Miniso is probably a brand that needs little introduction. After all, the brand has worked with high-profile names such as Paris Hilton, Rihanna, and even Maye Musk for its advertising campaigns. But I don't think celebrity endorsements are what truly made Miniso so popular. What really set the brand apart is its combination of cute and eye-catching products, an enormous variety of items, affordable prices, and countless popular IP collaborations.
And now, Miniso Land — almost like the ultimate showcase of everything Miniso has become known for — has officially opened in Dongmen. So, of course, we had to come and see what this much-talked-about Miniso Land is actually like! 🛍️✨
📍 Practical Information
Name of the Shop: Miniso Land
Location: Dongmen Pedestrian Street, Luohu District, Shenzhen
Nearest Metro Station: Laojie Station (Line 1), Exit C
Opening Hours: 10:00–23:00
🗺️ It’s located right opposite Sun Plaza in Dongmen, Luohu, with a three‑story layout. If you're visiting on a weekend, I’d recommend going earlier in the day. The store can get quite crowded, and there may even be a short queue to enter. According to the notice board when I visited, the estimated waiting time was around 5 minutes.
🏬 Store Experience
The store spans three full floors, each with its own themed sections:
First Floor — Hello Kitty & Disney themes
Second Floor — Harry Potter & Chikawa
Third Floor — Beauty products, stationary, toys & more Disney items
Beyond the blind-box figurines 🧸, there are tons of themed accessories, stationery, toys, beauty products, and everyday lifestyle goods. There is so much to look at that even if you come in without a shopping list, you’ll probably find yourself stopping at one display after another.
The Hello Kitty collection is especially worth checking out. You can find everything from bags 👛 and combs 🪮 to notebooks 📓, gloves, scarves, and more. The character has basically been incorporated into every kind of product you can imagine. If you're a Hello Kitty fan, this section alone could probably keep you browsing for quite a while.
🪄 Harry Potter Zone
The Harry Potter area on the second floor occupies one of the largest themed sections in the store. There’s a dedicated photo spot recreating iconic scenes, along with exclusive merchandise and apparel representing different Hogwarts houses 🧥. The whole area feels much more immersive than a typical retail section. The attention to detail is impressive. 💕
💄 Beauty & Travel Essentials
The third floor focuses more on beauty products, toys, and compact, travel-friendly items. You’ll find a huge selection 👍, including portable fans, cooling patches, masks 😷, and other useful travel essentials. Compared with the heavily themed floors below, this section feels more practical, but it’s also a good place to pick up inexpensive little things that you might actually use.
📖 Overall Reviews
If you're visiting Dongmen, I’d definitely recommend adding Miniso Land to your itinerary, especially if you enjoy cute products, popular IPs, or simply want to see what one of Miniso’s largest and most immersive stores is like. Just be prepared to leave with something you didn't plan on buying. 😏🛍️
Variety ⭐⭐⭐⭐⭐
Store Design ⭐⭐⭐⭐⭐
IP Selection ⭐⭐⭐⭐⭐
Value ⭐⭐⭐⭐⭐
Overall ⭐⭐⭐⭐⭐
（First published: 7/5/26; Updated 27/8/26）
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