MINISO LANDS Opens in Sydney

On Nov. 22, MINISO officially opened Australia's first MINISO LAND at Westfield Chatswood, Northern Sydney's largest shopping center. The opening marks Australia's largest and most premium store, a key milestone in strategic upgrade and expansion. It delivers an interactive shopping experience with flagship design and IP-themed elements for local consumers. 

MINISO LAND Sydney stands out in Australian retail, thanks to its prime location and innovative space design. Located at the main entrance of Westfield Chatswood, the largest shopping center in northern Sydney, the store benefits from transport links and attracts customers from across the city and surrounding areas. 

Spanning over 800 square meters, the store features a natural wood design and customers are greeted by multiple key product zones and immersive themed zones, including dedicated areas for the newly launched "Zootopia 2" and Sanrio collections, complemented by window displays and outdoor LED screens for a rich sensory experience. 

MINISO LAND Sydney features over 7,000 SKUs, with over 70% of the products being IP collaborations. The selection includes vinyl plush toys, blind boxes, accessories, cushions and lifestyle products, meeting both the needs of collectors and those seeking daily emotional comfort. Notably, several new products, including MINISO's new "Zootopia" collection, Sanrio Fox Island vinyl plush and Nommi vinyl plush, are making their debut in Australia at MINISO LAND Sydney, bringing local consumers a unique and exciting trendy toy experience. Through immersive IP experiences and a differentiated product layout, MINISO is further strengthening its position in the trendy toy and IP retail market. 

To celebrate the grand opening, the store hosted a ribbon-cutting ceremony, a parade of giant MINISO hero products, energetic mascot performances and themed activities, creating a joyful atmosphere and making the store a new city landmark for fans. Adding to the excitement, a 4-meter-tall YoYo installation (MINISO's own IP) was unveiled at the event, becoming a photo opportunity for visitors. Over 500 IP fans joined the party, with limited-edition gifts, T-shirts and stickers drawing large crowds eager to queue and check in. 

MINISO LAND was first launched in Shanghai in 2024, breaking MINISO's global single-store sales record in its opening month and continuing to perform strongly. Centered on the "Super IP + Super Store" strategy, it integrates rich IP content and immersive space design to create a highly interactive, experiential retail environment for trendy toys. To date, MINISO LAND has established itself in major cities such as Beijing, Guangzhou, Chengdu and overseas.