Miniso is set to expand aggressively in the US this year, planning to open 100 new stores focused on products featuring proprietary original characters. According to KrASIA, the company has collaborated with 30 artists worldwide, including talents from Japan, South Korea, and Thailand, to create these unique designs.
About one third of the signed artists’ characters have already been transformed into merchandise currently available in Miniso stores. This approach highlights Miniso’s strategic shift toward prioritizing original content over licensed external brands to drive future growth, KrASIA reported.
For Japanese investors and market watchers, Miniso’s emphasis on original intellectual property aligns with broader retail trends in Asia, where unique branding and artist collaborations increasingly influence consumer preferences and equity valuations.