MINISO was licensed by South Korean top IP Kakao Friends in early April, to develop peripheral products in the Chinese market, mainly for health and beauty and creative homeware products, covering nearly 200 products such as cups, cosmetics, boutique bags, masks, storage boxes, aromatherapy, makeup tools, tableware and so on. The eight Kakao characters have very different personalities. Funny and cute cartoon characters appear on the new product shelves of MINISO stores, bringing happiness to consumers.


Products jointly developed by MINISO & Kakao Friends 

Kakao Friends was born in 2012, which is a series of emojis derived from Kakao Talk, the most popular chat software in South Korea. It was popular on the Internet soon after it had been launched, and has become one of the most welcome cartoon characters in South Korea. There are eight different characters in Kakao family, including the adorable peach, Apeach, the sunshine lion, Ryan, the rabbit-clad carrot, Muzi, the mysterious and low-key crocodile. Con, the introverted and cautious duckling, Tube, the stylish Neo, the wealthy dog Frodo and the hip-hop loving Jay-G.

Each member of the Kakao family has a different personality. With distinct characteristics and unique charm, the Kakao family gains favour of a large number of fans. Cooperating with Kakao Friends to launch joint products, MINISO hopes to bring the positive energy and joy of this South Korean IP to consumers. When developing peripheral products, MINISO will customize thematic products according to the characteristics of different cartoon characters. For example, the lovely peach Apeach features a lively and active girl image, thus MINISO has developed a series of Apeach makeup products, among which there are hot sale products, such as eyeliner, teardrop-shaped powder puff and facial mask.

Through the combination of IP image and products, MINISO is able to build up emotional links with consumers effectively. The joint products of MINISO and Kakao Friends still maintain the features of good-looking, high quality and high cost performance. The product price is as low as RMB 10. As for fans, they can bring back home their favourite emojis with RMB 100 or 200, which is definitely the happiest thing for them.

So far, MINISO has reached cooperation with more than ten globally well-known IPs, and has developed a unique cross-boundary cooperation model, which is becoming increasingly mature. MINISO has successfully developed a series of officially authorized products, such as Hello Kitty, We Bare Bears, Adventure Time, Pink Panther and Pantone.