From June 23rd to 25th, the 17th Annual Meeting of the New Champions, also known as the Summer Davos Forum, was held in Dalian. The forum, themed "Innovation at Scale," brought together over 1,700 leaders from politics, business, and academia across more than 90 countries and regions.

Ye Guofu, founder, chairman, and CEO of MINISO Group Holding Limited, was invited to attend and delivered a speech titled "Chinese IP at the Forefront of Global Trends." He stated that Chinese intellectual property is emerging as a new variable in global cultural consumption. MINISO is positioning itself as a primary channel for Chinese IP going global, aiming to become a leading international IP operation platform.

"Chinese IP is becoming a new variable in global cultural consumption," Ye Guofu shared. As China's economy integrates deeply with the world, Chinese culture is engaging in global competition in a more confident and modern manner.

Citing landmark cases such as the film "Ne Zha: The Devil's Birth" topping the global animation box office and MINISO's original IP "YOYO" generating over 10 billion yuan in revenue within a year of launch, Ye pointed out that original Chinese IP is experiencing a collective global breakout.

Ye believes that multiple sectors led by Chinese IP, including animation, gaming, and trendy toys, are rising simultaneously. Animation transforms cultural themes into universally resonant narratives. Gaming creates immersive Chinese cultural experiences through digital technology, with "Black Myth: Wukong" being a prime example. Trendy toys blend public sentiment with cultural identity, establishing a new commercial system that synergizes content, technology, and productization.

"Only a powerful China can produce outstanding IP that goes global," Ye emphasized. He noted that the U.S.'s Disney exports American values backed by comprehensive national power, while Japan's anime industry became a cultural pillar after its economic boom. Historical patterns show that the rise of a major nation is inevitably accompanied by cultural export. With China's per capita GDP now exceeding $13,000, cultural consumption is entering a period of explosive growth. MINISO has spent a decade building a global layout for interest-driven consumption, establishing a leading global advantage.

Ye attributed the global competitiveness of Chinese IP to four key sources: a complete industrial supply chain enabling creative scale, global brand influence ensuring worldwide product distribution, upgraded scenario-based operations that transform transactions into experiences, and cultural confidence propelling Chinese aesthetics toward global acceptance. He stated that Chinese IP is turning local stories into cultural symbols that resonate with global consumers. MINISO will anchor itself as the main channel for IP going overseas, accelerating its journey to become a world-leading IP operation platform.

As IP collaborations evolve from a differentiating advantage into a standard industry practice, MINISO has chosen to "move upstream in the industrial chain," transforming from a retail enterprise into a global leader in IP operations.

"Proprietary IP is the core chip of MINISO," Ye stated. The success of its first original artist IP, YOYO, which surpassed 10 billion yuan in revenue and entered 53 countries and regions within a year, validates the company's mature global IP operation capabilities.

To date, MINISO has 8,565 stores globally, including 3,656 overseas stores across 112 countries and regions, connecting with over 1 billion consumers annually. In 2024, MINISO pioneered the "store as a playground" model globally and has now opened over 100 such themed stores worldwide, reshaping the consumer experience with IP products accounting for over 90% of the assortment.

Ye reiterated the company's vision: "In the next 10 years, MINISO aims to lead 100 Chinese IPs to the world." To achieve this, MINISO has launched the "IP Prodigy Program," offering a top annual salary of up to 10 million yuan to recruit global IP creation talent, building a full-chain support system from incubation to global operation.