MINISO has opened its first MINISO FRIENDS store in Indonesia at Summarecon Mall Bekasi, marking a new step in the lifestyle retailer’s expansion of IP-led and experience-focused retail in Southeast Asia.

The store officially opened on August 15 in Bekasi, one of Greater Jakarta’s major residential and commercial centers. Its location at Summarecon Mall Bekasi places the new format within a major shopping and entertainment destination serving families, young professionals and local communities.

MINISO FRIENDS Brings IP-Focused Retail to Indonesia

Spanning approximately 1,500 square meters across the mall’s Ground Floor and Basement 1, MINISO FRIENDS combines merchandise with interactive and immersive retail experiences.

The Ground Floor focuses on collectible-oriented categories, including blind boxes, plush products, toys and popular intellectual property launches. The lower level offers a broader selection of lifestyle, home and everyday products.

Around 60% of the store’s assortment consists of exclusive, first-launch or limited-edition IP collections. The approach reflects MINISO’s increasing emphasis on licensed characters and collectible products as part of its global retail strategy.

Among the featured collections are One Piece 3.0, Persona and Sanrio Racing blind boxes, alongside products connected to Sanrio, Disney, Harry Potter and Spider-Man. The variety is designed to attract different groups of consumers while strengthening the store’s appeal as a destination for IP and collectible enthusiasts.

YOYO Exhibition Extends the Launch Experience

The store opening was accompanied by a major YOYO-themed activation at the mall. Indonesia’s first large-scale YOYO exhibition, titled “YOYO’s Holiday Fun Starts at MINISO,” ran from July 31 through August 23 at the mall’s central atrium.

The exhibition featured a six-meter-tall YOYO installation and 13 large-scale sculptures. Its design centered on a summer holiday theme, with visitors able to move through several themed areas, including YOYO Holiday Island, YOYO Summer Beach, YOYO Holiday Station, YOYO Ice Cream Stop and a Holiday Fun Photo Spot.

The activation gave MINISO an opportunity to extend its retail presence beyond the store itself and create a broader consumer experience throughout the shopping center.

Indonesia Becomes an Important Growth Market

MINISO’s investment in the new store format reflects the importance of Indonesia within its Southeast Asian expansion strategy. The country offers a large and relatively young consumer market alongside strong interest in entertainment franchises, collectibles and lifestyle products.

The Bekasi launch also illustrates how MINISO is combining physical retail with character-driven experiences. Rather than relying solely on conventional product displays, the MINISO FRIENDS format integrates exclusive merchandise, themed environments and community-oriented activities.

Opening-day programming included mascot appearances, interactions with MINISO’s Gift Bear and Friends characters, and a special Guest Store Manager for a Day activity. These events were designed to make the launch a social experience for families, friends and IP enthusiasts.

Expanding an IP-Led Retail Strategy

The introduction of MINISO FRIENDS in Indonesia comes as the company continues to develop its position as a global IP-focused retail platform. Its strategy increasingly connects licensed intellectual property with exclusive merchandise, collectible categories and immersive physical experiences.

For Indonesia, the Bekasi store provides a new retail format that combines these elements in one location. The accompanying YOYO exhibition further demonstrates how MINISO can use character properties to generate engagement beyond individual product purchases.

MINISO said it plans to continue expanding innovative store formats and developing its IP portfolio in Indonesia and other international markets. The company’s latest launch suggests that experiential retail and exclusive IP merchandise will remain important components of its global expansion strategy.