Chongqing—Global lifestyle retailer MINISO has recently launched its new concept store format, MINISO LAND, in Southwest China's Chongqing. Two flagship stores opened simultaneously in the bustling commercial centers of Jiefangbei and Guanyinqiao, marking the brand's debut in the city.
The launch reflects Chongqing's growing importance as a rising hub for China's evolving debut economy, where new products and store formats are first introduced to test and excite the market.
MINISO LAND has opened two flagship stores in Chongqing. (Photo/Tom)
Each MINISO LAND store blends shopping, socializing, and immersive experiences, offering a new kind of consumption space that reflects Chongqing's vibrant, youthful spirit. With expansive interiors and creatively designed themed areas, the stores combine fashion, culture, and entertainment, turning retail into a shared urban experience.
The Chongqing stores feature a diverse collection of globally popular intellectual properties such as Hello Kitty, Stitch, Zootopia, Chiikawa, and Harry Potter. Over 80 percent of the products are IP-based, covering more than 6,100 stock-keeping units.
Through limited-edition launches, themed settings, and interactive installations, MINISO LAND delivers both a visual spectacle and an emotional connection, encouraging visitors to explore, share, and identify with the brand’s creative world.
The opening of Chongqing's MINISO LAND has also become a trending topic on China's social media platform RED, sparking a flood of enthusiastic posts and photos. Young visitors describe the store as both stylish and family-friendly, praising its eye-catching interior design, wide range of fun products, and the many photogenic corners perfect for taking pictures or spending quality time with kids.
The topic of Chongqing’s MINISO LAND has sparked a wave of posts on China’s social platform RED. (Photo/Chen Zhan)
According to the Chongqing Municipal Commission of Commerce, Chongqing has focused in recent years on building its debut economy to attract international brands and high-quality goods to launch new products and stores locally. This strategy aligns with modern consumer demands for personalization, quality, and unique experiences while providing businesses with opportunities for innovation and brand building.
To date, Chongqing has drawn more than 2,200 domestic and international brands. In the first half of this year, it ranked among the top four cities nationwide for new first-store openings. Data show that by 2024, over 7,000 new first-store locations were opened across 74 Chinese cities, representing a 36.18 percent year-over-year increase, with Chongqing remaining among the top ten destinations for three consecutive years.
Proactive initiatives have supported the steady growth of Chongqing's consumer market. For instance, in July, measures to boost consumption in Chongqing were released, bringing in global IPs and creating new retail destinations for categories such as toys, gaming, and animation.
From its vantage point in Southwest China, Chongqing is extending its global influence and redefining what an inland Chinese city can be. Driven by openness, innovation, and creative energy, it is fast emerging as an international hub of trendy consumption — a place where global brands and consumers converge to experience the pulse of a new, dynamic China.
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