SINGAPORE. Global lifestyle brand Miniso has celebrated the reopening of its revamped and expanded store at Jewel Changi Airport with a special event. It is the brand’s first Zanmang Loopy IP-themed store outside mainland China.
Zanmang Loopy is a Korean animation character that has become a popular K-culture star in China.
The upgraded store is also the first to include a dedicated travel essentials section, named Miniso Go Zone. In addition, the store features a ‘cooling’ collection designed for summer and the latest Loopy range, as well as various zones showcasing Miniso’s collaborations with some of the world’s biggest IP licensors, including Disney, BT21, Pokémon, Minions, and more.
The shop also features a building blocks installation depicting Changi Airport at its entrance, that Miniso – which opened its debut store in China in 2013 – said highlights the transport hub’s status “as an unmistakable symbol of Singapore”.
To celebrate the grand opening, Miniso hosted a ‘Happy Dance’ event on 4 July, in front of the Rain Vortex installation at Jewel Changi Airport, the world’s largest indoor waterfall.
Led by the famous singer, dancer and fitness instructor Will Liu (刘畊宏), the dance event drew hundreds of shoppers and influencers in the airport. In addition, over 10,000 viewers who joined the event live on Douyin (the Chinese version of TikTok).
With participants dancing enthusiastically, Miniso noted the event promoted happiness, energy and health to both local and global attendees.
The store’s sales on the day of the event were up by approximately +1150% against the corresponding day of last year (prior the store’s upgrade).
Miniso CMO and Vice President Robin Liu said: “We’re thrilled to open our Jewel Changi Airport store with a completely upgraded format and expanded product categories. We are confident that the charming Loopy theme will make a big impression on consumers.
“Additionally, with the new Miniso Go series, we are passionate about providing a comfortable and convenient travel experience that meets our customers’ needs whether they are embarking on a global adventure or on their way back home, making Miniso their go-to destination when they are planning to travel.”
The Jewel Changi store’s refurbishment is part of Miniso’s global store upgrade initiative, which aims to establish the brand as a leading IP design retail group.
The company – which also has Singapore stores in Lucky Plaza, Vivo City, NEX Shopping Mall and Jurong Point – said it intends to pursue a rapid store expansion programme across Asia and beyond. 
