Miniso launches Miniso Land in Malaysia as part of its IP-driven strategy
06 March 2026
Global lifestyle retailer Miniso has opened its first Miniso Land in Malaysia, introducing the brand’s immersive retail concept as part of its expanding IP-driven strategy.
The store opened on February 28 at Sunway Pyramid in Selangor. Covering about 1,700 square metres, the outlet is Malaysia’s first Miniso Land and currently the largest in Southeast Asia.
Located on the mall’s first floor, the space is designed as an interactive retail destination showcasing Miniso’s most extensive collection of character-based merchandise in the country. The store carries over 8,000 curated stock-keeping units, with over 70 percent consisting of products tied to intellectual property collaborations.
The store features 15 themed retail and interactive zones, offering a mix of IP merchandise, home and lifestyle goods, beauty and skincare products, and toys. Items available range from blind boxes and vinyl plush toys to water bottles, blankets and tote bags. The retail environment also incorporates large character installations, including a pyjama-themed Stitch display and a dedicated area inspired by Snoopy.
Miniso Land Selangor brings together a broad lineup of global, regional and proprietary intellectual properties. Featured collaborations include characters from Sanrio and Monchhichi. The store also introduces several IPs appearing in Malaysia for the first time through the brand, including Pac-Man.
In addition, Miniso’s proprietary IP collection, such as the YOYO Cupid Ring series, is making its Malaysian debut at the location. Ten YOYO character sculptures are installed throughout the store as part of its visual merchandising and interactive displays.
Overall, the outlet features more than 100 intellectual properties across multiple product categories, forming what the company describes as a multi-category ecosystem designed to encourage shoppers to explore and collect character-themed merchandise in one destination.
To mark the launch, Miniso introduced its Gift Bear and Friends mascots to Malaysia for the first time. Opening-day celebrations included themed activations, in-store check-ins and promotional activities. The launch was also supported by a digital campaign titled “What Is Your Favorite IP in MINISO LAND,” along with user-generated content initiatives across platforms such as Instagram and TikTok.
The Selangor store represents Miniso’s first Miniso Land in Malaysia and the largest of its kind in Southeast Asia to date. The company indicated that additional Miniso Land outlets are planned globally as it continues to expand its IP-focused retail concept.
- Excel V. Dyquiangco
