Global lifestyle brand Miniso has opened its first Sanrio [a Japanese entertainment company]-themed store in George Street, Sydney, Australia.

As well as being the first Sanrio-themed intellectual property (IP) collection shop, the George Street outlet is Miniso’s first flagship store in the country. 

Spanning 300m² and featuring 2,500 stock-keeping units (SKUs), the flagship store features a Sanrio-themed façade and dedicated Sanrio zones, highlighting Miniso’s IP strategy. 

IP products constitute more than 70% of the store's offerings.  

Nearly 30% of these feature popular Sanrio characters such as Kuromi, Melody and Cinnamoroll, as well as items such as blind boxes and night lights.  

The store, which opened on 7 September 2024, also stocks popular IP items from brands such as Disney, BT21 and Loopy.

On its opening weekend, the store registered the highest sales per square metre of any Miniso store. 

To commemorate the opening, Miniso introduced the limited-edition Miniso Kroo Bag, a reusable shopping bag inspired by the Australian kangaroo.  

The "Karrying Fun to Australia" themed Kroo Bag is part of a larger promotional campaign that includes a creative video inviting Australians to share in the excitement. 

The George Street location is Miniso’s second international Sanrio-themed store after the Margo City store in Indonesia.  

In Australia, Miniso has stores in Sydney and Melbourne and plans to expand its footprint in key cities. 

The retailer will upgrade the design of its existing stores and product range.  

In May 2024, Miniso opened its first IP-themed collection store in Vietnam.