MINISO expands creator economy strategy with Shanghai Gallery

MINISO is expanding its intellectual property (IP) strategy by investing in original content creation and artist development through the launch of the MINISO Gallery in Shanghai. Opened on 17 May at Bund City Hall Plaza, the permanent venue serves as both an exhibition space and a platform for artists signed by the company, rather than a traditional retail store.

Strategic shift 

The initiative marks a strategic shift for the retailer, which has traditionally relied on licensed character merchandise. According to MINISO Gallery Co-founder Dong Hai, the company aims to strengthen the long-term value of its IP portfolio by developing its own artists and original characters, moving further into areas such as artist management and content creation.

Operating more than 8,000 stores

MINISO currently operates more than 8,000 stores across over 100 countries and regions, providing a global retail network for its intellectual properties. The company plans to expand the gallery concept to additional cities, including Hong Kong, Beijing, Tokyo, Paris and New York, as part of its broader strategy to build a global platform for original creative content.

Source: https://asianbusinessreview.com/exclusive/miniso-pushes-deeper-creator-economy-shanghai-gallery