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 promoters global “intelligent consumer products”.

Sticking to the life philosophy of “simplicity, nature and good quality”, MINISO gains popularity among Consumers with its core brand edges of updating products every two weeks, pricing at a low level, and targeting at intelligent consumer product chains. We set the trend of personalised intelligent consumption in the frontier market of household consumption.

With over 2300 Stores Worldwide, MINISO continues to establish intelligent experience stores. At MINISO, we strive to provide Consumers with smarter, simpler and cozier products, making the Consumer’s experience intelligent, healthy and happy when shopping. We take product structure optimisation and product management as priority, selecting materials from all over the World. 80% of our product design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China.

Inspired by Japanese fast fashion lifestyle, MINISO covers multiple categories with more than 5000 products in every aspect of life: namely Health & Beauty, Digital Products, Seasonal Products, Creative Homeware, Lifestyle, Stationery & Gifts, Boutique & Bags, Accessories, Textiles and Toys.

Mr. Miyake Junya (left) & Mr. Ye Guofu (right)
Mr. Miyake Junya (left) & Mr. Ye Guofu (right)


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 pricing and creativity”. With simple and fashionable high-quality design, most of our products MINISO are priced really competitively, allowing us to get major buy-in from Consumers.

MINISO takes product structure optimization and product management as priority and selects quality materials from across the World, 80% of which are from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China. In addition to quality and creativity, MINISO attaches importance to shopping experience of customers by creating a culture of quality service.

MINISO focuses on fashionable and leisured articles for daily use, including creative home furnishings, health and beauty, accessories , office supplies, sports and gifts, seasonal products, etc., which cover every aspect of life. Inspired by nature, MINISO pays attention to resource conservation and environmental protection while pursuing high quality, so as to make simple products of fine design more natural and close to life.