New roadmap sets course for Miniso's IP-led growth

It plans to enhance its store formats and strengthen end-to-end IP operations.

Global lifestyle brand Miniso has announced a roadmap for international expansion and proprietary intellectual property (IP) development at its 2026 Global Partner Conference in Guangzhou.

The company outlined plans to enhance its store formats, strengthen end-to-end IP operations, and increase investment in proprietary IPs, positioning itself as a leading global IP operation platform.

Since 2020, Miniso has partnered with over 180 global IPs, generating more than 800 million sales of IP-driven products.

Building on this foundation, Miniso is accelerating the creation of a proprietary IP ecosystem. Since early 2025, the company’s in-house IP portfolio—including characters such as YOYO, Kumaru, Angry Amiee, and Carrot Street—has grown rapidly, attracting large fan bases.

Early commercial results demonstrate the strategy’s potential: flagship IP Gift Bear and Friends has delivered strong sales, while YOYO has driven significant retail foot traffic and social media engagement within six months of launch.

“The next stage of competition will be defined by who understands culture and IP more deeply," said Ye Guofu, founder and CEO of Miniso. "We must stay curious and keep learning to create world-class original IPs and bring 100 IPs to the global stage over the next decade."

Miniso is also upgrading its stores with the MINISO LAND concept, which integrates IP-driven design and storytelling.

The Guangzhou opening follows the successful launch of the Shanghai MINISO LAND flagship on Nanjing Road, which set a global single-month sales record among MINISO stores.

MINISO LAND stores now operate in major Chinese cities—including Guangzhou, Shanghai, Beijing, Wuhan, and Chongqing—as well as in selected international markets such as Thailand. MINISO plans to accelerate the global rollout of the MINISO LAND format in 2026.

To support global IP creation, Miniso also launched the MINISO IP Genius Program, offering top creative talent up to RMB10m annually to develop proprietary IPs and accelerate international commercialization.