MINISO Celebrates Major Achievement at The Licensing Awards 2025
On November 21, 2025, MINISO, the globally recognized lifestyle brand, received the prestigious Radar Award during The Licensing Awards 2025 held in London. This accolade celebrates MINISO's remarkable accomplishments in the realm of intellectual property collaboration and retail innovation. The Licensing Awards, organized by Max Publishing, recognizes brands that push the boundaries of their licensing business while enhancing global brand partnerships.
As reported by Licensing International, the landscape of global licensed goods and services witnessed an impressive revenue surge, reaching USD 369.6 billion in 2024, marking a year-on-year growth of 3.7%. MINISO has strategically capitalized on the growing demand driven by intellectual property (IP)-focused consumption, integrating its supply chain, innovating product offerings, and deploying creative content strategies that bolster its competitive edge. Today, MINISO has established a presence in 112 countries, operating over 7,600 stores that embody its philosophy: 'Life is for Fun.'
MINISO's approach is underscored by its comprehensive Super IP strategy, aspiring to position itself as a front-runner in global IP operations. The brand has forged partnerships with more than 150 esteemed licensors, resulting in the launch of upwards of 10,000 new products annually across various categories, such as toys, homeware, beauty products, and stationery. Iconic franchises such as Harry Potter, Sanrio, Barbie, and Disney are among the esteemed collaborations that have defined MINISO's diverse product offerings.
In China, collaborations with local IPs like Chiikawa have not only captivated consumers but also achieved record-breaking sales and fan engagement. Throughout Europe, Southeast Asia, Australia, and North America, themed pop-ups featuring characters from One Piece and Stitch have successfully drawn attention, illustrating how globally recognized IPs can coexist and thrive in everyday retail environments.
To further fortify its market position, MINISO is establishing its own original IP ecosystem. Since mid-2025, the company has announced collaborations with nine new artist IPs, introducing fresh creative perspectives to its portfolio. Robin Liu, the Chief Marketing Officer at MINISO, encapsulated the brand's dual-track strategy: "MINISO’s journey is about collaborating with globally influential IPs while nurturing our own. Established IP partnerships provide stability, while growing original artist-signed IPs incites differentiation and long-term vitality."
As of 2025, MINISO has successfully sold over 800 million licensed products worldwide. The company anticipates that its IP merchandise will account for more than half of total sales by 2028. With a clear vision to become the leading global IP operation platform, MINISO is dedicated to delivering culturally resonant and emotionally engaging products to its customers across the globe.
Moreover, through innovative retail concepts such as Super Stores and Super IP Collaboration, MINISO is expanding the commercial potential of IP, thereby creating lasting brand equity and solidifying its growth trajectory.
In essence, MINISO has emerged not only as a retailer but as a contemporary lifestyle brand that thrives in a complex, IP-driven market. With its diverse offerings and strategic partnerships, MINISO is paving the way for sustainability and ongoing success in the competitive landscape of retail.
As reported by Licensing International, the landscape of global licensed goods and services witnessed an impressive revenue surge, reaching USD 369.6 billion in 2024, marking a year-on-year growth of 3.7%. MINISO has strategically capitalized on the growing demand driven by intellectual property (IP)-focused consumption, integrating its supply chain, innovating product offerings, and deploying creative content strategies that bolster its competitive edge. Today, MINISO has established a presence in 112 countries, operating over 7,600 stores that embody its philosophy: 'Life is for Fun.'
MINISO's approach is underscored by its comprehensive Super IP strategy, aspiring to position itself as a front-runner in global IP operations. The brand has forged partnerships with more than 150 esteemed licensors, resulting in the launch of upwards of 10,000 new products annually across various categories, such as toys, homeware, beauty products, and stationery. Iconic franchises such as Harry Potter, Sanrio, Barbie, and Disney are among the esteemed collaborations that have defined MINISO's diverse product offerings.
In China, collaborations with local IPs like Chiikawa have not only captivated consumers but also achieved record-breaking sales and fan engagement. Throughout Europe, Southeast Asia, Australia, and North America, themed pop-ups featuring characters from One Piece and Stitch have successfully drawn attention, illustrating how globally recognized IPs can coexist and thrive in everyday retail environments.
To further fortify its market position, MINISO is establishing its own original IP ecosystem. Since mid-2025, the company has announced collaborations with nine new artist IPs, introducing fresh creative perspectives to its portfolio. Robin Liu, the Chief Marketing Officer at MINISO, encapsulated the brand's dual-track strategy: "MINISO’s journey is about collaborating with globally influential IPs while nurturing our own. Established IP partnerships provide stability, while growing original artist-signed IPs incites differentiation and long-term vitality."
As of 2025, MINISO has successfully sold over 800 million licensed products worldwide. The company anticipates that its IP merchandise will account for more than half of total sales by 2028. With a clear vision to become the leading global IP operation platform, MINISO is dedicated to delivering culturally resonant and emotionally engaging products to its customers across the globe.
Moreover, through innovative retail concepts such as Super Stores and Super IP Collaboration, MINISO is expanding the commercial potential of IP, thereby creating lasting brand equity and solidifying its growth trajectory.
In essence, MINISO has emerged not only as a retailer but as a contemporary lifestyle brand that thrives in a complex, IP-driven market. With its diverse offerings and strategic partnerships, MINISO is paving the way for sustainability and ongoing success in the competitive landscape of retail.
Topics Consumer Products & Retail）
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