Miniso is significantly increasing its investment in original intellectual property (IP) development, aiming to create its own hit characters rather than relying solely on collaborations. The China-based retailer is establishing a new incubation hub for proprietary IP, already securing nine artists to fuel this creative endeavor.
Cultivating In-House Creativity
Miniso is actively building its portfolio of proprietary IP, with existing characters like DunDun Chicken, PenPen Penguin, and Gifford Bear already demonstrating strong sales.
The recently developed IP, Yoyo, has also performed well and is slated for international rollout within the next year.
This strategic shift signifies a long-term commitment to fostering original content, as stated by Miniso Founder and CEO Ye Guofu, who highlighted the company's unique advantages in category coverage, channel penetration, global reach, and end-to-end operations.
Competing in the IP Landscape
This move positions Miniso to compete more directly with rivals like Pop Mart, which has capitalized on the "kidult economy" with popular collectible toys and characters such as Labubu.
While Miniso has previously focused on store expansion and collaborations with established brands like Barbie and Care Bears, its new strategy emphasizes creating its own emotional connections with consumers through original characters, similar to how brands like Sanrio's Hello Kitty and Peanuts are utilized.
Innovative Store Formats
Miniso is integrating its proprietary IP more prominently into its retail spaces. The success of its Miniso Land global flagship store in Shanghai, where IP products accounted for 83% of sales in August 2025, underscores this strategy.
Miniso Land stores, which feature a high percentage of IP products (70-80%), immersive themed environments, and social media integration, have been expanded to other major Chinese cities.
The company also operates other IP-led formats like Miniso Space and Super Miniso, designed to enhance customer dwell time and create engaging retail experiences.
Aggressive Global Expansion
Alongside its IP development, Miniso continues its aggressive expansion both domestically and internationally. The opening of its 200th U.S. store in September 2024 marks another milestone in its global growth, which includes a significant presence in countries like Indonesia and Australia.
The retailer operates over 200 traditional flagship stores, with nearly half opening in the past year, demonstrating a robust growth trajectory.
