Miniso launches first Miniso Space concept in China

It combines retail, exhibitions, and interactive zones.

Global lifestyle brand Miniso has opened its first-ever Miniso Space at Deji Plaza in Nanjing, introducing a new store format focused on immersive, IP-driven shopping experiences.

The store, located in one of China’s top luxury malls, marks a major upgrade in Miniso's retail strategy.

Nearly the entire space is dedicated to collaborations with popular global IPs, including Disney, Harry Potter, Chiikawa, Sanrio, and the exclusive debut of the WAKUKU limited-edition collection.

A total of around 30 IPs are featured, making it one of Miniso's most content-rich stores to date.

Miniso Space is designed to be more than a store. It combines retail, exhibitions, and interactive zones to create an immersive environment that blends entertainment and shopping.

The concept targets luxury mall visitors with a premium and trend-driven experience that reflects Miniso's “Joy Philosophy.”

The launch follows Miniso's successful flagship openings in Madrid and Jakarta in 2024, both of which focused heavily on IP collaborations and large-format store designs