Global lifestyle brand MINISO is delighted to announce the signing of nine artists and the launch of a new In-house Proprietary IP Incubation Plan as part of an upgrade to its dual “Super IP + Super Store” strategy. With the brand also celebrating the first anniversary of its innovative IP-themed MINISO LAND store format, the brand’s announcement signals another milestone in its journey to become the world's leading IP operation platform.

Innovating the Future of IP Retail
Interest-driven consumption trends and IP consumption are on the rise thanks to Gen-Z and the explosion of collectible toy culture. According to a 2025 Global Licensing Industry Study, the total global retail and service value of IP goods is now worth over RMB 2.657 trillion, with an annual growth rate of 5%, making the IP economy a key part of global consumption trends.

In the Chinese market, per capita consumption is still at an early stage, with China’s per capita IP consumption only 1/55^th of that of the US, but offering huge growth potential.

Against this backdrop, MINISO aims to lead the next wave of interest-driven consumption and IP retail innovation, through immersive retail experiences and an approach that “content is merchandise”. As a result, the brand is upgrading its dual “Super IP + Super Store” strategy as it positions itself to meet evolving consumer demands.

New In-house Proprietary IP Incubation Plan: Empowering Artists and Achieving Global Reach
MINISO is launching its in-house proprietary IP incubation plan to strengthen its own proprietary IP offering. MINISO has signed nine artists who will work to enhance MINISO’s proprietary IP design, with inventive and innovative collections. One of these newly developed IPs, YOYO, is set for its first overseas rollout within the next year. Since its debut in June, YOYO has been met with overwhelming consumer enthusiasm, selling out quickly online and becoming a highly sought-after product in offline stores.



To date, MINISO has partnered with over 150 globally renowned IPs, including Disney, Sanrio, One Piece and many more, creating inspiring and exciting IP products that cover every aspect of consumer life and achieving outstanding global success. The brand’s own long-term proprietary IP portfolio – including DUNDUN Chicken, PenPen Penguin and the Gift Bear and Friends – also continues to show promise.

“MINISO possesses unique resources for proprietary IP development: complete category coverage, full-channel penetration, a global footprint, and end-to-end operations,” said Ye Guofu, founder and CEO of MINISO. “Our investment in proprietary IP is not a short-term commercial strategy, but a long-term commitment rooted in emerging trends. Our new in-house IP incubation plan ensures we are able to build on this, and we are delighted to have already signed nine new artists to power this development.”



Super Stores: Redefining the Flagship Retail Experience

In August 2025, the MINISO LAND global flagship store on East Nanjing Road, Shanghai, set a new monthly sales record for MINISO stores worldwide, taking in RMB 16 million, of which IP product sales accounted for a remarkable 83%. Within just one year of opening, the store has introduced over 160 IPs, including 15 heavyweight debuts. This success can be attributed to MINISO’s “Super IP + Super Store” strategy, which emphasizes innovative in-store retail experiences and IP development, yielding exceptional results.

The MINISO LAND store format serves as an excellent representation of this strategy, combining IP-driven content (including 70-80% IP products), immersive IP-themed spaces, and experiences that encourage interactions worth sharing on social media. This format now boasts 15 locations in major Chinese cities such as Shanghai, Beijing, Guangzhou, and Chongqing. To date, the global flagship on Nanjing East Road has surpassed RMB 100 million in sales within nine months.



Besides MINISO LAND, the brand’s flagship store formats also include MINISO SPACE, with its debut at Nanjing Deji Plaza positioning MINISO as the first Chinese brand to establish an IP space in a luxury mall. The store offers trendy collectibles, an “exhibition–experience–retail” flow and exclusive, limited-edition products. SUPER MINISO stores, meanwhile, merge IP, floral and greenery, DIY experiences, and other offerings to extend customer dwell time and enhance immersion. Finally, as of the first half of 2025, over 200 traditional flagships (stores measuring 400+m²) have opened, with nearly half opening within the past year. These stores significantly outperform non-flagship locations in terms of productivity, store efficiency and profitability.

Overseas, MINISO has opened numerous high-potential flagship stores in top global shopping destinations like Times Square (New York), on the Champs- Élysées (Paris) and Oxford Street (London). In July, a flagship store in Melbourne, Australia, partnered with One Piece and broke local annual single-store sales records on its opening day. In Europe and Southeast Asia, flagship stores have become the main model for entry into iconic commercial districts in markets such as Poland, the Netherlands, Thailand, and South Korea.

Overall, MINISO’s flagship strategy is not simply about making stores bigger. Instead, it’s a comprehensive approach to reshaping brand image, enhancing user experience, and driving revenue growth, propelling MINISO’s evolution from a successful retailer into a global brand leader. By the end of the year, MINISO plans to continue expanding its MINISO LAND format both domestically and internationally, with rapid growth expected in major international markets.



A Dual Strategy to Drive Global and Sustainable Growth
MINISO’s dual “Super IP + Super Store” strategy is not only designed to meet current consumer trends, but to lay the foundation for the brand’s globalization and sustainable growth, positioning it as an IP-driven platform with a global stage for its channels.

The synergy of the dual-pronged approach acts as a dual engine, with targeted store formats elevating the consumer experience, and innovate proprietary IPs creating differentiated advantages. Together, these two pillars aim to build long-term competitiveness, improve market confidence, and spark an even brighter future for MINISO.



 
About MINISO
MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand