BANGKOK, December 25, 2025 – This Christmas season, MINISO has transformed Bangkok’s Siam Square into a festive wonderland, featuring its beloved characters YOYO and DUNDUN. This initiative not only brings holiday cheer to the bustling area but also marks a successful conclusion to a standout year for the brand in Thailand.
Festive Installations and Holiday Experiences
The Christmas festivities at Siam Square include a series of themed installations that will remain in place until January 4, 2026. Visitors can explore a 60-meter-long Christmas promenade adorned with five unique photo spots, leading them from Siam Square to MINISO LAND. The route culminates at a grand Christmas tree, prominently featuring MINISO’s signature red wink.
Inside MINISO LAND, which opened in October as the company’s first overseas experiential store, shoppers will find seasonal displays, limited-edition gifts, and personalized wish cards. This store highlights the Zootopia product lineup and has been successful in attracting both local shoppers and tourists since its launch.
A Year of Growth and Engagement
Throughout 2025, MINISO has actively expanded its retail presence in Thailand, delighting consumers with new store openings and exclusive product launches. The year began with the inauguration of its flagship store at Asiatique The Riverfront in Bangkok, coinciding with the debut of its Harry Potter merchandise collection in the country.
Following this, MINISO introduced several newly refreshed and flagship stores in key locations, including Megabangna Mall and MBK Center. Each opening featured immersive displays and IP-themed products that generated significant foot traffic and social media engagement. Notably, the launch at The Mall LifeStore Bangkapi in May showcased the Stitch GenZ Street Series vinyl plush, captivating shoppers’ attention.
Beyond Bangkok, MINISO has established a strong foothold in northern Thailand, launching stores in prominent commercial areas in Chiang Mai, such as Central Festival Chiangmai and MAYA Lifestyle Shopping Center. This expansion reflects the brand’s commitment to enhancing the shopping experience and extending its reach across the country.
Engaging local consumers has been central to MINISO’s strategy throughout the year. The brand has introduced over 15 new IP collections, including popular franchises like Zootopia, Stitch, and One Piece, alongside the launch of more than 5,000 new products. By merging retail growth with engaging experiences, MINISO has positioned its stores as vibrant destinations for Thai consumers.
The Christmas and New Year celebrations anchored by MINISO LAND have further enhanced the brand’s visibility and engagement during the holiday season, setting a promising stage for continued growth in 2026.
