Global lifestyle retailer MINISO has launched its first-ever MINISO Gallery in Shanghai, underscoring the company’s aggressive push into IP-led experiential retail as it scales its international franchise and flagship store network.
Located at Bund City Hall Plaza in Shanghai, the new gallery concept has been designed as a creative platform for artist collaborations, immersive exhibitions and proprietary intellectual property showcases, further strengthening MINISO’s evolving “Super IP + Super Store” strategy.
The gallery debuts with an exhibition titled Life from the Corner of My Room by Indonesian contemporary artist Ryol, whose real name is Ryo Laksamana. Ryol was recently signed as MINISO’s first global exclusive artist as part of the retailer’s broader creator-led IP expansion initiative.
The launch comes as MINISO rapidly transforms from a value retail chain into what founder and CEO Ye Guofu describes as a global IP operation platform. Speaking about the company’s long-term direction, Ye said: “We strive to become a top IP design retail group.” He further added: “We are going to introduce 100 Chinese IPs to the world.”
MINISO’s gallery concept is closely aligned with the company’s broader experiential retail strategy, which includes the rapid international rollout of MINISO LAND, its immersive flagship format combining fandom culture, collectibles, entertainment and destination retail.
According to the company, MINISO has partnered with more than 180 global IPs since 2020 and has sold over 800 million IP-driven products worldwide.
The retailer has also expanded its proprietary IP ecosystem through in-house character development and artist collaborations. Earlier, MINISO announced the signing of nine artists globally alongside the launch of its MINISO IP Genius Program aimed at incubating original IP talent and accelerating commercialization across international markets.
Robin Liu, Chief Marketing Officer of MINISO, recently said the company’s overseas MINISO LAND expansion marks a shift “from value retail to experiential retail.”
Founded in 2013, MINISO now operates 8,485 stores globally as of December 2025, including 8,151 MINISO stores and 334 TOP TOY stores, across Asia, Europe, the Middle East, North America and Latin America. The brand’s international growth is significantly driven through franchise and partner-led expansion models.
The company has increasingly focused on large-format experiential stores in key global markets including Shanghai, Bangkok, Paris, London and New York, using IP collaborations and themed environments to deepen Gen Z engagement and drive footfall across its expanding franchise ecosystem.
