Miniso opens its first IP-themed store featuring Sanrio characters. Credit: Miniso Group/PRNewswire.

Global lifestyle brand Miniso has unveiled what it claims to be its first IP-themed flagship store in Indonesia.

The store is located at Margo City Store, one of the major shopping malls in the country.

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The store reopened following months of renovation and features Sanrio‘s characters, such as Hello Kitty, Kuromi and Cinnamoroll.

The flagship store spans an area of 450m² and boasts an extensive Sanrio IP zone and an assortment of other globally renowned IPs for diverse audiences.

The new store’s image and diverse range of IP products are intended to improve the shopping experience for customers.

Miniso Indonesia general manager Jason Lee said: “The Sanrio collections have consistently been highly favoured by Indonesian consumers and we are excited to launch Sanrio product for the first time in Indonesia. That’s why we’ve chosen to open our very first Sanrio-themed store here.

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“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 favourite characters and build deeper emotional connections.”

Following the opening of the Sanrio-themed store, Miniso plans to extend IP collaborations to the shoppers while also expanding its store network.

The retailer operates a network of more than 200 stores in Indonesia across 90 cities. It aims to open more stores by year-end.

In addition to expanding physical locations, Miniso has upgraded its brand image in Indonesia by selecting Indonesian actress Prilly Latuconsina as its first and only perfume ambassador in the country.

Last month, the retailer opened its first UK ‘blind box’ store on Shaftesbury Avenue, London.