咖啡战火蔓延！名创优品试水咖啡，跨界杀入餐饮市场？The coffee war is spreading! Miniso's trial coffee, cross-border entry into the catering market?

作者：红餐网 华应龙

“MINISO也开始卖咖啡了？”

近日，有消费者在社交平台晒出照片显示，广州一家名创优品门店内出现了咖啡、烘焙等产品，引发外界关注。

红餐网实地走访发现，这家引入咖啡、甜品业务的SUPER MINISO位于广州天河区金融城的君超中心，是一家新开业的大型综合商场，该门店位于商场西门入口处，也是名创优品广州首家SUPER MINISO门店。

△图片来源：红餐网摄

门店主要分为上下两层，其中一楼主要分为潮玩盲盒区和咖啡甜品区，两个区域空间相连，需先穿过SUPER MINISO潮玩盲盒区后才能进入咖啡甜品区，二楼面积更大，涵盖潮玩IP、趣味生活、时尚穿搭等多个消费区域。

咖啡甜品业务，从产品结构来看，主要提供烘焙和饮品两大类。

其中，烘焙产品以巴斯克系列为主，共推出5款产品，售价集中在28元至39元之间。饮品方面，则设置了精品咖啡、精品特调特调、Gelato香水椰、零咖系列四大类目。

△图片来源：红餐网摄

精品咖啡提供拼配与SOE单品豆两类选择，其中基础款拼配美式售价19元，拼配拿铁售价26元，同时还推出了茉莉龙井SOE、水洗冷萃等季节限定产品。特调系列则主要为冷饮产品，价格在26元至38元之间。

不过，与此前的网络猜测不同，名创优品门店此次推出的咖啡甜品业务，并非自营业务。

该甜品店员告诉红餐网，其品牌名为“日作甜屋”，目前正与名创优品开展联名合作。对于双方合作关系，该工作人员表示，目前两家确实正在开展联名合作，但未来是否会持续，还需要观察此次合作效果。据了解，该甜品品牌成立于2020年，目前已在广州开出两家门店。

此外，据《消费者报道》消息，名创优品官方此前也亦回应，咖啡、甜品业务并不属于名创优品自营业务，而是个别SUPER MINISO单店的场地合作项目，并非名创优品正在推进的全国性新业务布局。

尽管名创优品目前尚未正式进入烘焙和甜品业务，未来是否会进一步尝试，仍然值得关注。

早在2023年，名创优品就提出品牌升级战略，而像SUPER MINISO这类超级门店作为升级战略的重要一环，如何持续丰富消费内容、提升顾客体验，提升顾客进店频次、是这一大店模式需要亟待解决的问题。

截至2026年一季度，名创优品已经开出门店61家超级门店，预计年内全球将突破100家。

这些“乐园系”门店通常拥有2至3层空间，平均面积约1200平方米，一些消费者表示“根本逛不完”。

这一背景下，咖啡、烘焙等消费场景或许可以成为一种补充，提升顾客的消费体验。消费者在长时间逛店过程中，需要休息和停留空间，而对于以IP和兴趣消费为核心的潮玩零售而言，提升消费者到店频次和停留时长，本身也具有重要价值。

此外，名创优品目前不仅拥有自营IP体系，同时也与大量经典IP建立了长期合作关系。如果未来进一步探索咖啡、甜品等业务，IP也可能成为产品差异化的重要来源。例如，自营IP可以推出常规产品，而合作IP则可以通过限定款、联名款等方式持续制造新鲜感。

作为参照，同为潮玩巨头的的泡泡玛特早已经开始探索相关业务。2024年，泡泡玛特在自家城市乐园内开设了“Molly的甜品屋”，2025年POP Bakery以独立品牌形式推出，随后今年5月在秦皇岛阿那亚开出首家直营门店。

对于潮玩企业而言，餐饮业务正在成为延展消费场景、丰富品牌体验的一种尝试，这在其他行业也有先例。

典型案例包括，家居巨头宜家长期开设自营餐厅；杂货品牌无印良品推出了Cafe MUJI，售有咖啡和面包等产品；服装品牌优衣库也有自己的咖啡店UNIQLO COFFEE。

这些跨界尝试的背后，有一套共同的商业逻辑：用高频的餐饮消费带动低频的主营业务，用体验感弥补产品同质化，用停留时间换取更多成交机会。

对于名创优品这次轻量化的尝试而言，也是如此。潮玩行业不仅是一门零售生意，更是讲情绪价值的生意。未来，如何创造更多消费触点、提升用户黏性，或许比单纯扩张门店更加重要。

Author: Red Restaurant Network Huayinglong

MINISO has also started selling coffee? ”

Recently, a consumer posted photos on social media showing coffee, baking and other products appearing in a Miniso store in Guangzhou, which has attracted attention from the outside world.

