BANGKOK, December 25, 2025 /PRNewswire/ — MINISO is enhancing the festive spirit in Bangkok’s Siam Square this Christmas by showcasing its beloved characters, including YOYO and others, in a vibrant seasonal display. This initiative marks the culmination of a successful year for the brand in Thailand, with a series of Christmas-themed installations available until January 4, 2026.
The festive setup features a 60-meter-long Christmas promenade adorned with five themed photo spots, guiding visitors from Siam Square to the newly launched MINISO LAND. The journey concludes at a grand Christmas tree, distinguished by MINISO’s signature red wink. Inside the store, shoppers can find seasonal displays, limited-edition gifts, and personalized wish cards, enhancing the holiday shopping experience.
A Strategic Store Launch
MINISO LAND, which opened in October 2025, represents the company’s first overseas debut of its innovative experiential store format. With a redesigned storefront and a focus on the Zootopia product lineup, the store has attracted significant foot traffic from both locals and tourists alike. This opening not only reinforced MINISO’s presence in Thailand but also positioned the store as a central hub for holiday activities, supported by brand awareness cultivated throughout the year.
Throughout 2025, MINISO expanded its reach by opening new locations and launching exclusive products, captivating Thai consumers. The year commenced with the unveiling of the brand’s flagship store at Asiatique The Riverfront in Bangkok, coinciding with the launch of MINISO’s Harry Potter merchandise collection. Subsequent months saw the introduction of additional flagship stores in prominent Bangkok locations, such as Megabangna Mall and MBK Center, each featuring themed products and engaging displays that generated significant consumer interest.
Engaging Local Consumers Through Collaborations
In May, the brand launched the Stitch GenZ Street Series vinyl plush at The Mall LifeStore Bangkapi, marking its overseas debut and attracting considerable shopper attention. Beyond the capital, MINISO expanded into northern Thailand, opening stores in key commercial areas in Chiang Mai, including Central Festival Chiangmai and Central Chiangmai Airport.
This retail expansion reflects MINISO’s commitment to providing an elevated shopping experience while steadily increasing its footprint across Thailand. The brand’s growth strategy has also focused on engaging local consumers through popular intellectual property collaborations. In 2025 alone, MINISO introduced over 15 new IP collections in Thailand, including Zootopia, Stitch, Harry Potter, and One Piece, in addition to launching more than 5,000 new products.
By blending retail expansion with immersive experiences, MINISO has established its stores as vibrant destinations for Thai consumers. The Christmas and New Year programming, highlighted by MINISO LAND and the festive promenade, not only solidifies the brand’s visibility during the holiday season but also sets the stage for continued growth into 2026.
For further details, visit the original content at PR Newswire.
