In an era where Gen Zs and Millennials are looking for more than just product, but emotional value, self-expression and shared experiences, MINISO is targeting this phenomenon with its Super Store and Super IP strategies.
“Through our Joy Philosophy, which turns retail into an experience that sparks happiness and emotional resonance, we create innovative, immersive formats like MINISO Land and MINISO Space, whereby stores are turned into content-driven destinations that blend IP storytelling with experiential retail.
“These spaces encourage photo moments, social sharing, and viral engagement. Frequent new launches keep assortments fresh, while collaborations with global IPs and adaptation of products with local cultural elements further strengthen emotional resonance,” MINISO told CosmeticsDesign-Asia.
In addition, this dual-strategy involves extending its existing IP partnerships and investing in its own original IP.
“We are deepening our collaborations with over 150 global IPs, including Disney, Sanrio, and Warner Bros, and we plan to launch more than 90 IP partnerships across lifestyle, collectible, and beauty products in 2025.
“At the same time, we are investing in original IP development and artist collaborations. MINISO IPs like PenPen, DunDun, and the Gift Bear family are quickly building their own fanbases. We have also signed partnerships with nine toy artists to expand our portfolio of collectibles.”
For instance, MINISO has signed an exclusive IP agreement with YOYO, an artist whose Tilted Head Collection combines playful design with interactive features.
“We will continue to build stories and differentiated products around YOYO, leveraging our scale and supply chain to bring this original Chinese IP to global consumers.”
Best-performing cosmetics and personal care
According to MINISO, its best-performing products include colour cosmetics, fragrances, and personal care.
In South East Asia (SEA), based on the company’s analysis of local consumer behaviour, it has introduced waterproof and long-wear makeup, and today, these products lead their respective categories.
“Fragrance is also a top-performing category for us, thanks to our selection of quality products at affordable prices. Our Lucky 7 perfume, for example, is a consistent popular item across markets.
“In addition to that, Flower Series Reed Diffuser of our home fragrance line has also gained popularity among consumers seeking a premium yet accessible lifestyle experience. Personal care items such as scented wipes, bath products, and IP-themed travel kits also perform strongly in SEA and the Middle East.”
Going forward, MINISO is looking to continue leveraging its global supply chain and rapid SKU development to introduce more “fun, functional, and IP-driven” products that strengthen its brand differentiation and brand loyalty.
Strategies for success
China, Hong Kong, and SEA, especially Indonesia, Singapore, Malaysia and Thailand, have delivered “standout results” from MINISO’s Super Store and Super IP strategies.
“The Super Store strategy strengthens brand presence through large-format, immersive flagships. In Indonesia, our Jakarta Central Park flagship — the largest MINISO store worldwide at about 3,000sq m — set a global single-day sales record on opening day, while innovative formats like MINISO Land in Shanghai and Guangzhou further strengthen this synergy through IP storytelling and optimising the retail experience.”
Complementing this is the Super IP strategy, which is said to transform IP from a product attribute into a full consumer experience.
To scale this strategy globally, pop-ups have been a core tool for MINISO to bring “top IPs” to prime retail hubs and drive interest-driven consumption.
Through immersive environments and limited-edition products, these activations boost retail efficiency, and serve as key stages for IP launches and fan engagement.
“Take the success of the One Piece IP as an example. MINISO’s One Piece collection made its global debut in Hong Kong, following which Malaysia, Singapore, and Indonesia reached record sales peaks this year. The One Piece pop-up in Thailand also attracted strong fan engagement and trended locally on X.”
For the Singapore market, in particular, MINISO has rolled out multiple IP-focused activations, ranging from Disney’s Stitch to Sanrio.
“Most recently, our collaboration with MOETCH brought the new Sanrio characters blind box series to the market. The MINISO x MOETCH Sanrio Fluffy Tea Party pop-up, running in Singapore till August 31 and featuring collections such as Hello Kitty Lucky Koi and My Melody Adorable Bunny, has been a major highlight.
“Together, these underscore the impact of combining top IPs with immersive retail. These efforts are also guided by our global strategy, which adapts global IP concepts to local cultural preferences to achieve maximum relevance.”