Miniso Comes to Belmar

Asian pop-up stores are, well, popping up everywhere, and one of the biggest retailers is Miniso, with some 7,000 stores world wide. Just last summer, my family dragged me into the Miniso on the Champs-Èlysées in Paris on our way back from the Arc de Triomphe.

Now Lakewood's own Champs-Èlysées (that's W. Alaska Drive, in case you were wondering) has a Miniso, and it's just as weird and wonderful as the one in Paris.

For starters, it's a literal beacon. Walk by anytime--day or night--and you'll find yourself drawn to the brightly-lit rows of blind boxes, plushies, backpacks and other assorted plastic knick-knacks, all neatly stacked under the store's take-no-prisoners interior lighting. Really, I dare you to try and walk by and ignore the place.

Inside, Miniso carries absolutely nothing that appeals to me (except for maybe the bags of shrimp-flavored corn puffs, which remind me of the two years I spent teaching in South Korea, drinking in seedy bars where a basket of these shrimp puffs were served with every round). Otherwise it's all manga blind-boxes, Hello Kitty plushies, and hair ties.

However, I'm not Miniso's target demographic. What I do see is lots of people walking around Belmar with their bright red Miniso bags, grinning with excitement, which is great to see. Will the novelty wear off, though? Miniso is expanding at a break-neck pace, with at least four stores in the Denver metro area already. 

One thing you won't find at Miniso are Lububu, which are sold exclusively at rival retailer Pop Mart, which does not yet have any locations in Colorado.