by SHEN Xiaoge

On August 11, Chinese toy retailer Pop Mart found itself trending on social media after some users said its newly opened flagship in Bangkok bore a striking resemblance to lifestyle chain Miniso's store design.

The 760 sq m, two-storey outlet at ICONSIAM shopping centre — billed as Pop Mart's largest flagship worldwide — features a "MEGA" zone anchored by giant Molly and The Monsters figurines, an interactive "Pop Bean" area, and the brand's first overseas café. Outside, a four-metre-tall Molly statue in Thai attire astride an elephant greets visitors.

Pop Mart said the store's layout follows its brand aesthetic while incorporating Thai cultural elements. But photos circulating online showed similarities with Miniso's "MINISO LAND" flagship: both use high-saturation colours, flowing lines to divide zones, carnival-style façades and fluorescent ceiling panels.

Some commentators argued the resemblance reflects a broader retail trend — bright colour schemes and dynamic floor plans aimed at younger "trend toy" shoppers — rather than deliberate imitation. Neither Pop Mart nor Miniso has responded publicly.

Thailand is a key Southeast Asian market for Pop Mart, which opened its first store in the country in September 2023 to long queues and first-day sales topping 2 million yuan (US$275,000).

Pop Mart's 2024 revenue rose 106.9 per cent to 13.04 billion yuan, with sales from overseas markets together with Hong Kong, Macau, and Taiwan surging 375.2 per cent to 5.07 billion yuan, or 38.9 per cent of the total. As of April 2025, it operated 88 stores in 14 countries, including South Korea, the UK and the US.

Miniso, which also positions itself as a Chinese retail export success story, reported 2024 revenue of 17 billion yuan, up 22.8 per cent year on year. Overseas sales climbed 42 per cent to 6.68 billion yuan, with store numbers outside mainland China exceeding 3,000 for the first time.