MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

CANNES, France, Nov. 18, 2025 /PRNewswire/ -- Global lifestyle retailer MINISO has been awarded the "Best New Store Concept" honor at the MAPIC Awards 2025 for its scenario-based IP collection store MINISO LAND, standing out among a wide field of established international brands. The prestigious recognition was announced during MAPIC, the premier global retail real estate gathering in Cannes, France.

Industry Recognition Positions MINISO LAND as Retail Innovation Leader

As one of the most respected awards in the global commercial real estate sector, the MAPIC Awards is widely hailed as a trendsetter in retail innovation and recognizes exceptional creativity and commercial impact across the retail real estate industry. This year's edition marks three decades of celebrating MAPIC's 30 years. The jury, composed of leading experts from the global retail, real estate, and investment sectors, applies highly rigorous criteria spanning commercial innovation, spatial design, operational performance, and consumer experience.

New Retail Format Establishes Benchmark in Experience-Led Retail

MINISO LAND represents MINISO's strategic format and a bold innovation in experiential retail, blending IP-driven content, emotional engagement, and product innovation to create highly engaging and commercially effective stores.

Located on Shanghai's prime Nanjing Road, MINISO's first scenario-based store features 70+ iconic IP zones (e.g., Harry Potter, Disney), where 70-80% of products are IP collaborations, including immersive zones such as the "Time Tunnel" Blind Box Area, "Scent Lab" and "IP Arena", offering interactive experiences that turn shoppers into fans.

Since opening, the Shanghai MINISO LAND has achieved over 100 million yuan (approx. US$14 million) in sales within nine months, with IP products accounting for 79.6% of revenue, and a 35%-40% repeat purchase rate. Building on this success, MINISO LAND has expanded to over 10 locations across China and debuted internationally in Thailand, forming a scalable blueprint for the brand's "Super IP + Super Store" strategy.

The jury of the MAPIC Awards noted: "The concept has achieved an exceptionally high return rate, demonstrating strong consumer appeal and loyalty. MINISO LAND is not only highly attractive to shoppers, but also to landlords and property owners, who see it as a destination brand that drives footfall and energy to their sites. The experience goes far beyond traditional retail — visitors line up to enter, and the atmosphere feels more like that of a fan community than a typical store. MINISO LAND successfully turns shoppers into fans, combining emotional engagement, playful design, and commercial success in a way that embodies the future of experiential retail." This recognition solidifies MINISO's key role in shaping the future of retail innovation worldwide.

Building on the success of the MINISO LAND, MINISO is accelerating the global deployment of this model. Vincent Huang, Vice President and General Manager of MINISO Overseas Markets said, "We aim to deliver an interactive experience that goes beyond shopping through the MINISO LAND concept – it's not just about purchasing products but about creating an immersive environment for entertainment and social engagement."

European Expansion Gains Momentum in Global IP Growth Strategy

In recent years, MINISO has continued to build strong momentum in key European commercial districts, with high-profile flagship stores established on the Champs-Élysées in Paris, France; Oxford Street in London, UK; Gran Vía in Madrid, Spain; and Nieuwendijk Street in Amsterdam, Netherlands, alongside steady expansion in key markets such as Germany, Italy, and Poland. As of the end of June 2025, the brand has opened 319 stores in Europe. By combining immersive, IP-led experiences with a flexible operational model, it continues to attract young customer demographics while maintaining solid brand recognition and strong customer traffic within the region.

This accolade at the MAPIC Awards provides strong endorsement for MINISO's "Super IP + Super Store" approach, while significantly strengthening the brand's credibility among European and global commercial real estate partners.

Guided by its vision to become the world's leading IP operation platform, MINISO continues to collaborate with global partners to drive immersive retail innovation and expand its footprint worldwide.

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MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

MINISO LAND Wins Best New Store Concept at MAPIC Awards 2025

BEIJING, April 1, 2026 /PRNewswire/ -- A delegation from Xianyang City, northwest China's Shaanxi Province, visited the embassies of Pakistan, Peru, Morocco, Türkiye and Fiji in Beijing from March 16 to 19, promoting Xianyang Fu Tea , a kind of Chinese dark tea with over 600 years of history, as part of efforts to expand the tea's international presence.

The delegation was led by Shi Yaodong, vice chairman of the Xianyang Municipal Committee of the Chinese People's Political Consultative Conference. He held talks with senior diplomatic representatives from five countries in four days.

Fu Tea is produced in Jingyang County of Xianyang, and is distinguished by a naturally occurring golden fungus called "Jin Hua" (Eurotium cristatum). The fungus, rich in amino acids, vitamins and trace elements, develops inside compressed tea bricks under specific conditions.

The tea's production technique was inscribed on China's national intangible cultural heritage list in 2021 and on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in 2022.

Xianyang Fu Tea currently comprises 65 products across five categories, with an annual production capacity exceeding 30,000 tonnes and a total output value of over 3 billion yuan. The tea has been exported to more than 40 countries, with an assessed brand value of 6.662 billion yuan.

During the visits, each country's representative highlighted existing connections to Chinese tea culture.

Morocco's Ambassador Abdelkader El Ansari noted that Morocco is one of the world's largest importers of Chinese green tea. Türkiye's Ambassador Selçuk Ünal pointed to tea as a key link along the ancient Silk Road. Pakistan's Economic Minister Aslam Chaudhary drew parallels between Fu Tea and traditional teas from Pakistan's northern regions. Peru's counsellor Jorge García highlighted the country's large Peruvian Chinese as a foundation for cultural and trade links. Fiji's Ambassador Robert Lee said the country's climate and soil may be suitable for growing Chinese tea.

"Tea is a symbol of peace, friendship and openness," Shi said. "We hope Fu Tea can serve as a bridge between Xianyang and people around the world."

Original link: https://en.imsilkroad.com/p/349989.html

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Xinhua Silk Road: Xianyang Fu Tea delegation visits embassies of five countries in Beijing to promote Chinese tea culture