On December 25, 2025, MINISO celebrated the holiday season by launching a festive installation featuring its popular characters, including YOYO and DUNDUN, at Bangkok’s Siam Square. This initiative marks the end of a successful year for the brand in Thailand, with Christmas-themed attractions set to remain in place until January 4, 2026.
The festive installations include a striking 60-meter-long Christmas promenade that leads visitors through multiple themed photo opportunities. This route connects Siam Square to MINISO LAND, the company’s first overseas experiential store format, which opened in October. The installation aims to create a cheerful atmosphere in central Bangkok, where holiday celebrations typically occur without snow.
Exciting Holiday Attractions
At the heart of the holiday display is a Christmas tree adorned with MINISO’s signature red wink. Inside MINISO LAND, shoppers can explore seasonal displays featuring limited-edition gifts and wish cards. The store has quickly become a popular destination for both locals and tourists, further enhancing MINISO’s brand presence in Thailand.
Throughout 2025, MINISO has significantly expanded its retail footprint across the country. The year began with the opening of its first flagship store at Asiatique The Riverfront in Bangkok, coinciding with the debut of its Harry Potter merchandise collection. Subsequent openings included flagship stores at Megabangna Mall, MBK Center, and The Mall LifeStore Bangkapi, each showcasing immersive displays that attracted considerable foot traffic.
Strategic Growth and Consumer Engagement
MINISO’s strategy has focused on creating an engaging shopping experience through exclusive product launches and collaborations with popular intellectual properties (IPs). Over the past year, the brand introduced more than 15 new IP collections in Thailand, including Zootopia, Stitch, and One Piece, alongside over 5,000 new products.
As part of its expansion, MINISO has also established a presence in northern Thailand, opening stores in key commercial areas of Chiang Mai, including Central Festival Chiangmai and MAYA Lifestyle Shopping Center. This growth reflects the brand’s commitment to offering refined store experiences and broadening its reach across the country.
The brand’s Christmas and New Year program, featuring the festive promenade and the unique MINISO LAND, has further solidified its visibility and engagement among consumers during the holiday season. As MINISO looks ahead to 2026, the company aims to continue building on this momentum, enhancing its offerings and expanding its presence in Thailand.
