Artist IP-Driven Interest Consumption: MINISO LAND Guangzhou District Sparks Local Vitality

MINISO, located inside Guangzhou Beijing Road MINISO LAND, officially unveiled its first trendy toy artist district. This innovative space is centered around the concepts of “co-creation, sharing, immersion, and interaction,” aiming to build an open platform that directly connects signed artists with a broad consumer audience. By creating a complete experience loop, the district not only opens up new scenarios for consumers to deeply engage in the artist IP creation process but also serves as an important practice for MINISO’s systematic incubation and operation of artist IPs and exploration of immersive commercial scenes.

First Launch Artist IP “Qibao” Debuts, Deepening Emotional Consumer Experience

As the debut artist IP of the district, MINISO’s original artist IP Qibao AngryAimee officially launched. This IP features the unique emotional theme “Angry Love,” accurately capturing and artistically expressing the genuine emotions of young people, aiming to create immersive emotional scenes that resonate deeply.

During the event, MINISO launched several limited-edition products centered around the artist IP Qibao, including “Valentine’s Day, NO! Hang Tag,” “Beach Music Festival TPR Plush Blind Box,” and “Unruly 400% Big Doll.” By combining innovative gameplay such as magnetic interactions and scratch card draws, they successfully attracted many fans to visit and make purchases. The designer of Qibao attended the event in person to hold a signing session, drawing inspiration from face-to-face interactions with fans and continuously optimizing the emotional core and artistic expression of this artist IP, allowing its value to grow and evolve through real-time interaction.

Reusing Artist District Model to Build a Sustainable IP Ecosystem

This first pop-up event themed around “Qibao” serves as a complete example of the artist district operation model, providing a replicable practice for MINISO to cultivate original artist IPs. Based on this, MINISO plans to introduce more diverse signed artist IPs in future themed series, continuously developing this district into a vibrant long-term co-creation platform. The core of this model is to promote the deep integration of original content created by artists with physical commercial scenes, accelerating the layout and growth of MINISO’s own artist IP ecosystem.

Connecting the Value Chain: From International Fashion Shows to Local Districts

In early October 2025, MINISO showcased its original artist IPs “Carrot Street,” “YOYO,” and “KUMARU” at the Reverie by Caroline Hú Spring/Summer 2026 runway in Paris, marking China’s TPR trendy toys’ debut at the four major international fashion weeks. Through this high-end fashion stage, MINISO expanded the value dimensions of its artist IP works. The establishment of the Guangzhou artist district effectively extends the influence and brand potential accumulated on the international stage into local daily consumer scenes, completing a full value loop from artist IP content creation and international dissemination to offline commercial transformation.

Strategic Investment and Dual-Drive to Build Artist IP Barriers

MINISO founder Ye Guofu emphasized that the company invests about 100 million yuan annually to “nurture” original IPs, providing ample space for trial, error, and growth for its own artist IPs, aiming to build a full-chain support platform from artist discovery and IP incubation to commercialization. Currently, MINISO has established and deepened a dual-drive model of “international licensed IP + exclusive signed artist IP.” While continuously expanding global IP collaborations, it systematically promotes artist IP incubation and signing plans. By expanding high-potential offline scenes such as artist districts, MINISO actively promotes the growth of domestic original artist IPs into globally influential cultural symbols.

Empowering Artist IP Global Expansion Through a Worldwide Network

The successful launch of the artist district is a key move for MINISO in building an artist IP ecosystem and scene innovation. By closely integrating international perspectives with localized operations, MINISO continues to strengthen its core competitiveness as a global IP operation platform.

In the future, MINISO will leverage its extensive global network of over 8,000 stores to promote more outstanding artist IPs into the international trend context, achieving product and cultural linkage for overseas expansion, allowing artist works imbued with Eastern aesthetics and contemporary spirit to continue shining on the global stage.