To better connect with its fanbase and gather authentic feedback and creative suggestions, MINISO Group Holding Limited recently hosted an immersive co-creation event themed "Return to MINISO’s Happy Home." The event invited 100 fans to its global headquarters, offering them firsthand experiences of new products, interactive sessions with product leads, and engaging activities. Through these initiatives, fans gained deeper insights into product development and contributed to shaping future trends.
From Users to Partners: MINISO and Fans Embark on a Two-Way Journey At the event, fans took on the role of "product testers," voting on new items and sharing feedback with the R&D team. Category managers also joined discussions, exchanging insights on hit products. Additionally, MINISO recognized several fans with awards such as "MINISO Traffic Guru," "Top Spender of the Year," and "MINISO Check-in Specialist."
One awardee, a dedicated fan known as "挥刀屠龙," shared her unique story. As a long-time MINISO enthusiast, she makes it a point to visit local stores in every city she travels to, whether for work or leisure. Over the past decade, she has checked into over 30 stores across cities like Beijing, Shanghai, Guangzhou, Shenzhen, Hong Kong, Macau, and even Los Angeles, documenting MINISO’s growth into a global retail giant.
"Seeing MINISO’s familiar logo in a foreign city feels like meeting an old friend," she recalled. Whether grabbing last-minute items at an airport store or stumbling upon a MINISO abroad, the brand has consistently brought her joy and a sense of pride in its global expansion.
MINISO’s user operations team emphasized that many fans have grown alongside the brand, transitioning from students to professionals and forming families. Fans like "挥刀屠龙" are invaluable assets, offering genuine feedback and emotional connections that drive product innovation and uphold MINISO’s mission to "deliver a better life for global users."
From Spectators to Participants: Fans Fuel "Happiness Equality" Fans have long shared their MINISO experiences on social media, helping other consumers make informed choices. Through tailored perks, exclusive events, and co-creation opportunities, MINISO has transformed users from passive observers into active contributors—even brand ambassadors. This two-way interaction fosters a warmer user community and deeper emotional bonds amid the rise of interest-driven consumption.
"My voice truly reaches MINISO," remarked many attendees at the fan carnival.
MINISO’s proprietary IPs, such as YOYO, KUMARU, and "萝卜街," have gained traction thanks to fans’ creative content. For instance, fans have reimagined YOYO with seasonal props like autumn leaves or quirky accessories, earning the IP new labels like "comfort mascot" and "work buddy." These organic contributions reinforce MINISO’s commitment to its IP strategy.
One standout example is the "Coconut DUN," a hit product inspired by a fan-submitted design. The creator, a young artist and avid fan of MINISO’s "DUN DUN Chicken" IP, entered her "Coconut DUN" sketch in a fan-led contest and later granted MINISO free use of the design. Today, the product has sold millions of units.
MINISO’s vast and influential fanbase underscores the brand’s dedication to user engagement. From rapid responses to collaboration ideas to bringing fan creativity to life, every co-creation effort infuses products with the brand’s warmth.
At the event, MINISO founder Ye Guofu reiterated the brand’s commitment to "happiness equality," offering innovative products at affordable prices. He encouraged fans to share more feedback and showcase their talents, helping spread Chinese culture and brand values worldwide.
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