Visitors explore the newly opened MINISO FRIENDS flagship at Haiya Mega Mall. Li Jiajia
MINISO FRIENDS — an immersive IP retail store model developed by MINISO Group Holding Ltd., a global value retailer specializing in trendy, IP lifestyle products — has opened its first South China store in Shenzhen's Bao'an District. The launch underscores Shenzhen's expanding role in shaping youth consumption trends across China.
Located at Haiya Mega Mall and positioned as a "mini-IP amusement park," the new store integrates immersive IP experiences with retail space, aiming to become a fresh landmark for trendy youth culture in the city.
The two-story flagship outlet, situated on the first floor of the mall, brings together a wide range of globally popular IPs such as Stitch, Disney, Zootopia, Harry Potter, and Sanrio, alongside exclusive themed zones featuring MINISO's own proprietary IP character You You Jiang.
With over 70 IP collaborations and more than 4,000 stock-keeping units (SKUs), IP-based products account for over 80% of the store's offerings. Breaking away from conventional retail layouts, the store features interactive gaming areas and highly Instagrammable settings, offering shoppers an engaging and immersive environment.
The MINISO FRIENDS in Bao'an positions itself as a "mini-IP amusement park." www.cqn.com.cn
"It really meets the shopping preferences of young people. The beauty section includes niche brands at affordable prices," said a young, trendy toy enthusiast, Ms. Wu, who spent over 200 yuan (US$28) in a single visit on items such as makeup remover, scented candles, and toy accessories.
The opening comes as the New York-listed MINISO Group Holding Ltd. — the parent company of MINISO FRIENDS — reported strong financial performance this year. In the second quarter of this year, the company posted revenue of 4.97 billion yuan, a year-on-year increase of 23.1%.
Shenzhen is actively leveraging its "first-store economy" — attracting brands to open their first local or regional stores — to boost spending, with trendy toys playing a central role in this initiative.
British royal toy brand Hamleys opens its first South China store at Shenzhen Joy City in Bao'an in July. Photo from WeChat account "ShenzhenLook"
In July, Shenzhen Joy City in Bao'an District welcomed the South China debut of Hamleys, a centuries-old British royal toy brand, drawing crowds of social media influencers.
In Luohu District, KingGlory Plaza has introduced 21 first-store brands, including high-traffic, trendy toy labels such as WANGXIAOBEN and TOP TOY on its B1 and B2 floors.
As the birthplace of China's trendy toy industry, Shenzhen has become a barometer for the country's trendy toy economy. Official data show that the city is home to more than 3,000 companies related to trendy toys, accounting for 14.4% of the national total and forming a complete industrial chain covering design, production, sales, and export.
Shenzhen aims to establish one or two nationally recognized "China-chic" new product launch centers in key commercial areas such as the Futian CBD, OCT Harbor, Dongmen, Huaqiangbei, and the MixC World shopping mall, according to a consumer spending boost plan released by the city government in June.
