Miniso launches in-house IP incubation plan

The move comes as global IP consumption rises.

Miniso has launched an in-house proprietary IP incubation plan to strengthen its original intellectual property portfolio and accelerate global growth.

As part of the plan, the company has signed nine artists to create new designs and collections. One of the new IPs, YOYO, has quickly become a consumer favorite since debuting in June, selling out online and in stores. YOYO will expand overseas within the next year.

Miniso’s proprietary IP lineup, including DUNDUN Chicken, PenPen Penguin, and Gift Bear and Friends , continues to grow. Gift Bear and Friends alone has achieved over $28.1m (RMB 200m) in sales since its launch in October 2023.

“Our investment in proprietary IP is not a short-term commercial strategy, but a long-term commitment rooted in emerging trends,” CEO Ye Guofu said.

A 2025 Global Licensing Industry Study valued IP goods at more than $3.726b (RMB2.657t), with 5% annual growth. China’s per capita IP spending remains far below U.S. levels, leaving room for expansion.

Miniso is also advancing its “Super IP + Super Stores” strategy.

In August, its global flagship MINISO LAND store on East Nanjing Road, Shanghai, set a new monthly sales record of $2.25m (RMB16m), with IP products accounting for 83%.

Since opening last year, the store has introduced more than 160 IPs, surpassed $14m (RMB100m) in sales, and inspired 15 additional locations across China.