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 affordable, well-designed, quality products.

Through consumer insights gained from its international operations, MINISO evolved its definition of "extreme affordability", 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.

At the same time, as consumer behavior has shifted to include multiple touchpoints, MINISO has embraced an omni-channel strategy combining the online and offline 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.

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