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Brand Profile


The MINISO Brand founder Jack Ye gained inspiration for MINISO while on vacation with his family  in Japan in 2013. He came across several specialty stores in Japan which stocked good quality, well  designed, and inexpensive products that were mostly manufactured in China. With his knowledge and  experience in product development, supply chain, and the fashion industry, Jack established MINISO  with its headquarters in Guangzhou, China, a brand catering to young people around the world. 


MINISO’ s original intention was to enable the young generation to enjoy life through high-quality  products and services. He wanted customers to have aordable, well-designed, quality products.


Through consumer insights gained from its international operations, MINISO evolved its defifinition  of "extreme aordability", while proposing the concept of "interest-based consumption" for the fifirst  time in the retail industry. To meet the needs of young consumers, MINISO innovates through  co-branding partnerships with popular license holders, its excellent designs, and trendy technology ,  and launches products that are visually pleasing, easy to use and fun to play with. 


At the same time, as consumer behavior has shifted to include multiple touchpoints, MINISO has  embraced an omni-channel strategy combining the online and oine market, providing consumers  with a seamless shopping experience. 


MINISO operates its global business under its brand slogan " Life is for fun ". Today, MINISO has  successfully entered 100 countries and regions and opened more than 5,000 stores around the world,  covering the core business districts of world-renowned cities such as New York, Los Angeles, Paris,  London, Dubai, Sydney, and Istanbul. MINISO will continue creating joyful and high-quality life experiences for hundreds of millions of consumers around the world.


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.

MINISO(Logo)

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.

MINISO(Logo)

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!