Miniso has launched its first IP-themed flagship in Indonesia, starring Hello Kitty and other beloved Sanrio characters. This is the first store dedicated to a specific IP partnership, establishing Miniso’s commitment to brand collaborations and creating more tailored shopping experiences for specific territories.
The flagship was a renovation of Miniso’s Margo City store, which is situated in one of Indonesia’s most popular shopping malls. Adorned in pastel pink, the store prominently features Sanrio characters, including Kuromi, Cinnamoroll and, of course, Hello Kitty, across the nearly 5,000-square-foot space.
“The Sanrio collections have consistently been highly favored by Indonesian consumers, and we are excited to launch Sanrio product for the first time in Indonesia,” said Jason Lee, General Manager of Miniso Indonesia in a press release. “That’s why we’ve chosen to open our very first Sanrio-themed store here. As well as offering exciting IP co-branded products, the store will uniquely integrate people’s beloved IPs into shopping scenarios, enabling customers to interact with their favorite characters and build deeper emotional connections.”
Miniso currently operates more than 200 stores in Indonesia, spanning 90 cities. More store openings are on the horizon across the country, with Miniso prioritizing presence in more central business districts. The retailer plans to bring more IP collaborations to shoppers in Indonesia with this expansion.
Brands and retailers are increasingly aiming to personalize physical store concepts based on local tastes. For example, athletic brand New Balance is rolling out a new store concept worldwide that focuses on curated assortment that aligns with the preferences of specific markets.