MINISO pushes deeper into creator economy with Shanghai gallery

The retailer plans expansions to Hong Kong, Beijing, Tokyo, Paris, and New York.

MINISO is expanding beyond licensed character merchandise with a permanent gallery in Shanghai, as the retailer looks to develop its own artists and original characters instead of relying mainly on outside brands.

Opened on 17 May at Bund City Hall Plaza on Hankou Road, the MINISO Gallery serves as an exhibition space and development platform for artists signed by the company rather than a traditional store.

The move marks a broader change in strategy. Despite operating more than 8,000 stores across over 100 countries and regions, Co-founder of MINISO Gallery Dong Hai said 
this network provides extensive consumer reach.

“While deeper content and artistic expression remain essential for long-term intellectual property (IP) value,” Dong told Retail Asia.

MINISO is moving further into artist management and original content creation, businesses more commonly associated with entertainment companies than value retailers.

“Building on our experience in bringing global IP to consumers, we aim to connect creators worldwide and enable more original and compelling works to be seen, appreciated, and scaled commercially,” Dong said in an emailed reply to questions.

The gallery opened with Life from the Corner of My Room, a solo exhibition by Indonesian contemporary artist RYOL, MINISO’s first global exclusive artist.

Running through 31 August, the exhibition features paintings, sculptures, and installations.

MINISO said RYOL’s pop surrealist works combine anime-inspired illustrations with doll-like characters designed to appeal to audiences across markets.

Thai celebrity BAMBAM attended the opening as a collector of RYOL’s work, linking the exhibition with the company’s broader consumer brand.

Since 2025, MINISO has expanded its portfolio of original characters, including YOYO and Kumaru, alongside licensed partnerships. It has also introduced programs such as IP Genius and store formats including MINISO LAND and MINISO FRIENDS.

The Shanghai gallery sits at the start of that pipeline, identifying artists and developing original characters before they are turned into retail products.

Shanghai is only the first stop, MINISO said in a news release, adding that MINISO plans
to open galleries in Hong Kong, Beijing, Tokyo, Paris, and New York.