As of April 7, MINISO Group Holding Limited has launched 65 "entertainment-themed" stores worldwide, featuring core formats such as MINISO SPACE, MINISO FRIENDS, MINISO LAND, and SUPER MINISO. These stores pioneer a "store-as-destination" model that merges shopping with immersive experiences. On average, these locations have achieved over 900% higher performance compared to standard stores. The company projects the total number of such stores will reach 200 by the end of 2026.

The average size of an entertainment-themed MINISO store is approximately 1,200 square meters, six times larger than a typical store. Each location carries between 8,000 and 10,000 SKUs, 90% of which are IP-based products. Through themed zoning, each section presents a complete IP universe, transforming routine shopping into an engaging "theme park" visit. Data shows that customers now spend an average of over 45 minutes in these stores, up from just 15 minutes in conventional outlets, with some locations seeing visits lasting up to 90 minutes.

In terms of sales performance, the top-performing MINISO LAND store recorded monthly revenue exceeding 16 million yuan. The Shanghai Global Flagship store achieved sales of over 200 million yuan within 15 months of opening. On its first day, the Guangzhou Zhengjia Plaza store attracted nearly 10,000 visitors, generating single-day sales of 450,000 yuan.

These entertainment-themed stores are now present across China, including prime commercial areas in first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen, as well as key regional and tourist destinations such as Hohhot, Nanning, and Sanya. Internationally, the concept has also been introduced in markets including Australia, Malaysia, Thailand, and Singapore.