MINISO is doubling down on IP driven retail as entertainment with the launch of Malaysia’s first MINISO LAND at Sunway Pyramid in Selangor, a 1,700 square meter playground that blends shopping, character experiences, and social media ready design. As Southeast Asia’s largest MINISO LAND, the new flagship sharply advances the brand’s global strategy of using beloved IP and immersive spaces to attract young consumers and families.
MINISO LAND lands at Sunway Pyramid
Unveiled on February 28 at Sunway Pyramid Mall’s first floor, MINISO LAND Selangor occupies a prime position in one of Malaysia’s landmark shopping centers, benefiting from heavy footfall and a broad mix of local and regional visitors. The store is pitched as an all day, joy filled experiential playground, designed to keep shoppers exploring, playing, and posting, not just grabbing essentials and leaving.
With over 8,000 curated SKUs and more than 70% of the assortment dedicated to IP merchandise, the space leans fully into character driven retail. A gold toned interior, dotted with bulb inspired design elements, sets a bright, playful atmosphere that aligns with MINISO’s Fun Mode: ON positioning.
15 Themed Zones and 100 Plus IPs
The new MINISO LAND is divided into 15 themed consumption and interactive experience zones, covering IP themed collections, home and lifestyle, beauty and skincare, and toys. Shoppers can find everything from blind boxes and vinyl plush toys to water bottles, blankets, and tote bags, all tied to fan favorite characters.
To deepen immersion, the store features large scale installations such as giant pajama Stitch figures and a dedicated Snoopy zone, encouraging photo moments and repeat visits. In total, more than 100 IPs are represented, spanning global icons like Sanrio and Monchhichi, regional favorites, and a slate of firsts to Malaysia entries.
First to Malaysia and Proprietary IP
Several character properties are making their Malaysia debut exclusively at MINISO LAND, including retro style Pac Man, which the brand notes has quickly become a standout for its nostalgic visual appeal and collectible potential. The store also marks the local launch of MINISO’s own IP, led by the YOYO Cupid Ring series.
Across the space, 10 large YOYO character sculptures anchor key touchpoints, creating a narrative thread and multiple selfie spots that bring the IP’s heartwarming identity to life. This mix of licensed and proprietary IP supports MINISO’s ambition to build its own character universe while still capitalizing on globally recognized names.
Offline Spectacle Meets Online Buzz
For the opening weekend, MINISO activated its Gift Bear and Friends mascots in Malaysia for the first time, using live performances, meet and greets, and photo ops to energize crowds and generate organic social coverage. Visitors were invited into a Fun Mode: ON environment filled with themed activations, exclusive check ins, and launch day perks that encouraged dwell time and sharing.
The momentum extended online through a What Is Your Favorite IP in MINISO LAND campaign and UGC challenges across RedNote, Instagram, and TikTok, driving further awareness and positioning the store as a must visit destination for character fans. Together, on site and digital engagement helped turn the debut into a local retail moment rather than just another store opening.
Advancing MINISO’s global IP strategy
MINISO LAND Selangor is now a key pillar in MINISO’s Southeast Asia strategy, combining a dense IP assortment, immersive design, and social first programming to differentiate the brand from traditional variety retailers. As Malaysia’s first and the region’s largest MINISO LAND, it signals how central experiential, IP driven formats have become to the company’s global rollout.
MINISO says the MINISO LAND concept is rapidly gaining traction worldwide, with more openings planned as it continues to introduce richer IP line ups and fresh immersive environments. The goal: turn everyday shopping into an emotional, social experience that keeps fans coming back for new stories, characters, and collectible drops.
