MINISO opens first flagship FRIENDS store in Indonesia

MINISO has opened its first MINISO FRIENDS flagship store in Indonesia, located at Summarecon Mall Bekasi. The 1,500-square-meter facility, which opened on August 15, spans both the Ground Floor and Basement 1 of the mall.

The store utilizes an IP-led retail strategy, with approximately 60% of its assortment consisting of exclusive, first-launch, or limited-edition intellectual property (IP) collections. The Ground Floor is dedicated to blind boxes, collectible toys, plush products, and trending IP launches, while Basement 1 houses lifestyle, home, and daily-use items. Featured collections include One Piece 3.0, Persona, Sanrio Racing, Disney, Harry Potter, and Spider-Man.

To celebrate the opening, the brand hosted mascot interactions and a ‘Guest Store Manager for a Day’ program. Additionally, MINISO launched a large-scale YOYO-themed exhibition at the mall’s central atrium, running from July 31 to August 23, featuring a six-meter-tall YOYO installation and various themed zones. The company stated that this launch is part of its ongoing investment and expansion of store formats and IP portfolios within the Indonesian and Southeast Asian markets.