M&G Life Arrived in Singapore: New Outlets at Suntec City and Northpoint

M&G Life (九木杂物社), a popular Chinese variety goods chain, has turned its attention to Singapore as its first international destination. The company's first outlet, at Raffles City, was launched around July 2024.

With more than 700 stores in China as of early 2025, the Shanghai-based brand's entry is poised to heat the competition. It will have to compete against The Green Party, Hands, Miniso, KKV, Flying Tiger, and Daiso.

M&G Life Storefront

While M&G Life shares a similar concept to other variety goods chains, especially Miniso, which targets young consumers. However, M&G Life takes a different route in terms of interior design and product assortment.

The interior is dominated by wood-themed ornaments, floors, and furniture, giving a warm and calm impression. M&G Life's main strength is its stationery product line, sourced from its sister company (M&G Stationery). Lots of books, pens, coloring pencils, envelopes, and even staplers can be found.

Stationery section

Interior of M&G in Indonesia

In addition to that, M&G Life also offers a unique range accessories, jewelry, key chains, bags, glasses, stickers and holiday gift cards. There is also a dedicated section for blind boxes and unique merchandise from various IP, including Mr. Pa, Snoopy, Peanuts, Disney, and Panghu Fat Tiger.For toy enthusiasts, you can also expect plushies, DIY miniatures, and mini figures.

Although the brand was founded in 2016, its parent company, M&G Stationery, has a longer history, dating back to 1987. Today, M&G Stationery owns several other brands, including Berkmann (bags), Colipu, and More-Than-Fun (奇好好玩).

Blind boxes section

In its home country, M&G Life/Jiu Mu recorded a significant success during post-pandemic era. Its 2023 revenue increased to RMB 133.5 million, 51% higher than 2022. This was the first time M&G Life made a net profit (+RMB 22 million) since the pandemic.[1]

M&G Stores in Singapore:

• Raffles City Mall
• Wisma Atria
• Northpoint City
• Suntec City

REFERENCES

[1] - http://www.mgstationery.com/upload/file/2024-06/col29/1717397397457.pdf