Miniso, the Chinese lifestyle retailer, is turning to original intellectual property characters like Yoyo to drive its expansion in the United States, according to a report by Inside Retail Asia.
Unlike its previous reliance on licensed characters from popular franchises, Miniso's homegrown IP strategy aims to create a unique brand identity and foster deeper emotional engagement with consumers, which is critical in the competitive US market.
The move reflects a broader trend among retailers to invest in proprietary content and character-driven marketing as a way to differentiate themselves and build long-term loyalty beyond transactional relationships.