MINISO scales up its IP-led ‘super store’ strategy

Global lifestyle brand MINISO has announced new plans as part of the upgrade to its dual “Super IP + Super Stores” strategy. The plans include the signing of nine artists and the launch of a new in-house proprietary IP incubation plan.

The brand is also celebrating the first anniversary of its innovative IP-themed MINISO LAND store format.

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. 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 Stores” strategy as it positions itself to meet evolving consumer demands,” says the company statement.

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. Gift Bear and Friends, for example, has achieved over RMB $200 million in sales since its launch in October 2023.

“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

The company also shares that 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 Stores” strategy, which emphasizes innovative in-store retail experiences and IP development, yielding exceptional results,” shares the company. The MINISO LAND store format is a classic example of this. This format now boasts 15 locations in major Chinese cities such as Shanghai, Beijing, Guangzhou, and Chongqing.

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.

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).

“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,” says the company and adds that byy the end of the year, it plans to continue expanding its MINISO LAND format both domestically and internationally, with rapid growth expected in major international markets.