Love Live, Love Miniso

MINISO is a Japan-based designer brand co-founded by Japanese designer Mr. Miyake Junya and Chinese entrepreneur Mr. Ye Guofu in 2013.

With a core philosophy of “simplicity, nature and good quality”, MINISO is known for updating its products constantly – every seven days, and pricing at reasonable price points.

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, sales volume reached USD 1.8billion. Currently, 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 opened its first store in Ghana in September 2019.


At its core, MINISO’s philosophy is based on nature and in the belief that human beings live in and connect to a magically powerful natural environment. We enjoy what nature gives us, we learn and create from her.

Because of this, MINISO pursues a simple & natural life philosophy, designs, and manufactures excellent goods at affordable price points, taking into account of the earth’s resources, environment, recycling and other issues, and thus truly returns to nature and the essence of product.

MINISO constantly considers consumers’ point of view when developing products with emphasis on back to the essence, and returning to nature.

Affordable & trendy

MINISO also advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, trendy competitive price and creativity”.

Partnerships with the Best Brands & Designers from across the world

MINISO makes product structure optimization and product management its priority, and selects materials from all over the world. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China, etc.

MINISO also licenses and gives rights to manufacture branded products based on characters from Disney, Hello Kitty, Sponge Bob, and global entertainment powerhouse, Marvel Entertainment.