On August 1, the MINISO LAND Chengdu Dongjiao Memory store officially opened. It is the world’s first MINISO LAND to deeply integrate urban cultural and tourism scenarios, and it is also the 100th Joy Home–type store that Miniso has opened in China. The store has more than 5,000 SKUs, and IP-related products account for over 80%. On the opening day, Miniso also launched globally for the first time its original artist IP “CHOUCHOU.”

Ye Guofu, founder of Miniso Group, chairman of the board of directors and chief executive officer, said the core goal of MINISO LAND is to create urban destinations that young people are truly willing to go out of their way to visit, so that IP can genuinely integrate into cultural and tourism scenarios and become part of the city’s culture. This is an important direction for Miniso Group’s continued exploration and efforts in the future. (Pengpai News reporter Wu Yuxin)