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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  thustruly 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 the 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.