MINISO expands global footprint to elevate Chinese IPs worldwide

MINISO has planned to expand its global store count to over 10,000 within three years and serve as a primary channel for the globalisation of Chinese intellectual property (IP), aiming to help 100 Chinese IPs go international.

This comes as MINISO's IP journey has established a solid foundation, partnering with over 180 global IPs since 2020. This resulted in cumulative sales of over 800 million IP-driven products, enhancing the brand’s capabilities across the IP value chain, including product development and global execution. 

Speaking at its 2026 Global Partner Conference in Guangzhou, MINISO’s founder and CEO Ye Guofu said while IP represents emotion, culture, and meaning, the next stage of competition will be defined by who understands culture and IP more deeply. “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."

Building on this foundation, MINISO is accelerating the development of its proprietary IP ecosystem as a key pillar for future growth. New IPs such as YOYO, Kumaru, and Angry Amiee, along with the flagship IPs Gift Bear and Friends, represent strong cross-cultural appeal and underscore MINISO's expanding IP incubation capabilities.

As IP drives consumer engagement, MINISO is enhancing its physical channels to achieve greater scale and immersion. MINISO LAND has transformed stores into multifunctional spaces for IP display and interaction, featuring collaborations with global IPs while supporting the long-term development of proprietary IPs. This reinforces its role as a bridge between creators and consumers, according to MINISO. 

Furthermore, the second MINISO LAND recently opened in Guangzhou, inspired by the city's historic arcade streets. Its three-dimensional façade features proprietary IPs and botanical elements, aligning with the mall's ecological theme. Spanning over 1,000 square meters, 90% of the store's offerings are IP products. Building on the success of the Shanghai flagship, which set a global sales record, MINISO LAND now spans major cities such as Guangzhou, Shanghai, and Beijing, as well as markets such as Thailand. 

MINISO has planned to accelerate the global rollout of the MINISO LAND format in 2026, enhancing consumer engagement and solidifying its position in global IP operations.

The launch of 'MINISO IP genius programme'

Reinforcing its long‑term commitment to IP development, MINISO said it will launch the “MINISO IP genius programme”. Designed as a full‑chain incubation pathway, the programme will offer top creative talent worldwide individual annual compensation of up to RMB$10 million to develop next‑generation proprietary IPs. 

MINISO aims to cultivate a sustainable global pipeline of creators and accelerate the commercialisation of new IPs across international markets—powered by the company's end‑to‑end operational strengths.

As IP plays an increasingly central role in global consumer culture, MINISO is scaling both its proprietary IP ecosystem and the global presence of MINISO LAND, strengthening its ability to connect with audiences across markets. Through this dual strategy, MINISO continues to progress toward its vision of becoming a globally leading IP operation platform.

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