MINISO collaborates with CCTV to showcase the Year of the Horse fashion at the Spring Festival Gala

This newspaper report (Reporter Li Wenshan) on February 4th announced that China Media Group and MINISO (Guangzhou) Co., Ltd. (hereinafter referred to as “MINISO”) jointly announced a collaboration on the “2026 Spring Festival Gala” IP co-branded derivative products, with MINISO becoming the trendy toy partner brand for the Spring Festival Gala.

As a key achievement of this partnership, the Year of the Horse IP trendy toy products co-launched by China Media Group’s Spring Festival Gala and MINISO were simultaneously released on that day at MINISO stores nationwide and online platforms. Inspired by the theme “Horse to Success, Everything You Yuyu,” the series deeply integrates traditional zodiac culture with trendy creativity, offering consumers nationwide a Spring Festival gift that combines fashion attributes with emotional warmth.

This collaboration marks the first joint effort between MINISO and China Media Group’s Spring Festival Gala, reflecting a shared commitment to cultural heritage and innovative expression, and representing a “two-way pursuit” between a classic national cultural event and a national brand.

The co-branded series centers around the new original IP “Ma YouYou,” featuring a cute, rounded design and lively expressions, transforming the classic zodiac symbol into a highly personalized trendy IP product. MINISO has launched multiple products around “Ma YouYou,” maintaining the festive atmosphere of the Spring Festival while injecting the brand’s youthful, trendy DNA.

As a Chinese brand operating in over 112 countries and regions worldwide, MINISO has built a global product development system centered on IP design through its extensive network of over 8,500 stores. Leveraging China’s strong supply chain capabilities, the brand continuously integrates Chinese creative trend products with global consumer trends, not only injecting fresh, trendy energy and innovative momentum into China Media Group’s Spring Festival Gala but also deepening cultural tradition while establishing an emotional connection with young consumers worldwide.

Ye Guofu, founder and CEO of MINISO Group, stated: “We are experiencing a structural shift from material consumption to cultural consumption. Future competition will be about who understands emotions, culture, and IP better.” He expressed that MINISO aims to create a new future for Chinese brands and Chinese IP, promote Chinese culture to go global, and become an important window for Chinese IP and culture to reach the world.

In the future, MINISO will continue to explore the integration and innovation of Chinese culture and trendy IP, providing new pathways for cultural innovation and global development of Chinese brands.