Brand Profile

MINISO, a Japan-based designer brand, was co-founded by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer. MINISO is the promoter of global “intelligent consumer products”.

Sticking to the life philosophy of “simplicity, nature and good quality” and the brand proposition of “returning to the nature”, MINISO gains popularity among consumers with its core brand edges of updating products every seven days, pricing at a low level, and targeting at intelligent consumer product chains. It sets the trend of personalized intelligent consumption in the frontier market of household consumption. MINISO  entered the Chinese market in September,2013, to comprehensively come into the market of intelligent consumer products in China.

Established in Japan in 2013, MINISO, actively explores the international market and has opened over 2600 stores in less than four years, with business turnover standing at USD 750 million in 2015 and nearly USD 1.5 billion in 2016. In 2017,the sales volume of MINISO reached USD 1.8billion. At present, MINISO has reached strategic cooperation agreements with more than 70 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China), with an average monthly growth rate of 80 - 100 stores.

MINISO advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive price and creativity”. With simple and quality features as well as leading the trend of intelligent consumption, most MINISO products are priced between USD 1.5 and 30, thus earning love from the major consumers aged from 18 to 35.

MINISO establishes a new type of intelligent experience stores, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and cozier products, so as to make the consumers experience intelligent, healthy and happy lifestyles when shopping.Taking product structure optimization and product management as its priority, MINISO insists on selecting materials from all over the world used on product design and development. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China, etc.. While pursuing high quality and intelligent technology, MINISO also attaches great importance to consumers’ shopping experience and devotes itself to creating a culture of quality service, so as to convey such features as intelligence, health, leisure, quality and creativity through shopping experience.

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 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.

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 be raised 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!