MINISO's ESG Report 2025: Strategies for Sustainable Growth and IP Development

MINISO, the global lifestyle brand, has just published its 2025 Environmental, Social, and Governance (ESG) report, showcasing its dedication to integrating ESG principles into its core business strategy. The report outlines the progress made in corporate governance, social responsibility, and environmentally sustainable practices that contribute to MINISO’s long-term growth strategy.

Strengthening ESG Governance Framework

Throughout the reporting period, MINISO has significantly bolstered its ESG governance framework. The company’s performance has been notably impressive, with its SP CSA score climbing to 43, placing it in the top 15% of its industry. Additionally, it has maintained an AA level in the Wind ESG rating for three consecutive years. This commitment to high ESG standards reflects MINISO's proactive approach to embedding sustainable practices across all levels of operation.

Expanding IP Strategies

A key focus of MINISO's strategy is its emphasis on intellectual property (IP). The company aims to establish itself as the leading global IP operation platform. By moving beyond traditional retail models, MINISO is enhancing its capacities in IP operations, product innovation, and content integration. This dual-engine model is designed to combine top-tier licensed IP with proprietary creations, fostering a robust ecosystem that bridges cultural and commercial values. MINISO's long-term objective is to support 100 Chinese IPs in their global expansion over the next ten years, enriching product offerings through innovation and creativity.

Commitment to Diversity and Inclusion

Diversity and inclusion are fundamental to MINISO's corporate culture. The byproduct of this commitment is evident in the company’s workforce demographics: women constitute approximately 65% of the total workforce and account for 55% of management roles. Efforts to enhance employee welfare include incentives such as share options for nearly 475 employees and a fund designed to support family-friendly policies. During this reporting phase, more than 200 families benefited from this initiative, reflecting MINISO's commitment to a supportive work environment.

Enhancing Community Engagement

MINISO is also focused on community welfare, effecting positive change in areas such as children’s development, women's empowerment, and animal welfare. Approximately RMB 3 million has been allocated to public welfare initiatives, demonstrating the brand’s commitment to social responsibility. Programs like “Red Power” and campaigns promoting animal adoption illustrate the company’s dedication to meaningful community engagement and enhancing local ties.

Advancing Sustainable Practices

In its pursuit of sustainability, MINISO has made significant strides toward green operations. Their headquarters has received LEED Platinum pre-certification and features over 77,000 square meters of solar photovoltaic panels generating approximately 12.5 million kWh of clean energy annually, effectively reducing carbon emissions by over 6,600 tons every year. Moreover, MINISO is leveraging environmentally friendly designs in its retail locations and products, ensuring its operations contribute positively to the environment.

Conclusion

Looking ahead, MINISO will continue to blend its IP strategies with ESG initiatives to prepare for global challenges and opportunities. By fostering a comprehensive approach that aligns operational goals with societal values, MINISO aims to deliver high-quality, warmth, and joy to consumers and stakeholders alike. The full 2025 ESG report is available for those seeking additional insights into MINISO's strategies and progress in sustainable and socially responsible business practices.