The company’s domestic performance served as a primary growth engine, with Chinese mainland revenue rising 26.2%—the strongest first-half growth rate in three years. This momentum was supported by a 31% surge in membership numbers, which now stand at approximately 130 million in China. Simultaneously, the brand’s North American division maintained a strong trajectory, delivering 37% revenue growth.

Financial results for the period were impacted by significant non-cash items, including mark-to-market losses on pre-IPO investments in the AI sector and foreign exchange fluctuations. While operating profit reached RMB1.64 billion, adjusted figures highlighted operational stability. MINISO’s leadership remains focused on long-term expansion, emphasizing proprietary IP development and the rollout of large-format stores to deepen brand equity in both established and emerging markets.