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MINISO Opens Permanent Gallery in Shanghai to Foster Original IP
MINISO has launched a permanent gallery in Shanghai as part of a strategic shift from licensed character merchandise to developing its own artists and original characters.
The MINISO Gallery opened on 17 May at Bund City Hall Plaza on Hankou Road, serving as an exhibition space and development platform for artists signed by the company, rather than a traditional retail store.
Co-founder Dong Hai said the retailer's network of more than 8,000 stores across over 100 countries and regions provides extensive consumer reach, and that deeper content and artistic expression are essential for long-term intellectual property value.
The company plans to expand the gallery concept to Hong Kong, Beijing, Tokyo, Paris, and New York, signaling a broader change in strategy away from reliance on outside brands.