May 15, 2024

Asia-Pacific Power List 2024: Robin Liu, Miniso

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

Oct 9, 2023

The CMO's MO: Robin Liu on Miniso's unique culture of 'co-creating joy with customers'

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.

Aug 22, 2022

Budget retailer Miniso will drop Japanese styling after Chinese outcry

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

May 30, 2022

Miniso's CMO on consumer-centricity in local marketing and product design

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

Mar 9, 2022

Japanese-inspired, China-based retailer Miniso takes Manhattan

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