#France #Cannes #MINISO LAND #Retail Innovation #MAPIC Awards

MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

On November 18, 2025, in Cannes, France, the global lifestyle retailer MINISO received the prestigious award for Best New Store Concept during the MAPIC Awards 2025 ceremony. This recognition comes for its innovative retail environment, MINISO LAND, which effectively combines Intellectual Property (IP) collaborations with a unique shopping experience. The MAPIC Awards are highly regarded in the commercial real estate sector, showcasing leading retail innovations from around the globe.

A New Standard in Retail Innovation

MINISO LAND has differentiated itself among renowned international brands by offering a unique scenario-based store format. Located on Shanghai's coveted Nanjing Road, this store features more than 70 distinct IP zones, including popular themes like Harry Potter and Disney. Notably, 70-80% of the products showcased in the store stem from these IP partnerships. Elements such as the 'Time Tunnel' Blind Box Area and 'Scent Lab' immerse visitors in an interactive shopping experience, making every visit feel like an adventure.

Within just nine months of operations, the Shanghai MINISO LAND achieved staggering sales exceeding 100 million yuan (approximately $14 million), with IP products contributing to 79.6% of the overall revenue and a pleasing 35-40% repeat purchase rate.

The MAPIC Awards jury praised MINISO LAND for its incredible consumer engagement and its ability to transform casual shoppers into loyal fans. As visitors flock to the site, the atmosphere resembles that of a thriving fan community rather than a regular retail outlet. This innovative approach transcends standard shopping experiences by blending emotional engagement, playful design, and commercial success seamlessly.

Expanding the Vision Globally

Following the success of MINISO LAND, the company is ramping up its global initiatives under the 'Super IP + Super Store' model. Vice President and General Manager Vincent Huang spoke about the future of the store concept, emphasizing the importance of creating immersive environments that focus not only on shopping but also on entertainment and social interaction. This vision of interactive retail experiences is now being amplified across international markets.

Recently, MINISO has also been establishing significant flagship locations in key European cities, including Champs-Élysées in Paris and Oxford Street in London. This expansion has allowed the brand to tap into younger demographics while maintaining strong customer traffic and brand recognition. As of June 2025, MINISO has opened 319 stores across Europe, signaling robust growth in this competitive market.

The acknowledgment received at the MAPIC Awards underscores the brand’s commitment to innovative retail strategies and strengthens its credibility with both partners and consumers. As MINISO continues fostering collaborations with global brands, its objective remains clear: to lead in the realm of immersive retail innovation worldwide.

The success of MINISO LAND paves the way for future developments in experiential retail, setting a benchmark for how brands can engage with consumers on meaningful levels. Overall, MINISO's credentials as a key player in retail innovation are solidified, making it a brand to watch in the years to come.