Inside the new store of MINISO at Nguyễn Trãi Street in HCM City. — Photo courtesy of the company

Lifestyle brand MINISO opened a new concept store, one of its largest stores in Việt Nam, on Nguyễn Trãi Street in the heart of HCM City’s commercial district.

On the same day, MINISO also opened a further five stores in other locations of HCM City and Hà Nội.

On the occasion, MINISO also revealed the hotly anticipated Minions IP collection in the Vietnamese market, with the entire collection available for sale during the store’s opening event.

Customers shopping and having fun in the new store.  — Photo courtesy of the company

“We are incredibly enthusiastic about our expansion in Việt Nam,” said Bella Tu, general manager of the company’s overseas operations. “Our rapid growth here is focused on maintaining MINISO’s distinctive characteristics and fun perspective, while actively integrating Vietnamese culture and tastes. The new Nguyễn Trãi store exemplifies our innovative street store concept and has a unique design and layout that enhance the shopping experience while celebrating its setting and fostering a stronger connection with local consumers.”

MINISO currently operates more than 50 stores across over 20 provinces in Việt Nam. As part of its ongoing expansion strategy, MINISO plans to open more stores in Việt Nam in August, including high-potential stores in the famous Vincom Mega Mall - Times City in Hà Nội and Vincom Đồng Khởi in HCM City, enhancing the brand’s influence and solidifying its position in the region. — VNS