MINISO Accelerates IP Strategy with Global Expansion and Retail Upgrades
Event summary
- MINISO announced an accelerated global growth roadmap at its 2026 Global Partner Conference in Guangzhou on January 30, 2026.
- The company has established strategic partnerships with over 180 leading global IPs since 2020, generating cumulative sales of over 800 million IP-driven products.
- MINISO's proprietary IP portfolio includes YOYO, Kumaru, Angry Amiee, and Carrot Street, with Gift Bear and Friends delivering remarkable sales performance.
- The MINISO LAND flagship store at Guangzhou's Grandview Mall opened, featuring a 1,000 square meter space with 90% IP products.
- MINISO launched the MINISO IP Genius Program to invest in global creative talent, offering up to RMB 10 million annually for developing next-generation proprietary IPs.
The big picture
MINISO is pivoting from a retail-focused model to an IP-driven platform, leveraging immersive store formats and proprietary IPs to deepen consumer engagement. This strategy aligns with broader industry trends where brands are increasingly investing in intellectual property to differentiate themselves in competitive markets. The company's focus on scaling its IP ecosystem and global presence positions it to compete with other major players in the retail and consumer goods sectors.
What we're watching
- IP Incubation Success
- How MINISO's proprietary IPs like YOYO and Gift Bear will sustain cross-cultural appeal and commercial success.
- Global Rollout Pace
- The pace at which MINISO can expand its MINISO LAND format internationally in 2026.
- Talent Attraction
- Whether the MINISO IP Genius Program will successfully attract and retain top global creative talent.
Our editorial coverage: