At a recent roundtable forum during the 2026 China Duty-Free Group Global Partners Conference, Kou Weixuan, Global Vice President and Chief Channel Development Officer of MINISO Group Holding Limited, detailed the brand's strategic blueprint to become a globally leading IP operation platform, with a core focus on developing large-scale, theme park-inspired stores like MINISO LAND.

Following its brand upgrade initiative launched in 2024, MINISO has been advancing towards its vision of becoming a top global IP platform, centering its strategy on interest-driven consumption and emotional value. Kou Weixuan stated during the forum that the brand is promoting deep integration across four key dimensions: culture, products, physical settings, and content. This approach aims to create an ecological platform that realizes IP value across the entire chain, leading to steady improvements in two core metrics: repeat customer visits and average transaction value. The goal is to elevate commercial interactions from simple transactions to long-term emotional connections.

Kou Weixuan highlighted the global rollout success of the large-scale, amusement-park-themed MINISO LAND stores, a flagship format under the company's channel strategy of "opening high-quality, large-scale stores." "We have established MINISO LAND stores in various Chinese provinces, promoting the concept that 'one MINISO LAND can illuminate a city.' Furthermore, we have opened stores in major international commercial hubs such as New York's Times Square, the Champs-Élysées in Paris, and Oxford Street in London. This allows consumers to step into our stores and immediately experience the brand's story and culture, immersing themselves in the evolution and innovation of our products," Kou explained. He also mentioned that in February 2026, both MINISO SPACE and MINISO LAND successfully launched in Sanya, marking a significant milestone in the brand's expansion into travel retail.

Currently, MINISO operates over 8,500 stores worldwide, covering 112 countries and regions. Domestically, the company continues to open flagship stores, creating regional IP-centric destinations. Internationally, it has launched inaugural stores in multiple countries; for instance, the first MINISO LAND in Australia is located in the largest shopping center in Northern Sydney, and the first store in Malaysia spans approximately 1,700 square meters.

Kou Weixuan expressed that MINISO will continue to deepen strategic collaboration with leading channel partners like China Duty-Free Group. By integrating project scenarios through its membership system, enhancing emotional engagement via IPs, and enabling continuous interaction through AI, the brand aims to transform IP ownership into lasting companionship. This strategy is designed to create mutual success with partners in the global travel retail sector.