#France #Cannes #MINISO #retail concept #MAPIC Awards

MINISO LAND: A Groundbreaking Retail Experience

In a significant achievement for global lifestyle retailer MINISO, its innovative store concept, MINISO LAND, has been awarded the Best New Store Concept at the MAPIC Awards 2025. This prestigious recognition was announced during the MAPIC, a leading global retail real estate gathering in Cannes, France. Described as a trendsetter in retail innovation, the MAPIC Awards celebrate exceptional creativity and economic impact within the sector.

The Vision Behind MINISO LAND

MINISO LAND emerged from MINISO's strategic vision to redefine the retail experience. Located in the bustling heart of Shanghai on Nanjing Road, this scenario-based store integrates emotional engagement, content driven by intellectual property (IP), and product innovation. Encompassing over 70 unique IP zones that feature beloved franchises like Harry Potter and Disney, MINISO LAND successfully bridges entertainment and shopping.

This novel retail format fosters an experience that captivates consumers, successfully transforming them into fans rather than mere shoppers. The store comprises interactive areas, including a 'Time Tunnel' Blind Box Area, a 'Scent Lab', and an 'IP Arena', each meticulously designed to offer engaging customer experiences. Since its opening, MINISO LAND has recorded staggering sales figures, generating over 100 million yuan (approximately US$14 million) within the first nine months. Notably, around 79.6% of the revenue derived from IP products showcases the powerful traction that these collaborations generate.

Recognition and Market Strategy

The MAPIC Awards jury lauded MINISO LAND for its exceptional ability to attract and retain consumers. They noted that the concept’s high repeat purchase rates—between 35% to 40%—illustrate the brand's strong appeal and loyalty among customers. MINISO LAND has become an attractive destination not only for customers but also for landlords seeking to enhance foot traffic at their properties.

The innovative concept acts as more than just a store; it embodies a cultural phenomenon where the atmosphere resembles that of a dedicated community hub rather than a conventional retail space. Customers eagerly line up to enter, excited by the possibility of touching and interacting with beloved characters and products.

Global Expansion and Future Aspirations

Following the success of MINISO LAND, MINISO is actively pursuing an aggressive rollout of this model across international markets. According to Vincent Huang, Vice President and General Manager of MINISO Overseas Markets, the aim is to foster an immersive retail experience that transcends the traditional purchase. The expectation is to cultivate spaces where entertainment and social interaction thrive alongside commerce.

MINISO is also expanding its footprint in key European cities, having launched flagship stores in prominent locations such as Champs-Élysées in Paris, Oxford Street in London, and Gran Vía in Madrid. As of June 2025, the brand has successfully opened 319 stores in Europe, bridging immersive, IP-focused experiences with operational flexibility to attract younger demographics and maintain a solid customer base.

With its recent accolade at the MAPIC Awards, MINISO's 'Super IP + Super Store' strategy gains further credibility within both European and global commercial real estate partnerships. Looking ahead, MINISO aims to solidify its position as the world's foremost IP operation platform by forging collaborations that inspire innovative retail experiences on a global scale.

Conclusion

The recognition received at MAPIC Awards 2025 firmly positions MINISO LAND as a front-runner in the retail innovation landscape. Through its commitment to experience-led retailing and consumer engagement, MINISO is shaping the future of how brands interact with their customers, setting benchmarks that others in the industry will undoubtedly strive to emulate.