BANGKOK, Nov. 13. 2026 — On November 6. MINISO opened the new landmark MINISO LAND at CentralWorld in Bangkok, bringing local consumers a new IP-driven retail experience through its highly distinctive store design and extensive portfolio of IP products. During the opening, CHOUCHOU, one of MINISO’s newest proprietary IPs, made its Southeast Asia debut, becoming a key highlight of the new store.
Located on the sixth floor of CentralWorld in the heart of Bangkok, the store sits within one of the city’s leading shopping and lifestyle destinations, attracting both local consumers and international visitors. The location enables MINISO to further connect with young consumers and IP enthusiasts while bringing a mix of IP products, trendy collectibles and lifestyle experiences to the landmark retail destination.
Spanning more than 1.100 square meters, MINISO LAND CentralWorld carries forward the immersive design language established across representative MINISO LAND locations. Bold colors, large-scale visual installations and scenario-based displays come together to create a park-style retail environment, reinforcing the distinctive visual identity of the MINISO LAND store format. The store features an IP Zone, an IP Plush Zone and a General Merchandise Zone. Distinct IP themes and spatial designs connect the three areas, integrating products and IP content throughout the customer journey to create a sense of fun and discovery.
Beyond its distinctive store design, an extensive portfolio of IP products is another key part of the MINISO LAND experience. The opening of MINISO LAND CentralWorld marks the Southeast Asia debut of CHOUCHOU, one of MINISO’s newest proprietary IPs.
CHOUCHOU is a little spirit that lives alongside humans, loves exploring the world and collecting the small wonders of nature. The debut features the CHOUCHOU Nature Album Series vinyl plush surprise box collection, giving local consumers a first look at the new character. MINISO’s popular proprietary IP YOYO also features in its latest series, including Baby Angel, Magic Wish Girl collection and art figurines, further expanding the store’s proprietary IP offerings.
MINISO LAND CentralWorld also features a selection of licensed IP collaborations making their Thailand debut or offered as MINISO LAND CentralWorld store exclusives. These include collections featuring Winnie the Pooh, Disney’s Stitch and Mickey Mouse, classic Chiikawa characters, Hello Kitty and Friends x The Powerpuff Girls, responding to local consumers’ enthusiasm for beloved characters and trending IPs. The DUNDUN Chicken series, meanwhile, incorporates Muay Thai elements into MINISO’s proprietary IP design, reflecting local culture and consumer preferences while adding a distinctly Thai touch to its global product portfolio.
MINISO also prepared a range of interactive activities for consumers, including a store map check-in challenge, purchase promotions and gift redemptions such as a Thai-inspired YOYO garland fridge magnet, encouraging consumers to explore different IP settings and products while adding more fun and discovery to the visit. During the opening, consumers and IP enthusiasts visited the store, discovering new releases from CHOUCHOU, YOYO and popular licensed IPs, taking photos, completing check-ins and joining interactive activities to immerse themselves in the store’s park-style atmosphere.