Thousands of Argentines queued from 3 a.m. for the April 23 opening of Miniso’s first store in Buenos Aires, with lines stretching up to five city blocks as shoppers sought limited-edition gifts and viral shopping experiences.
The opening mirrored the 1990 McDonald’s debut in Moscow, where pent-up demand turned a retail launch into a cultural moment, though Miniso’s appeal centered on anime and Disney-themed merchandise rather than fast food.
Miniso rewarded the first 200 customers wearing red with special prizes and hid winning tickets throughout the store, while its “Minuto ganador” promotion let shoppers grab as much as they could in 60 seconds.
The chain, which has operated in Chile since 2019, announced a $50 million investment plan to open 100 stores across Argentina within five years, creating 800 to 1,000 direct jobs in locations including DOT Baires Shopping, Unicenter, airports and high-traffic zones.
The launch occurred under President Javier Milei’s economic reforms, which eased import restrictions and cleared the way for international brands like Decathlon, which entered the market in November 2025.
During live TV coverage, a woman approached a reporter saying she had waited six hours to find her boyfriend, whom she accused of bringing “the pu… de mier…,” a comment that went viral after the segment was cut short.
How many people were expected to attend the Miniso opening?
Sources reported queues of up to five city blocks beginning at 3 a.m., though no exact attendance figure was provided.
What jobs will Miniso create in Argentina?
The company plans to generate between 800 and 1,000 direct jobs as part of its 100-store expansion over five years.
Why did the live TV interview go viral?
A woman’s on-air complaint about searching for her boyfriend during the broadcast was cut short by the reporter and studio, leading to widespread sharing and criticism online.
