Future of retail innovation: Miniso Land wins Best New Store Concept at MAPIC Awards 2025
Lifestyle retailer Miniso has nabbed a Best New Store Concept gong at the MAPIC Awards 2025 for its Miniso Land offering.
This was announced during MAPIC, a global retail real estate gathering in Cannes, France.
Miniso Land is a stab at experiential retail, blending IP driven content, emotional engagement, and product innovation with the aim of creating highly engaging and commercially effective stores.
Located on Shanghai's Nanjing Road, the store features 70+ 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.
Since opening, it has achieved over 100 million yuan (approx. $14 million) in sales within nine months, with IP products accounting for 79.6% of revenue, and a 35%-40% repeat purchase rate. Miniso Land has expanded to over ten locations across China and debuted internationally in Thailand.
The MAPIC Awards jury comments: "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."
Vincent Huang, Vice President and General Manager at Minison Overseas Markets, says, "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."
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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