Unleashing the Power of Experience in Retail

In a world where Gen Z and Millennials crave more than mere products—seeking emotional connection and unique self-expression—MINISO is seizing this trend with their innovative Super Store and Super IP strategies.

Transforming Retail into a Joyful Adventure

With a commitment to their Joy Philosophy, MINISO redefines retail as an engaging adventure, crafting immersive spaces like MINISO Land and MINISO Space. These stores are not just shops; they're vibrant content-driven destinations that weave together storytelling and experiential retail to create joyful experiences.

These engaging environments are designed for social sharing, encouraging visitors to capture memorable moments and participate in exciting interactions. With a steady stream of new product launches and collaborations with internationally recognized IPs, MINISO maintains a fresh and emotionally resonant collection that resonates with consumers.

Expanding the IP Universe: New Collaborations Ahead

MINISO’s dual strategy also includes strengthening existing partnerships and investing in original IP development. The company collaborates with over 150 global IPs, including giants like Disney and Warner Bros, and plans to launch over 90 new partnerships across various lifestyle categories by 2025.

Moreover, MINISO is fostering its unique IPs like PenPen and DunDun, attracting dedicated fanbases. One standout collaboration includes an exclusive agreement with artist YOYO, known for the interactive Tilted Head Collection, aimed at globally showcasing this original Chinese IP.

Beauty and Self-Care: Bestsellers That Shine

Among MINISO’s top-performing offerings are color cosmetics, fragrances, and personal care products. In Southeast Asia, adapting to consumer preferences has led to the introduction of waterproof and long-wear makeup, dominating their categories.

The perfume range, particularly the popular Lucky 7, along with the elegant Flower Series Reed Diffuser, caters to those seeking a touch of luxury at affordable prices. Personal care essentials like scented wipes and travel kits continue to thrive across SEA and the Middle East.

Strategies Driving Remarkable Success

Regions such as China, Hong Kong, and Southeast Asia—especially Indonesia, Singapore, Malaysia, and Thailand—have showcased exceptional results through MINISO’s unique strategies. The Super Store concept enhances brand presence with large-format flagships, exemplified by the record-breaking Jakarta Central Park location, MINISO's largest store globally.

Complementing this, MINISO's Super IP strategy transforms product features into full-bodied consumer experiences. Pop-up shops have become key tools, bringing top IPs into prime locations and engaging consumers with limited-edition products.

Epic Engagement in Pop-Up Events

The successful One Piece collection serves as a prime example of this approach, garnering incredible sales across multiple markets. In Singapore, MINISO has launched numerous IP-focused activations, including a highly sought-after collaboration with MOETCH, featuring limited-edition Sanrio character blind boxes.

These dynamic ventures highlight the potent blend of popular IPs and immersive retail experiences, all guided by MINISO’s strategy to adapt global concepts to local cultures for unparalleled relevance.