On June 4, 2025, MINISO, the globally renowned lifestyle brand, was recognized with four top honors at a premier Asia-Pacific retail awards ceremony. These wins mark its third consecutive year of distinction and reinforce its leadership in retail innovation and category excellence across the region. 2025 awards conferred to MINISO include:

• Brand Store of the Year – China

• Brand Store of the Year – Indonesia

• Toys & Games Retailer of the Year – China

• Store Retail Initiative of the Year – Indonesia

Widely regarded as one of Asia's most authoritative retail honors, this annual awards program recognizes outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region. Renowned for its commitment to celebrating the best practices and contributions in retail, the awards showcase a diverse range of categories encompassing various aspects of the sector. With these latest honors from the Retail Asia Awards, MINISO has now amassed eight accolades over the past three years. These achievements not only solidify the brand’s position as a retail innovation benchmark since 2023 but also highlight its leading role and innovation capabilities in the global retail landscape.
 
Redefining In-Store Retail Shopping Experience

MINISO earned three Store and Retailer categories awards for its ongoing innovation in retail space design, store operations, and immersive consumer experiences. MINISO LAND Global Flagship Store, honored as “Brand Store of the Year,” exemplifies MINISO's “Super IP + Super Store” strategy, transforming traditional shopping into an immersive retail journey. Spanning nearly 2,000 square meters over three floors, the store incorporates over 70 globally renowned IPs, interactive installations, and IP collaboration products. Since its opening in October 2024, the store has generated over RMB 12 million in sales in the first month, with average daily foot traffic surpassing 10,000, setting a new sales record for a single MINISO store. IP merchandise made up 70–80% of total SKUs, with several limited-edition collaborations sold out instantly upon release. The store also represents a key milestone in advancing MINISO’s “interest-driven consumption” strategy.

 
In Indonesia, MINISO’s achievements were further underscored by its recognition as “Brand Store of the Year – Indonesia,” reflecting its rapid nationwide expansion, standardized operational excellence, and elevated consumer experience. The brand’s strategic localization efforts, deep IP collaborations, and refined in-store design have solidified its position as a market leader in the country’s modern retail landscape.


MINISO Indonesia was further recognized with the “Store Retail Initiative of the Year – Indonesia” award, credited for its transformative in-store concepts that elevated the standards of experiential retail. Through a series of trailblazing store models, the brand successfully transformed traditional retail space into dynamic, multifunctional environments that blend entertainment, social interaction, and shopping. This significantly boosted consumer engagement and experience value, showcasing MINISO’s strong capabilities in retail innovation as one of the most forward-thinking lifestyle retailers in Asia.


Interest-Driven Consumption Ignites Global Toy Trends
In the toy and collectible category, MINISO continues to propel global growth through interest-driven consumption, demonstrating robust international competitiveness. Products such as blind boxes have sustained increasing popularity, fueled by the consistent launch of over 200 new SKUs annually and deep collaborations with more than 150 leading IP partners worldwide. These strategic efforts had led to multiple hit product releases, earning MINISO the “Toys & Games Retailer of the Year – China” award. These achievements demonstrate how MINISO is setting a global standard as a lifestyle retailer through IP innovation and consumer-centric product development.
 
Among the best-selling products is the vinyl plush blind box series, which achieved a swift sell-out upon launch. In the first three quarters of 2024 alone, MINISO sold over 30 million blind box units globally. Its original IP series, “Mini Family,” has also gained widespread popularity across more than 100 international markets. These achievements stem not only from the brand’s emphasis on product creativity and material craftsmanship but also rely on its global design centers in China, the U.S., Japan, and South Korea, which enable MINISO to respond precisely to local market preferences. By balancing global perspectives with localized innovation, MINISO continues to broaden its influence in the worldwide toy and collectible market.
 
Three Consecutive Years of Recognition, Steadily Rising Global Influence
Since 2023, MINISO has received consistent recognition from Asia's leading retail awards for its global strategy and execution. From its first win as “International Retailer of the Year – China” in 2023, for its outstanding international expansion. In 2024, “Store Design of the Year – China & Indonesia” for MINISO's Shanghai flagship store on Huaihai Road and the Indonesia Sanrio-themed store. Building on past success, MINISO has now garnered a total of eight Retail Asia Awards since 2023. These accomplishments reflect MINISO’s strategic execution and capabilities on a global scale, underscoring its continued rise as an illustrious Chinese brand on the international retail stage. Looking ahead, MINISO will remain committed to its philosophy of “Life is for fun,” advancing its product development, IP development, and channel expansion, anchored in the fundamental principle of interest-driven consumption.