Red Food Network conducted on-site visits and found that SUPER MINISO, which introduces coffee and dessert business, is located in Junchao Center, Tianhe District Financial City, Guangzhou. It is a newly opened large-scale comprehensive shopping mall. The store is located at the entrance of the west gate of the mall and is also the first SUPER MINISO store of Miniso Guangzhou.

△ Image source: Photo taken by Red Restaurant Network

The store is mainly divided into two floors. The first floor is mainly divided into the trendy blind box area and the coffee and dessert area, which are connected in space. You need to pass through the SUPER MINISO trendy blind box area before entering the coffee and dessert area. The second floor has a larger area, covering multiple consumption areas such as trendy IP, fun life, and fashionable clothing.

From the perspective of product structure, the coffee and dessert business mainly provides two categories: baking and beverages.

Among them, the baking products are mainly from the Basque series, with a total of 5 products launched, with prices ranging from 28 yuan to 39 yuan. In terms of drinks, there are four categories: boutique coffee, boutique specialty, Gelato perfume coconut and zero coffee series.

△ Image source: Photo taken by Red Restaurant Network

Premium coffee offers two options: blended and SOE single beans. The basic blended American version is priced at 19 yuan, while the blended latte is priced at 26 yuan. Additionally, seasonal limited edition products such as Jasmine Longjing SOE and washed cold brew are also available. The special series mainly consists of cold drink products, priced between 26 yuan and 38 yuan.

However, contrary to previous online speculations, the coffee and dessert business launched by Miniso stores this time is not a self operated business.

The dessert shop assistant told Redfood that their brand name is "Nissho Sweet House" and they are currently collaborating with Miniso. Regarding the cooperative relationship between the two parties, the staff member stated that the two companies are currently engaged in joint cooperation, but whether it will continue in the future still needs to be observed for the effectiveness of this cooperation. It is reported that the dessert brand was established in 2020 and has currently opened two stores in Guangzhou.

In addition, according to Consumer Reports, the official website of Miniso has previously responded that the coffee and dessert business does not belong to Miniso's self operated business, but rather to individual SUPER MINISO single store venue cooperation projects, and is not a nationwide new business layout that Miniso is promoting.

Although Miniso has not yet officially entered the baking and dessert business, it is still worth paying attention to whether it will make further attempts in the future.

As early as 2023, Miniso proposed a brand upgrade strategy, and super stores like SUPER MINISO are an important part of the upgrade strategy. How to continuously enrich consumer content, enhance customer experience, and increase customer frequency of visits is an urgent problem that needs to be solved for this large store model.

As of the first quarter of 2026, Miniso has opened 61 super stores and is expected to exceed 100 stores worldwide by the end of the year.

These "amusement park style" stores usually have 2 to 3 floors of space, with an average area of about 1200 square meters, and some consumers say they "simply can't finish shopping".

In this context, consumption scenarios such as coffee and baking may become a supplement to enhance customers' consumption experience. Consumers need to rest and stay in space during long-term shopping, and for trendy retail that focuses on IP and interest consumption, increasing the frequency and duration of consumers' visits to the store is also of great value.

In addition, Miniso currently not only has its own IP system, but also has established long-term cooperative relationships with a large number of classic IPs. If we further explore businesses such as coffee and desserts in the future, IP may also become an important source of product differentiation. For example, self operated IPs can launch regular products, while cooperative IPs can continuously create freshness through limited edition, co branded, and other methods.

As a reference, Bubble Mart, also a trendy gaming giant, has already begun exploring related businesses. In 2024, Pop Mart opened "Molly's Dessert House" in its own urban amusement park. In 2025, POP Bakery was launched as an independent brand, and in May of this year, it opened its first directly operated store in Anaya, Qinhuangdao.

For trendy toy companies, the catering business is becoming an attempt to expand consumer scenarios and enrich brand experiences, which is also a precedent in other industries.

Typical cases include home furnishing giant IKEA's long-term establishment of self operated restaurants; Grocery brand MUJI has launched Cafe MUJI, selling products such as coffee and bread; Clothing brand Uniqlo also has its own coffee shop, UNIQLO COFFEE.

Behind these cross-border attempts, there is a common business logic: using high-frequency catering consumption to drive low-frequency main business, using experience to compensate for product homogenization, and using dwell time to exchange for more transaction opportunities.

The same applies to Miniso's attempt at lightweighting this time. The trendy toy industry is not only a retail business, but also a business that values emotions. In the future, creating more consumer touchpoints and enhancing user stickiness may be more important than simply expanding stores.