Asia-Pacific Power List 2025: Robin Liu, Miniso

Robin Liu

VP and chief marketing officer
Miniso
China
Member since 2024  

Returning to the Power List for the second consecutive year, Robin Liu’s efforts reflect a transformative year for Miniso, marked by rapid expansion, innovative marketing, and a commitment to purpose-driven leadership across the region. 

Under Liu’s direction as CMO, Miniso achieved a net increase of 1,219 stores globally in 2024, surpassing 7,780 locations, with overseas stores breaking the 3,000 mark for the first time and flagship launches in iconic locations such as Paris’s Champs-Élysées and Jakarta, which now hosts the world’s largest Miniso store. 

Liu’s vision to position Miniso as the world’s top IP design retail group has seen the brand deepen collaborations with over 150 global copyright holders, launching more than 10,000 new products annually and executing blockbuster partnerships with top-tier IPs like Harry Potter, Sanrio, and Barbie. These collaborations have driven viral campaigns and record sales, including the Harry Potter collection’s single-day sales records in Jakarta and Irvine, and over six billion views of Miniso content on Chinese social platforms.

Liu’s leadership has also been pivotal in evolving Miniso’s ‘Joy Philosophy’ and embedding interest-driven consumption into every facet of the business, from the immersive Miniso Land flagship format to the Super IP, Super Product, and Super Store strategy. The result is a robust financial performance with 2024 revenue up 22.8% to $2.33 billion, gross margin at a historic 44.9%, and overseas direct market revenue contribution rising to 56.7%. Liu’s approach to content marketing—leveraging user-generated content, agile production, and a global content hub has significantly reduced marketing costs while driving billions of views and deepening customer engagement.

Beyond business results, Liu has the launch of a 10 million RMB (US$1.3 million) fund supporting employees’ family milestones. On the sustainability front, Liu has led initiatives to use biodegradable materials, create durable products, and establish the Miniso Pet Protection Fund, which supports animal welfare projects and has already facilitated the adoption of over 100 stray animals. Liu’s impact extends to the broader industry through active participation in major APAC marketing summits, where he shares Miniso’s localisation, content marketing, and global brand-building strategies.