In 2023, MINISO initiated the “Chinese Culture Globalized Innovation Program” in collaboration with Xinhua News App. In 2024, we joined hands with Xinhua News App again to upgrade the “Global Development Plan for Chinese Culture Innovation”. In the next 10 years, we will join hands with “Made in China” and “Chinese Stories” to help 100 Chinese IPs go global.

We reach cooperation with the original Chinese IP “Nailoong” and the Chinese game “Black Myth: Wukong”. Additionally, we integrate intangible cultural heritage elements, such as Jiangyong Nüshu script, Chinese paper-cutting, and Cao-style kites into 13 new products.

MINISO and Xinhua News App Launched "Chinese Culture Globalized Innovation Program"

MINISO and the Forbidden City's Court Culture Collaborative Product – Gongjiang Yellow Porcelain


MINISO and the Forbidden City's Court Culture Collaborative Product – Glazed Porcelain


MINISO and Forbidden City Culture Developed Co-branded Products——Palace’s Treasures