e iconic Hello Kitty, serves as a testament to Miniso’s evolving brand narrative in Indonesia, where it currently operates more than 200 stores in 90 cities nationwide.  As Jason Lee, general manager of Miniso Indonesia, puts it, this is about “building deeper emotional connections” with consumers. The story so far Miniso’s first-ever Sanrio-themed flagship store in Indonesia was a calculated move according to Lee, as it is a well-loved and popular IP in Indonesia and around the world. “We are excited to launch the Sanrio product series for the first time in Indonesia, and partnering with Sanrio to create a themed store presents a unique opportunity to bring even more joy and surprise to our consumers,” he told Inside Retail. Miniso has previously launched various IP-themed stores in other Asian markets, including Barbie and Disney Pixar food-themed stores, and Lee said these stores, which coincide with new product releases, have been well-received by consumers who enjoy the immersive experience they provide. According to Lee, Miniso’s strategic brand upgrading encompasses various aspects, including building its ‘Super Stores’, ‘Super IPs’, and ‘Super Products’. “In terms of stores, the Margo City store is just the beginning, as we aim to continuously open more stores in prime locations with larger areas, as well as introduce a new store image to enhance the overall shopping experience for our customers,” he added. The brand will continue to collaborate with more popular IPs to launch new and exciting products in the Indonesian market. A magical wonderland The Margo City store underwent months of renovation prior to the launch. According to Lee, the theme of the store is “Magical Fun Wonderland”, because it aims to bring joy and happiness to anyone who visits. “Several key design elements were incorporated into the Margo City store. The addition of more theme elements, such as sweet pink tones and Sanrio character decorations, was done to enhance the immersive experience for customers,” he noted. He went on to say that lighting plays a crucial role in setting the ambiance, with soft lighting used to create a romantic and dreamy atmosphere. The product displays are also optimised, with large character installations highlighting different product zones.  “Ever since the grand opening, our store has experienced a consistent flow of customers, resulting in thriving sales. On the opening day, we created nearly US$65,000 in sales over the course, setting a new single-day sales record among all stores in Southeast Asia,” he said. In addition to Sanrio, the store boasts a diverse selection of other IP zones and category zones, including perfume, snacks, and personal care.  “Our extensive product categories encompass everything from toys and home décor to stationery, cosmetics, bags and accessories, electronics, and beauty tools. To stay ahead of the curve and meet the evolving shopping preferences of diverse consumer groups, we update our product offerings frequently, with new items hitting our shelves every week,” he noted. The Indonesian customer Sanrio collections have been highly favoured by Indonesian consumers, and Lee said that the company’s blind boxes and mugs and cups categories are very popular too. “We have noticed a significant interest from our customers in products featuring the beloved characters Kuromi and Cinnamoroll from the Sanrio series,” he added. The opening event for the store featured Indonesian actress Prilly Latuconsina and a performance by the Hello Kitty mascot. “This was a significant day for us, marking an important milestone in the development of the Indonesian market. With their popularity among Generation Z, Prilly and Hello Kitty provide us with the opportunity to establish a stronger connection with our target audience,” he stressed. Alongside the store opening, Miniso also launched a new perfume collection . According to Lee, fragrances are one of the company’s key strategic categories globally, with strong sales in Indonesia. “Our new perfume series includes products specifically designed for Indonesian consumers. We will continue to strengthen this category by introducing more series and products that cater to the specific requirements of the market,” he explained. Additionally, the company is also introducing more localised products that cater to the diverse needs and preferences of its Indonesian customers. Pokemon and Loopy related products are also coming soon to the Indonesian marketplace. “We plan to open large flagship stores and more IP-themed stores in more cities, as we see significant potential in the Indonesian market,” he concluded.