Global lifestyle brand MINISO launched its first IP-themed flagship store featuring Sanrio characters at Margo City Store in Indonesia, the brand’s first of its kind anywhere in the world on October 21st, 2023.
This significant development underscores MINISO’s commitment to the brand’s upgrade in Indonesia, with a new store image and a wide range of beloved IP products, aiming to create a better shopping experience for customers.
After months of renovation, MINISO’s Margo City store, situated in one of Indonesia’s most popular shopping malls, reopened its doors to eager shoppers with a captivating new look.
The storefront, adorned in delightful pastel pink, prominently features Sanrio’s beloved characters, such as Hello Kitty, Kuromi, and Cinnamoroll, creating an enticing gateway to a joy-filled magical wonderland.
Spanning around 450 square meters, the store boasts an extensive Sanrio IP zone, while also including a rich assortment of other globally renowned IPs that cater to a diverse audience.
MINISO hopes the new store will provide a one-stop destination for customers to fully immerse themselves in its enchanting IP co-branded world.
The flagship store’s grand opening was met with tremendous enthusiasm and excitement. Indonesian actress Prilly Latuconsina graced the event, delighting attendees with her appearance.
The iconic Hello Kitty mascot also delivered a lively dance performance, infusing the day with a spirited and joyous atmosphere. Customers also had the opportunity to record cherished moments, taking photographs with Prilly and Hello Kitty for memories that would last a lifetime.
“The Sanrio collections have consistently been highly favoured by Indonesian consumers, and we are excited to launch Sanrio products for the first time in Indonesia. That’s why we’ve chosen to open our very first Sanrio-themed store here,” said Jason Lee, General Manager of MINISO Indonesia.
“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 favorite characters and build deeper emotional connections,” he said.
“We are delighted to have the opportunity to collaborate with MINISO in Indonesia. Through MINISO’s extensive retail network, Sanrio fans will be treated to a wide selection of cute Sanrio merchandise”, said Cindy Loh, General Manager of Sanrio Southeast Asia.
Currently, MINISO operates over 200 stores in Indonesia, spanning 90 cities nationwide. Following the successful opening of the Sanrio-themed store, the brand intends to bring further outstanding IP collaborations to the nation’s shoppers, while actively expediting its store expansion in the country.
With an objective of establishing a presence in more central business districts in the country, MINISO hopes to open more stores nationwide by year-end. Beyond physical store expansion, MINISO is also continuing its brand upgrade in Indonesia.
On the same day as the store opening, the brand also unveiled its first and only perfume ambassador in Indonesia, Prilly Latuconsina, along with an entirely new perfume collection, with the aim of becoming a beloved lifestyle brand in the hearts of local consumers.
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