MINISO on Its Original IP and Popular Blind Box Retail Strategy

As MINISO continues its rapid international expansion, the company has become a powerhouse in creating and licensing original characters while pioneering the blind box retail phenomenon that has captivated consumers worldwide. With a unique business model that combines accessible pricing with high-quality design and the thrill of collectible discovery, MINISO has successfully built a devoted fanbase around both licensed properties and their own original intellectual property.

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