Miniso Land Named Best New Store Concept

The Miniso Land shop in Shanghai has been named “Best New Store Concept” at the MAPIC Awards 2025 held in Cannes, France. The three-level, 21,000-square-foot store features plushies, blind boxes and other collectibles from such popular intellectual property (IP) franchises as Disney, Sanrio and Barbie.

In its first nine months of operation, the theme park-like location had sales of $14 million, with IP products accounting just under 80 percent of that revenue, with a 35-40 percent repeat purchase rate. Building on that strong start, parent company Miniso (Guangzhou, China) has added 10 more Miniso Land locations across China and also opened one in Thailand. As such, the company says, the format will serve as a blueprint for the brand’s “Super IP + Super Store” strategy.

“The concept has achieved an exceptionally high return rate, demonstrating strong consumer appeal and loyalty,” the jury of the MAPIC Awards noted. “Miniso Land is not only highly attractive to shoppers, but also to landlords and property owners, who see it as a destination brand that drives footfall and energy to their sites.

“The experience goes far beyond traditional retail – visitors line up to enter and the atmosphere feels more like that of a fan community than a typical store. The store successfully turns shoppers into fans, combining emotional engagement, playful design and commercial success in a way that embodies the future of experiential retail.”

The awards jury consists of experts from the global retail, real estate and investment sectors who apply criteria on entries spanning commercial innovation, spatial design, operational performance and consumer experience.