True

miniso

Miniso wants its own pop-star dolls: Inside the marketing playbook with CMO Robin Liu
cmo ip marketing miniso By Minnie Wang

In a candid chat, Miniso’s CMO breaks down the push for original characters, why its supersized stores are hitting their stride, and how Miniso is reinventing itself from bargain retailer to lifestyle destination.

Asia-Pacific Power List 2025: Robin Liu, Miniso
apac asia asia pacific cmo marketing miniso power list robin liu By Staff Reporters

Liu has driven Miniso’s rapid global expansion and innovative marketing, positioning the brand as a leading IP design retail powerhouse with a strong commitment to purpose and sustainability.

Why Chinese brands are aggressively expanding in Indonesia
chinese brands indonesia miniso retail By Gunjan Prasad

With a large youth population and thriving digital landscape, Indonesia is a hotbed for Chinese brands. Miniso is one such success story.

Asia-Pacific Power List 2024: Robin Liu, Miniso
apac asia asia pacific cmo marketing miniso power list robin liu By Staff Reporters

Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.

The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'
miniso robin liu the cmos mo thecmosmo By Nikita Mishra

As Chinese lifestyle retailer Miniso marks its 10th anniversary and 5,700 stores worldwide, CMO Robin Liu takes a page from Lego's marketing playbook to craft a customer-centric brand that stands the test of time.

Budget retailer Miniso will drop Japanese styling after Chinese outcry
china miniso By Nikita Mishra

The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.

Miniso's CMO on consumer-centricity in local marketing and product design
china miniso sea By Minnie Wang

Robin Liu opens up about the brand’s marketing strategies and overseas expansion for the New York-listed Chinese retailer.

Japanese-inspired, China-based retailer Miniso takes Manhattan
miniso By Emma Li

Miniso, a Japanese-inspired lifestyle product retailer from China, has expanded into Manhattan. Will Gen Zers take to Miniso’s collabs at affordable prices?