THE MIDI. Russia's 700-square-meter flagship store has grandly opened

THE MIDI. Russia's 700-square-meter flagship store has grandly opened, marking the arrival of a new landmark for Z-generation interest-driven consumption in Moscow

In January 2026, the Chinese trendy toy brand THE MIDI. officially opened its first store in Russia in the core business district of Moscow. The store covers an area of 700 square meters and has become the largest "IP·Trendy Toy·Interest Collection Store" in Eastern Europe. The store integrates over 100 globally popular IP licensed products, original trendy luxury beauty makeup, anime cultural creativity, and immersive interactive installations, creating a new space for young consumers that is "good-looking, fun, and happy". On the opening day, limited-edition blind box draws, an AR virtual idol interaction area, and exclusive benefits for the Russian-speaking area were set up, attracting over 5,000 local Z-generation consumers to check in. The daily sales exceeded 1 million rubles, setting a record for the opening of a single store by a Chinese trendy brand in Russia.

As a pivotal step in the brand's globalization strategy, this store adopts an "asset-light, fast-response" operational model. All products are directly supplied by the Guangzhou Design Center, leveraging Ozon and Wildberries platforms to achieve integrated online and offline sales, resulting in a 40% increase in inventory turnover rate. The store design continues THE MIDI's signature "future dimension cabin" style - featuring circular circulation, neon light walls, and modular shelf systems, creating a strong visual impact and social media appeal.

The franchise advantage has been comprehensively upgraded, empowering global entrepreneurs to share in the benefits of China-Chic

THE MIDI. plans to open 100 franchise stores and grant agency rights in various countries worldwide by 2026. Welcome to inquire