<h1>IP collaboration strategy drives flagship store expansion, delivering immersive branded retail experiences across Southeast Asia.</h1> MINISO opened a Bangkok flagship deploying its super store and super IP strategies to expand in Southeast Asia by locating in a high traffic tourist district and installing immersive IP themed zones. The store houses over 20 IP collections from global partners, uses themed experience areas and large displays to enhance consumer engagement, and forms part of a coordinated rollout including large format flagships and pop ups across the region to increase footfall, dwell time and product turnover.