MINISO takes home two accolades at Retail Asia Awards 2025

The company’s launch of the world’s first MINISO LAND in Shanghai and its interest-driven innovation were recognised by the awards programme.

MINISO was named the recipient of the Brand Store of the Year - China and Toys & Games Retailer of the Year - China accolades at the Retail Asia Awards 2025.

New era of immersive retail

MINISO has officially launched its most ambitious and immersive retail concept yet: MINISO LAND, the world’s first and flagship of its kind located on Shanghai’s Nanjing Road.  MINISO LAND blends beloved global IPs, interactive zones, and trend-driven merchandise into a three-story retail wonderland.

This landmark opening marks a major step in MINISO’s journey to create interest-driven shopping experiences. It is inspired by the brand’s “Joy Philosophy” which is a commitment to bringing fun, surprise, and happiness to everyday life.

As a benchmark store, MINISO LAND exemplifies MINISO’s focus on high-quality channel upgrade. It not only significantly enhances the brand’s image but also offers consumers a broader assortment of products and a unique shopping experience. Following the Shanghai opening, MINISO has since expanded the MINISO LAND concept to other major cities.

MINISO LAND, spanning nearly 2,000 square metres, is MINISO’s highest-tier store format and its first scenario-based IP co-branded concept store. 

The space has more than 70 globally recognised IP collections, with IP merchandise making up 70 to 80% of the total product mix. It also introduces exclusive launches and global limited editions.

Sales in the first month surpassed RMB12m, with IP product sales accounting for over 70%. The store also recorded average daily foot traffic exceeding 10,000 visitors.

Each level of MINISO LAND offers a unique and connected experience, with its first floor designed as a space-inspired zone that features a blind box forest and a carousel-style product display. The second floor is a pet-themed space that has cactus-shaped displays, bold colors, and photo-worthy design. The third floor, meanwhile, is a calming retreat housing plush toys and fragrances. It also boasts open layouts and a gyroscope-shaped fragrance display that guides customers naturally through the space.

To celebrate the grand opening, MINISO rolled out a series of marketing initiatives strategically aligned with its IP strategy, including themed tram experience and a paradise stamp collection ticket.

With these, the brand is uniting entertainment, design, and world-class products under one roof.

Redefining global toy market

MINISO is making waves in the international toy industry as it leads the growth of interest-driven categories. A particular initiative is its blind boxes and vinyl plush blind boxes which became one of the biggest breakout trends in the toy market—recording a cumulative global retail sales of nearly CNY2b.

MINISO is keeping up with the ever-changing consumer demand by introducing over 200 new blind box designs in a year. Strategic partnerships with more than 150 popular IPs have helped the brand create compelling products.

A standout success story is one of the popular vinyl plush blind box series, which sold over 100,000 units in just 15 days. This number generated more than CNY10m in gross merchandise value (GMV).

MINISO continues to grow its own original IPs, such as the Mini Family line that has sold more than 10 million units in over 100 markets.

Aside from product design, MINISO focusses on material innovation and craftsmanship as well. It tackles challenges like short product life cycles and cultural differences in toy preferences by building a strong foundation in localised innovation. Its four global design centers—in China, the U.S., Japan, and South Korea—ensure product development is tailored to regional tastes.

MINISO further boosted its visibility with the launch of the Global Blind Box Carnival, a campaign that brought the blind box phenomenon to life in key markets. The event earned over 7 billion social media impressions and 100 million topic views. Additionally, in the first three quarters of 2024, MINISO sold over 30 million blind boxes globally.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in the Asia-Pacific region. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].