MINISO opens unique three-story store in Vietnam

Located on one of the city’s most vibrant streets and a major transport artery, the new Nguyen Trai store is one of MINISO's largest in Vietnam, occupying 300 square metres across three floors. Nestled among the narrow street’s historic buildings, the store has a special design to match the area’s unique character.

Drawing the attention of passers-by, the store features whimsical pink cloud motifs to create a dreamy atmosphere for shoppers to enjoy while exploring the store’s 1700+ different stock items, which will also include MINISO’s fabulous upcoming Barbie licensed collection.

“We are incredibly enthusiastic about our expansion in Vietnam,” said Bella Tu, general manager of the company’s overseas division.

“Our rapid growth here is focused on maintaining MINISO’s distinctive characteristics and fun perspective while actively integrating Vietnamese culture and tastes. The new Nguyen Trai store exemplifies our innovative street store concept and has a unique design layout that enhances the shopping experience. It celebrates its setting and fosters a stronger connection with local consumers,” added Tu.

The new Nguyen Trai store features designated experience zones for MINISO's signature products, including blind boxes, perfumes, toys, electronics, and more. There is a dedicated space for blind box products, which have gained immense popularity among Vietnamese consumers.

A specially designed Scent Garden takes customers on a sensory journey, immersing them in a fragrant and floral world. MINISO's newest Blossom Series Reed Diffuser and Encounter Series Reed Diffuser feature in an expansive fragrance shopping area.

Much-loved characters such as Lotso and DUNDUN Chicken are showcased in dedicated sections. The Minions licensed collection, making its debut with a full-scale release in Vietnam, also has its own prominent zone with themed elements throughout the store, offering customers great photo opportunities to share on social media.

Along with the Nguyen Trai store, the five other new shops are also strategically located in significant commercial districts in Ho Chi Minh City and Hanoi, bringing the same theme, visual identity, and a curated selection of products. Through these new locations, MINISO aims to provide Vietnamese customers with a tangible and engaging experience that exemplifies the brand's essence, delivering a cutting-edge and on-trend consumer journey.

MINISO currently operates more than 50 stores across over 20 cities and provinces in Vietnam. As part of its ongoing expansion strategy, it plans to open more outlets in Vietnam in August. These include high-potential stores in the Vincom Mega Mall in Times City and Vincom Dong Khoi, enhancing the brand’s influence and solidifying its position in the region.

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