MINISO is a Japanese-inspired variety store offering a wide range of selected goods for the youth of today. Since beginning b ... usiness 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. In 2020, MINISO announced a new slogan: Life is for fun, MINISO. MINISO will always uphold its “product first” key corporate strategy, and follows the very latest trends among Gen 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 doing so, Miniso sets trends, in the fields of homeware, digital accessories, health & beauty, toys & textile goods. 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. read more