MINISO Bets Big on IP with New Experience Store

Launched in June 2025, the 684-square-meter MINISO SPACE is the brand’s first high-end retail location in mainland China. The store aims to create an immersive shopping destination by integrating approximately 30 global and local IPs, including Disney, Sanrio, Harry Potter, Chiikawa, WAKUKU, and many others. Nearly 100% of the store’s SKUs are IP-derived, underlining the company’s strategic focus on licensed intellectual property as a driver of foot traffic and customer loyalty.

MINISO SPACE is not just a retail store; it's an experience-driven format where customers can interact with life-sized characters, themed installations, and vibrant visual merchandising tailored to each IP. Zones within the store are dedicated to different franchises, transforming retail into a themed adventure. For instance, the Harry Potter section mimics the ambiance of Diagon Alley, while Sanrio fans can explore product walls adorned with Hello Kitty and My Melody aesthetics.

The store's luxury finish, elevated lighting, and artistic displays distinguish it from MINISO’s typical outlets. It represents the company's transition into premium retail, targeting not only fans of cute or pop culture merchandise but also discerning shoppers seeking unique and upscale experiences.

The launch of MINISO SPACE in Nanjing comes at a time when the brand is accelerating its global retail expansion. MINISO currently operates more than 6,000 stores worldwide, including major IP-themed locations in Paris, Madrid, Toronto, and New York City. The flagship in Nanjing builds on this foundation, further solidifying MINISO’s reputation as an IP-powered lifestyle retailer.

CEO Ye Guofu emphasized that the MINISO SPACE format reflects the company’s vision to “redefine what a store can be” by merging emotional connection, interactive shopping, and premium design. “We are not just selling products; we’re offering fans an immersive world where their favorite characters come to life,” he noted.