HONG KONG, Jan. 23, 2024 /PRNewswire/ — MINISO, the renowned global lifestyle brand, is delighted to announce the grand opening of its new flagship store in Tsim Sha Tsui, Hong Kong. It is currently the largest MINISO store in Hong Kong and boasts a vibrant pink design from its exterior facade to the interior — a first in the Hong Kong market.
The new store is conveniently located at the iSquare mall, right next to the Tsim Sha Tsui MTR station’s R exit, making it one of the most popular one-stop shopping areas in Hong Kong. Positioned as a brand image store, the new Tsim Sha Tsui branch holds crucial significance for potential expansions into other commercial districts.
The store offers more than a thousand trendy lifestyle products, along with special product zones like blind boxes and aromatherapy. In a bid to further diversify its offerings, the store features a photo zone with Lotso, a purplish-pink bear character from the film Toy Story 3. The store has also set up themed sections for popular IPs, such as Barbie, Snoopy, We Bare Bears, as well as the popular Care Bears series that have been highly acclaimed by consumers.
The store also features the latest Pokémon, Lucifer the cat and Marie cat series products, offering a diverse range of items and IP-themed products. With an extensive product lineup, MINISO aims to create an immersive shopping experience and refresh consumers’ brand perception, further energizing the consumption around the iSquare shopping area.
To mark the grand opening, MINISO has introduced a “Pink” campaign. In addition to gifts and discount, the store was adorned with wink balloons and pink cotton candy machines. This has attracted an influx of young consumers seeking a joyful shopping experience that embodies MINISO’s “Joy Philosophy.” On the second day of opening, the store achieved a high level of performance, setting a new record for the highest single-day sales for a single store in Hong Kong since 2018, doubling the daily performance of other stores in Hong Kong.
“Hong Kong has always been a global shopping paradise, with strong consumer power. Tsim Sha Tsui, known as a central and popular shopping location, provides immense opportunities for both business and brand exposure. The strategic location and vibrant atmosphere will help reinforce MINISO’s brand image and philosophy of happiness,” said Bella Tu, General Manager of MINISO Overseas directly operated markets and Vice President. “We aim to enhance our brand and product recognition among the young demographic in Hong Kong and look forward to opening even larger stores, providing an enhanced shopping experience and bringing the MINISO spirit to Hong Kong consumers.”
MINISO has witnessed substantial potential and sales growth in the Hong Kong market. After opening three stores in October, the overall sales have maintained a positive momentum. For example, the average daily sales of its Tseung Kwan O store in the first three days of its opening were approximately three times that of the best-performing store’s average daily sales in the previous month. The sales output of IP-related products has also experienced rapid growth.
To better serve local consumers, MINISO continues to expand its IP series, including beloved characters such as Care Bears, Pokémon, Doraemon and Crayon Shin-chan. As of now, MINISO has successfully forged deep partnerships with over 80 globally recognized intellectual properties, including Disney, Barbie, We Bare Bears, and Snoopy. This has further solidified MINISO’s reputation as a lifestyle trendsetter, distinguished by its unique collaborations in IP design.
MINISO has been actively expanding globally. As of Sept. 30, 2023, MINISO has opened over 6000 stores globally. In 2023, the brand’s strategic upgrade includes the rollout of MINISO “Super Stores” in major cities, such as flagship stores in Guangzhou, Hangzhou, Shanghai, New York’s Times Square and Oxford Street in London. The brand continues to explore the connection between “Super IPs” and “Super Stores.”
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