Brand Profile

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.

In 2020, MINISO started afresh by endowing the brand with more meanings. On May 16, the brand announced a new slogan: Life is for fun, MINISO. MINISO aims to become a brand that is in tune with young people today, better understanding their attitude and feelings to bring them the most enjoyable shopping experience possible.

MINISO will always uphold its “product first” key corporate strategy, and follows the very latest trends among Generation Z consumers, a quality-conscious group who the brand remains dedicated to. MINISO listens carefully to its customers’ needs when developing products, creating “back to basics” goods with simplistic designs that mimic nature. By frequently launching new products, and sourcing from world-class suppliers while offering the best value, the brand can rapidly set trends, particularly in the fields of homeware, digital accessories, health and beauty, toys and textile goods.

Since founding, MINISO has collaborated with world-famous brands including Coca Cola, Marvel, Hello Kitty, Sesame Street, Mickey and Minnie, Pink Panther, We Bare Bears and Beijing’s Palace Museum, releasing playful crossover products that are hugely popular with young consumers.

In a continued commitment to original design, the brand has established the MINISO Design Academy, and teamed up with some of the best designers from Finland, Denmark, Norway, Spain and South Korea to create high-quality products that skillfully blend creativity and practicality – winning it a series of international design awards such as iF, Red Dot and the A’ Design Awards.

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 raise 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.


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.


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!