Global lifestyle brand MINISO opened Indonesia’s first MINISO FRIENDS store at Summarecon Mall Bekasi on August 15, marking the debut of the brand’s flagship store format in the country.
The store is located in Bekasi, one of Greater Jakarta’s residential and commercial hubs. According to MINISO, the location benefits from strong foot traffic generated by families, young professionals and local communities.
The store spans approximately 1,500 square meters across the Ground Floor and Basement 1. The Ground Floor features blind boxes, collectible toys, plush products and IP launches, while Basement 1 houses lifestyle, home and daily-use products. Around 60% of the assortment features exclusive, first-launch or limited-edition IP collections.
MINISO FRIENDS Bekasi introduces IP collections including One Piece 3.0, Persona and the Sanrio Racing blind box series, along with launches from Sanrio, Disney, Harry Potter and Spider-Man.
To mark the opening, MINISO organized launch-day activities including mascot interactions with its Gift Bear and Friends characters, and a Guest Store Manager for a Day segment.
As part of the launch campaign, MINISO introduced Indonesia’s first large-scale YOYO themed exhibition, ‘YOYO’s Holiday Fun Starts at MINISO,’ running at the central atrium of the mall from July 31 to August 23. The exhibition marks YOYO’s first major appearance in Indonesia.
The exhibition is centered around a six-meter-tall YOYO installation alongside thirteen large-scale YOYO sculptures. It includes zones named YOYO Holiday Island, YOYO Summer Beach, YOYO Holiday Station, YOYO Ice Cream Stop and the Holiday Fun Photo Spot.
According to MINISO, the Indonesia launch reflects the brand’s continued investment in the Southeast Asian market. The company says MINISO FRIENDS Bekasi is intended to strengthen engagement with local communities in Bekasi through its IP retail strategy.
MINISO said it will continue to expand store formats and its IP portfolio across Indonesia and other markets.
