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Targeting At The Belt And Road Initiative, MINISO Expand Into The Armenian Market


On October 19, 2017, MINISO, a Japanese designer brand successfully reached strategic cooperation agreement with a renowned retail company of Armenia, taking a step forward to its global expansion. On that very day, Mr. Miyake Junya, the global co-founder and chief designer of MINISO and Mr. Ye Guofu, global co-founder and CEO of MINISO as well as the representatives of Armenia were present at the signing ceremony, witnessing this special moment together.


During the signing ceremony, Mr. Miyake Junya expressed his gratitude to the Armenians for their trust and support to MINISO. He also indicated that there will be more stores established in Armenia in the upcoming future, providing "high-quality, creative and affordable" products to local consumers, relieving their shopping stress and bringing happiness to them. Mr. Miyake believed that with the positive brand image, new retail model and huge flow of customers, MINISO will inject new vitality to Armenia’s retail market, and realize the growth of local real economy.


MINISO is the promoter of global intelligent consumer product, and it has been expanding globally from the very beginning of its founding. So far, MINISO has reached strategic cooperation agreements with more than 60 countries and regions, including the U.S., Canada, Australia, the United Arab Emirates, Singapore, Hong Kong and Taiwan, and has opened over 2,000 stores throughout the world, with 80 - 100 stores opened every month on average. In 2015, MINISO generated USD 750 million in revenue, which approached USD 1.5 billion by 2016, surpassing many traditional retail enterprises and becoming the “dark horse” of retail industry.




Lying on the border of Europe and Asia, Armenia is called “the Garden of Gods”. With the deployment of the "Belt and Road" Initiative, Armenia has strengthened communication and exchanges with China, reached a series of consensus and achieved fruitful results. Currently, Armenia is introducing foreign capital actively, with an aim of attracting more excellent enterprises to enter Armenia to promote its economic development. MINISO, a world-renowned brand, entering this potential market at this time by virtue of its cost-effective products, excellent product design and comfortable shopping experience, is confident of providing the Armenians with intelligent, healthy and happy shopping experience, so as to promote local economic development.


The establishment of MINISO in Armenia can not only promote the development of local retail industry and improve people’s living standards, but also lay a solid foundation for MINISO to develop in the European and Asian markets. By 2019, MINISO is expected to open 10,000 stores in 100 countries. In fact, with MINISO’s global expansion, more and more consumers can truly experience the happiness by shopping in MINISO. In the future, MINISO will continue to implement its global strategy to bring the happiness of shopping to more consumers around the world.