Miniso

MINISO is a Japanese-inspired variety store offering a wide range of selected goods for the youth of today. Since beginning business operations in 2013 under the stewardship of Chinese entrepreneur Ye Guofu, MINISO has opened more than 4,200 stores in over 80 countries and regions in just seven years, including the US, Canada, Australia, Spain, Russia, India, and Mexico. MINISO is not just a brand but also a lifestyle advocate, and shares its vision of “a better life has nothing to do with the price” with all its customers. The reason for MINISO’s rapid success is its dedication to bringing young consumers well-made products at reasonable prices, allowing them to enjoy a better quality lifestyle on a budget. “Affordable high quality”, “Joy” and “Lighthearted” are the values at the very heart of the brand. “Affordable high quality” is its permanent goal in terms of product development, as it strives to offer consumers inexpensive and well-designed goods. “Joy” describes customers’ natural response to the open, comfortable shopping experience and fun vibes at MINISO, while “Lighthearted” defines their relaxed and cheerful mood when choosing from the wide range of affordable goods in store.