Global lifestyle retailer MINISO has been awarded the “Best New Store Concept” at the MAPIC Awards 2025 for its scenario-based IP collection store, MINISO LAND, standing out among a wide range of established international brands. The announcement was made during MAPIC, the world’s leading retail real estate event held annually in Cannes, France.
The MAPIC Awards are among the most prestigious recognitions in the global retail real estate sector, celebrating innovation, creativity, and commercial impact. This year’s edition marks three decades of MAPIC excellence, with a jury of retail, real estate, and investment experts evaluating entries on criteria including commercial innovation, spatial design, operational performance, and customer experience.
A New Retail Format Setting a Benchmark for Experiential Shopping
MINISO LAND represents a bold innovation in experiential retail, combining intellectual property (IP) content, emotional engagement, and product innovation to create highly attractive and commercially effective stores.
The first scenario-based MINISO LAND store, located on Nanjing Road in Shanghai, features more than 70 iconic IP zones (including Harry Potter and Disney). Between 70% and 80% of the products are IP collaborations, complemented by immersive zones such as the “Time Tunnel”, the “Scent Lab”, and the “IP Arena”, offering interactive experiences that transform shoppers into fans.
Since opening, the Shanghai MINISO LAND has achieved over 100 million yuan (~$14 million USD) in sales within nine months, with IP products accounting for 79.6% of revenue and a repeat purchase rate of 35–40%. Building on this success, MINISO LAND has expanded to more than 10 locations in China and made its international debut in Thailand, establishing a scalable model for the brand’s “Super IP + Super Store” strategy.
Industry Recognition Highlights Retail Innovation
The MAPIC Awards jury commented:
“The concept has achieved exceptionally high return rates, demonstrating consumer appeal and loyalty. MINISO LAND attracts not only shoppers but also landlords and mall owners, who view it as a destination brand that drives footfall and energy in their locations. The experience goes far beyond traditional retail – visitors queue to enter, and the atmosphere feels more like a fan community than a conventional store. MINISO LAND succeeds in turning shoppers into fans, combining emotional engagement, playful design, and commercial success in a way that embodies the future of experiential retail.”
This award confirms MINISO’s role as a global innovator in retail experiences.
Global Expansion and European Growth
Building on the success of MINISO LAND, the brand is accelerating the global rollout of this model. Vincent Huang, Vice President and General Manager of MINISO Overseas Markets, said:
“Our goal is to deliver an interactive experience that goes beyond shopping through the MINISO LAND concept – it’s not just about buying products, but creating an immersive environment for entertainment and social engagement.”
MINISO has also expanded aggressively in key European shopping districts, with flagship stores on Champs-Élysées in Paris, Oxford Street in London, Gran Vía in Madrid, and Nieuwendijk Street in Amsterdam, along with a growing presence in Germany, Italy, and Poland. By June 2025, the brand had opened 319 stores in Europe, attracting young consumers while maintaining strong brand recognition and foot traffic.
Reinforcing the “Super IP + Super Store” Strategy
This MAPIC award strongly supports MINISO’s “Super IP + Super Store” approach and enhances the brand’s credibility with European and global retail real estate partners. Guided by its ambition to become the world’s leading IP operation platform, MINISO continues to collaborate with international partners to drive innovation in immersive retail and expand its presence worldwide.
MINISO LAND is more than a store—it’s a model for the future of experiential retail, combining creativity, technology, and commercial excellence to engage customers and create lasting brand loyalty.
