MINISO Transforms Bangkok’s Siam Square into a Christmas Wonderland with YOYO and Signature Characters, Celebrating a Successful Year in Thailand

This Christmas, MINISO has brought a whirlwind of festive cheer to the heart of Bangkok’s iconic Siam Square. With vibrant holiday-themed installations, the brand is closing a remarkable year in Thailand with a bang. From festive promenades to unique character displays, the global lifestyle brand has captured the spirit of Christmas, welcoming both locals and tourists to join in the celebrations.

The installation, which runs until January 4, 2026, features MINISO’s beloved characters such as YOYO, Gift Bear, and DUNDUN. This immersive experience extends across Siam Square’s pedestrian streets, leading visitors to MINISO’s flagship MINISO LAND, the first-ever overseas debut of this experiential store format. With a 60-meter-long Christmas promenade and five distinct photo spots, the experience is designed to bring joy and create lasting memories for everyone who visits.

This innovative installation is just the tip of the iceberg for MINISO’s year in Thailand, where the brand has made huge strides in retail expansion and brand presence. Now, let’s delve deeper into how MINISO’s success story has unfolded across Thailand in 2025.

A Holiday Wonderland at Siam Square

MINISO has transformed Siam Square, one of Bangkok’s busiest shopping districts, into a Christmas wonderland. Visitors are welcomed by the dazzling 60-meter-long promenade adorned with festive decorations. This vibrant walkway leads all the way to the heart of MINISO LAND, a store offering more than just products—it’s an experience. The installations feature limited-edition gifts, seasonal displays, and the famous MINISO Christmas tree, crowned with the brand’s signature red wink.

Visitors to the area can enjoy:

• Five interactive photo spots for an unforgettable holiday experience.
• A Christmas tree decked out in festive colors at the heart of the event.
• Exclusive seasonal gifts and wish cards designed for the holiday season.
• YOYO, Gift Bear, and DUNDUN, beloved characters from MINISO, adding fun to the festive atmosphere.

MINISO’s initiative creates a space where both locals and international tourists can enjoy the seasonal spirit, and it underscores the brand’s commitment to delivering a unique shopping experience to its Thai customers.

A Year of Growth and Success in Thailand

2025 has been a landmark year for MINISO in Thailand, marked by an impressive retail expansion and brand visibility. From the opening of flagship stores to exclusive product launches, the company has truly made its mark on the country’s vibrant retail landscape.

Key Milestones for MINISO in Thailand in 2025:

• Flagship Store at Asiatique The Riverfront – MINISO opened its first flagship store in Thailand at this iconic location, offering a unique shopping experience with exclusive Harry Potter merchandise.
• Store Openings Across Bangkok – MINISO unveiled refreshed stores in prominent locations such as Megabangna Mall, MBK Center, and The Mall LifeStore Bangkapi. These stores were designed to capture strong foot traffic and social media attention with interactive displays and exclusive product offerings.
• IP-based Product Launches – From Stitch to One Piece and Zootopia, the brand introduced a slew of popular IP collaborations throughout the year. With over 15 new IP collections launched in 2025 alone, MINISO continued to engage Thai consumers with beloved global franchises.
• Expanding Beyond Bangkok – Not limiting its expansion to Bangkok, MINISO set its sights on Chiang Mai in northern Thailand. New stores at Central Festival Chiangmai, Central Chiangmai Airport, and MAYA Lifestyle Shopping Center introduced the brand to more regions, amplifying its national presence.

MINISO’s strategy to integrate engaging retail experiences with localised IP collaborations has proven successful. By offering products that resonate with Thai consumers and delivering an immersive shopping environment, the brand has gained widespread recognition across the country.

MINISO LAND: A New Experiential Store Format in Thailand

MINISO LAND at Siam Square isn’t just a store; it’s an immersive experience that brings together cutting-edge retail design with themed IP collections. Since its October 2025 opening, MINISO LAND has attracted significant foot traffic, with visitors eager to explore its innovative offerings.

This experiential store format combines interactive displays, limited-edition products, and a curated product lineup that draws inspiration from beloved characters. The store’s design is carefully crafted to provide visitors with a memorable experience beyond typical shopping.

A Growing Presence in Thailand

The popularity of MINISO in Thailand isn’t just about its fun characters and trendy products. The brand has firmly established itself as a leader in affordable lifestyle retail, thanks to its dedication to consumer engagement. Throughout 2025, MINISO continued to deliver engaging campaigns and product launches that thrilled Thai shoppers.

Other Highlights from MINISO in 2025:

• Harry Potter Merchandise – This iconic collection, launched in January, became a huge hit, attracting fans of all ages.
• Stitch GenZ Street Series – A special launch at The Mall LifeStore Bangkapi made waves in the market with its vinyl plush collection, which became an instant collector’s item.
• Engaging Campaigns – Campaign-led initiatives ensured that MINISO’s presence was felt not only in stores but also across social media channels, creating buzz and excitement for new releases.

MINISO’s focus on both physical retail growth and digital engagement has allowed the brand to stay connected with its audience and build a loyal customer base across the country.

Conclusion: A Bright Future for MINISO in Thailand

As 2025 draws to a close, MINISO’s accomplishments in Thailand are nothing short of impressive. With a year marked by rapid retail expansion, innovative product launches, and a festive holiday installation, the brand has set the stage for even greater success in 2026.

MINISO has redefined the shopping experience in Thailand, creating a unique blend of immersive design, IP-based collections, and interactive displays that continue to delight consumers. The brand’s ability to blend global appeal with local culture positions it as a key player in Thailand’s competitive retail market.

Looking ahead, MINISO is poised to continue its expansion across the country, bringing joy and excitement to even more locations. Whether through exclusive product drops, themed experiences, or engaging marketing campaigns, MINISO’s commitment to delivering happiness to Thai consumers shows no signs of slowing down.

Key Takeaways:

• MINISO’s Christmas installations at Siam Square have brought festive cheer to Bangkok.
• The brand has opened multiple flagship stores across Thailand, with key locations in Bangkok and Chiang Mai.
• MINISO LAND, the company’s first experiential store, has become a popular destination in Bangkok.
• The year saw over 15 IP collaborations, engaging Thai consumers with popular global franchises.

MINISO’s strategic retail growth, coupled with its innovative store formats, makes it a brand to watch in Thailand’s ever-evolving retail scene.