strategically located in significant commercial districts of Ho Chi Minh City and Hanoi, bringing the same theme, visual identity, and a curated selection of products. Through these new stores, MINISO aims to provide Vietnamese customers with a tangible and engaging experience that exemplifies the brand's essence, delivering a cutting-edge and on-trend consumer journey.

MINISO currently operates more than 50 stores across over 20 provinces in Vietnam. As part of its ongoing expansion strategy, MINISO plans to open more stores in Vietnam in August, including  high-potential stores in the famous Vincom Mega Mall - Times City and Vincom Dong Khoi, enhancing the brand’s influence and solidifying its position in the region.