Brand Profile

Brand Profile

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

Extreme Adorability

Through consumer insights gained from its international operations, MINISO evolved its definition of “extreme adorability”, while proposing the concept of “interest-based consumption” for the first 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.

Global Business

MINISO operates its global business under its brand slogan ” Life is for fun “. Today, MINISO has successfully entered over 100 countries and regions and opened more than 5,500 stores around the world, covering the core business districts of world-renowned cities such as Jordan, 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.