China’s leading brand for household and consumer goods, MINISO, first entered the Korean market in 2016, drawing significant attention for its affordable prices and cute designs. Often dubbed the “Chinese version of Daiso,” MINISO offered a wide variety of practical and trendy products, earning positive feedback from younger customers in its early days. However, the brand struggled to compete with the already well-established Daiso and lacked effective localization strategies, ultimately leading to its withdrawal from Korea in 2021. In December 2024, three years after its exit, MINISO reentered the Korean market with a revamped approach. Instead of positioning itself as a low-to-mid-priced retailer for household goods, the brand has transformed into a trendy shop focused on animated character-based products. This time, MINISO is not merely selling products but is curating offline stores to provide engaging customer experiences aimed at maximizing attraction. The brand has also strengthened its partnerships with global intellectual properties (IPs), launching products featuring popular animated character designs to appeal to consumers in their teens and 20s. MINISO is actively exploring collaborations with super IPs like Disney and Harry Potter while also considering partnerships with local IPs such as Kakao Friends to align with its localization strategy.