Chinese lifestyle retailer Miniso is stepping up its investment in intellectual property, positioning IP creation and experiential retail as key drivers of its next phase of global expansion.

At its Global Partner Conference, the company said it will increase investment in both licensed and proprietary IP, signalling a shift away from its traditional emphasis on low-priced lifestyle goods toward an IP-led operating model.

Miniso has partnered with more than 180 external IP owners since 2020, spanning global entertainment and pop culture brands.

“IP represents emotion, culture, and meaning,” said founder and CEO Ye Guofu. “The next stage of competition will be defined by who understands culture and IP more deeply.”

He added that Miniso aims to develop world-class original IP and introduce 100 IPs to global markets over the next decade.

The strategy is being anchored by Miniso Land, a large-format store concept designed around immersive IP experiences. Unlike standard Miniso stores, Miniso Land locations feature themed environments and character-driven merchandising, with IP-related products accounting for most of the range.

Miniso recently opened a new Miniso Land flagship at Guangzhou’s Grandview Mall, its second such store in the city, where IP products make up about 90 per cent of the assortment. The format has also been launched in cities including Shanghai and Beijing, as well as in select overseas markets such as Thailand.

As part of its international expansion plans, Miniso said it will accelerate the global rollout of the Miniso Land format this year.