Brand Profile

MINISO was co-founded by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer and the latter serving as CEO.

Sticking to the life philosophy of “simplicity, nature and good quality” and the brand proposition of “returning to nature”, MINISO focuses on life supplies with aesthetic beauty. With the core values of excellent product design, high cost performance and comfortable shopping experience, MINISO gains popularity among consumers, which sets the personalized consumption trend in the household market.

MINISO began to develop in the Chinese market in September, 2013. It actively explored the international market and has opened over 3500 stores in five years, with business turnover reaching USD 2.5 billion in 2018. At present, MINISO has reached cooperation agreements with more than 80 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China), with an average monthly growth rate of 80 - 100 stores.

MINISO advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive price and creativity”. MINISO earns love from the major consumers aged from 18 to 35 due to its simple and quality features and keeping pace with consumption trend.

MINISO established a new type of life aesthetic collection store, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and cozier products, so that consumers can experience relaxed and happy lifestyles when shopping.

Taking product structure optimization and product management as its priority, MINISO insists on selecting materials from all over the world. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China, etc. While pursuing high quality and intelligent technology, MINISO also attaches great importance to consumers’ shopping experience and devotes itself to creating a culture of quality service, so as to convey such features as health, leisure, quality and creativity through shopping experience.

Brand Philosophy

The nature in which human beings live has magical power. We enjoy what nature gives us, we learn and create from her.

Because of this, we pursue a simple & natural life philosophy, design and manufacture excellent goods at honest prices, taking into account of earth resources, environment, recycling and other issues, and thus truly return to nature and the essence of product.

MINISO is not only a brand, but also a way of life. It does not emphasize the so-called fashion or personality, and would not consider that popular brands should be raised their value. On the contrary, MINISO stands on consumers’ point of view when developing products, which is - back to the essence, and returning to nature.

MINISO enriches our lives with a wide range of products at reasonable prices. It is like a compass, pointing to the "basic" and " natural" directions by providing simple and natural products.


MINISO(Name Story)

The establishment of MINISO is the creation of a brand new lifestyle. It does not deliberately emphasize the so-called fashion or personality, but offers good and unique products to consumers. At the same time, MINISO would not consider that popular brands should be raised their value. On the contrary, it stands on consumers’ points of view when developing products, which is - back to the essence, and returning to the nature, making its products more fashionable, more reliable with lower prices. MINISO enriches our lives with a wide range of products at reasonable prices, thus it becomes a new and fashionable lifestyle.

MINISO(Logo)

The design of MINISO's Logo is about the image of a shopping bag, which is simple but fashionable. While showing the industrial features perfectly, it also emphasizes the concept of consumption, which is of strong identification and memorable.

MINISO(Logo)

The combination of Logo name and graphic portfolio is an expression of "smile services" to consumers and advocates the "happiness is the best" life attitude. The essence of life is the pursuit of happiness. Let's face life happily and enjoy what we have in life!

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