Global lifestyle brand MINISO recently opened its first intellectual property (IP)-themed collection store in Vietnam.

Located in Hanoi near Hoan Kiem Lake, the flagship store boasts a colourful storefront and features the highly anticipated BT21 collection.

The BT21 launch fulfils strong consumer demand for official merchandise, offering popular items such as plush toys, neck pillows, and drinkware.

MINISO said in a statement: “This MINISO superstore delivers global trends straight to the doorsteps of consumers in Vietnam.”

The new store goes beyond BT21, showcasing dedicated zones for other popular characters, including Winnie-the-Pooh, Snoopy, and Pokémon.

This diverse selection reflects MINISO’s strategy of collaborating with established brands to cater to a wide range of customer preferences.

The store's grand opening included lively performances, celebrity appearances, and festive activities around Hoan Kiem Lake, attracting significant crowds.

This new store marks a significant step in MINISO’s Vietnamese expansion.

The brand has already launched themed stores in the country, including a Barbie-based store also in Hanoi and a Disney Pixar Food Collection store in Ho Chi Minh City.

The lifestyle and design-led product retailer unveiled its first IP-themed flagship store in Indonesia in October 2023.

Currently, MINISO operates more than 70 stores across nearly 30 Vietnamese provinces, with plans for further expansion in key commercial locations.

In December 2023, the retailer expanded its presence in the US with the opening of its 100th store in the country in the Florida Mall, Orlando.

By offering trendy merchandise customised to local preferences, MINISO aims to create a unique shopping experience that transcends simply buying products.

The retailer reported a gross profit of 1.58bn yuan ($216.1m) in the first quarter of financial year 2024.

This was an increase of 60.2% year-over-year and 22.2% quarter-over-quarter.