MINISO LAND Crowned Best New Store Concept at MAPIC Awards 2025

MINISO, the global lifestyle retailer, has achieved a remarkable milestone by winning the prestigious 'Best New Store Concept' award at the MAPIC Awards 2025. The award was granted for MINISO LAND, a scenario-based IP Collection Store, distinguishing itself amidst a competitive landscape filled with established international brands. This honor was revealed during MAPIC, the world’s leading event for retail real estate held in Cannes, France.

Setting New Standards in Retail Innovation

The MAPIC Awards are recognized as one of the highest accolades in the global commercial real estate sector, celebrated for their role as trendsetters in retail innovation. They recognize exceptional creativity and commercial impact within the industry. This year marks the 30th anniversary of MAPIC, and a jury composed of top experts from global retail, real estate, and investment sectors applied stringent criteria encompassing commercial innovation, spatial design, operational performance, and customer experience.

MINISO LAND: A Bold Retail Innovation

MINISO LAND represents MINISO's strategic initiative and a bold leap into experience-centric retail. It creates a compelling retail atmosphere that fuses IP-driven content, emotional engagement, and product innovation. Located on Shanghai's prestigious Nanjing Road, the first scenario-based MINISO store showcases over 70 iconic IP zones, including beloved franchises like Harry Potter and Disney, with a staggering 70-80% of products stemming from IP collaborations. Among the unique features are immersive areas such as the 'Time Tunnel' blind box section, the 'Scent Lab,' and the 'IP Arena,' designed to transform shoppers into devoted fans through interactive experiences.

Since its inception, MINISO LAND in Shanghai has generated over 100 million Yuan (approximately 14 million USD) in revenue within just nine months, with 79.6% attributed to IP products and a remarkable customer repurchase rate of 35-40%. Following this success, MINISO LAND has expanded to over ten locations throughout China and made its international debut in Thailand, establishing a scalable model for its 'Super IP + Super Store' strategy.

Consumer Attraction and Retail Dynamics

The jury at the MAPIC Awards remarked on the concept's notably high return rate, indicative of strong consumer appeal and loyalty. MINISO LAND appeals not just to shoppers but also attracts retail operators and property owners eager to enhance foot traffic and vibrancy in their locations. The experience offered transcends traditional retail; visitors often wait in line to enter, with the ambiance resonating more with a fan community gathering than a typical shopping environment. By successfully converting shoppers into fans through emotional connections, playful designs, and commercial viability, MINISO LAND epitomizes the future of experiential retail.

Accelerating Global Expansion

On the back of MINISO LAND's success, the brand is rapidly advancing its global roll-out of this model. Vincent Huang, Vice President and General Manager of MINISO Overseas Markets, shared that the aim is to create not just a shopping experience but also an immersive environment that facilitates entertainment and social interaction.

Recently, MINISO has built a substantial footprint in major European commercial districts, opening flagship stores on the Champs-Élysées in Paris, Oxford Street in London, Gran Vía in Madrid, and Nieuwendijk Street in Amsterdam, while also steadily expanding in key markets like Germany, Italy, and Poland. By the end of June 2025, MINISO had launched 319 stores across Europe. The integration of immersive, IP-driven experiences with a flexible operational model continues to attract younger demographics and maintain strong brand awareness and customer traffic in the region.

This honor at the MAPIC Awards solidifies MINISO's 'Super IP + Super Store' approach and enhances the brand's credibility among European and global commercial property partners. With the vision of becoming the leading IP operations platform worldwide, MINISO is committed to collaborating with global partners to innovate immersive retail experiences and expand its international presence.

Conclusion

MINISO LAND's recognition at the MAPIC Awards highlights the brand's dedication to redefining the future of retail through innovative concepts that engage and captivate consumers, setting a benchmark for experiential shopping worldwide.