Inside MINISO’s Playbook for Winning India’s Gen Z Consumer

The rules of retail are changing. For a generation of consumers raised on global entertainment franchises, social media trends and digital communities, shopping is increasingly about identity and experience rather than simply purchasing products. Brands that can tap into these emotional connections are finding new ways to drive engagement, loyalty and growth.

For lifestyle retailer MINISO, this shift has become a defining part of its India strategy. The company has built its presence in the country by combining affordable lifestyle products with globally recognised intellectual properties (IPs), creating an ecosystem where fandom, collectibles and discovery intersect. From Harry Potter and Barbie to Marvel, Star Wars and Stitch, licensed collaborations have helped the retailer connect with younger consumers while expanding its reach across physical and digital channels.

According to Charmaine Chan, Vice General Manager at MINISO, the company's success in India stems from balancing global appeal with local relevance.

“The biggest driver has been combining global appeal with a strong understanding of local preferences, bringing together thoughtful design, reliable quality, affordable pricing, and high-profile IP collaborations, while continuously evolving our product assortment to match Indian consumers’ tastes,” said Charmaine Chan.

The Rise of Experience-Driven Shopping

Consumer expectations have evolved significantly over the past few years, particularly among Gen Z shoppers. While value remains important, younger consumers increasingly seek products that reflect their interests, personalities and communities.

For MINISO, this has meant moving beyond traditional retail offerings and creating more engaging experiences through themed collections and collectibles. Chan notes that consumers today are looking for discovery, interaction, and stronger connections with the characters and franchises they admire.

“Today, Gen Z consumers want more than just products. They seek engaging experiences, new discoveries, and deeper connections with the global IPs they love, alongside consistent quality, thoughtful design, and value for money,” Chan explained.

Turning Fandom Into Everyday Purchases

One of the most significant growth drivers for MINISO has been its ability to translate entertainment fandom into everyday consumption.

Products such as plush toys, blind boxes, themed drinkware and collectibles have emerged as some of the retailer’s strongest-performing categories. Rather than being occasional novelty purchases, these products allow consumers to incorporate favourite characters and franchises into their daily lives.

“Our IP-led merchandise and collectibles remain key growth drivers, most notably plush toys, blind boxes and drinkware, including water bottles. Most encouragingly, these categories translate IP fandom into day-to-day brand engagement and help us connect with a new generation of MINISO shoppers," commented Chan.

The popularity of collectibles reflects a larger consumer trend, particularly among younger audiences who view ownership as an extension of self-expression. Limited-edition merchandise and character-led products offer consumers a sense of participation in communities built around shared interests.

The Power of Global Collaborations

While licensed partnerships have become increasingly common in retail, not all collaborations generate sustained consumer interest. MINISO’s success has largely come from working with franchises that already command highly engaged fan bases.

Among its collaborations, Harry Potter and Barbie have delivered particularly strong results across both consumer engagement and sales performance.

“Harry Potter and Barbie collaborations stand out for their ability to activate highly passionate, deeply engaged fan communities. The power of these IPs, paired with exclusive merchandise, collectibles, and immersive retail experiences, gives consumers multiple ways to express their affinity for these beloved characters and fictional worlds,” Chan mentioned.

The impact extends beyond sales. Collaborations have become an effective customer acquisition tool, driving footfall and attracting first-time visitors to stores.

Expanding Reach Beyond the Store Network

Alongside product innovation, accessibility has become another major focus area for MINISO in India.

The retailer currently operates 430 stores across the country and aims to cross 500 locations by 2026, reflecting continued confidence in the market's growth potential.

At the same time, the company is strengthening its presence across digital channels, particularly quick commerce. Its partnership with Instamart represents an effort to meet consumers where they increasingly shop: on-demand platforms that prioritise speed and convenience.

"We are seeing strong uptake for impulse buys, instant lifestyle purchases and last-minute gifting orders," Chan stated.

Early results have been encouraging, according to Chan, especially during festive periods when impulse purchases, gifting occasions and last-minute shopping needs tend to rise.

The expansion into quick commerce also reflects changing consumer behaviour. As convenience becomes a greater priority, retailers are being pushed to create seamless experiences across physical stores, e-commerce and rapid delivery platforms.

Building the Next Phase of Growth

MINISO’s growth story in India highlights how the intersection of entertainment, community and commerce is reshaping modern retail. While store expansion remains important, the company’s strategy increasingly revolves around creating deeper emotional connections with consumers through licensed IPs, collectibles and immersive experiences.

Its fastest-growing categories, including IP-led merchandise, blind boxes and trendy toys, suggest that younger consumers are responding to a retail model built around discovery and fandom rather than conventional product categories.

"Over the next five years, we aim for MINISO to establish itself as India's go-to lifestyle and IP retail destination, with a robust footprint across physical stores, standard e-commerce and quick-commerce channels," concluded Chan.

Looking ahead, MINISO aims to strengthen its position as a leading lifestyle and IP retail destination in India, supported by a larger store network, broader digital presence and a steady pipeline of new collaborations.