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MINISO-Japanese inspired lifestyle products





MINISO is a Japanese-inspired lifestyle product retailer, offering high quality household goods, cosmetics and food at affordable prices. Founded by CEO Ye Guofu, MINISO has opened more than 4,200 stores in over 80 countries and regions since 2013, including the US, UK, Canada, Australia, Spain, UAE, India, and Mexico.


A retailer delivering fun, high-quality new goods.


MINISO believes that “a better life has nothing to do with the price” – and that is the mission that drives them to deliver well-made and highly-designed goods for value- and quality-conscious consumers worldwide.


From our product development to the feeling their customers get, MINISO is based on three core principles:

  • Affordable high quality

  • Joy

  • Lighthearted: the relaxed and happy feeling when encountering the large variety of goods available

And in 2020, MINISO launched a new slogan, “Life is for fun, MINISO.” MINISO aims to become a brand that is even better in tune with today’s youth, more clearly understanding their attitudes and behaviors in order to bring them the most enjoyable shopping experience possible. It is their voices we hear when we create “back to basics” designs that mimic nature or select new brand partnerships.


MINISO has collaborated with world-famous brands including Coca Cola, Marvel, Hello Kitty, Sesame Street, Mickey and Minnie, Pink Panther, We Bare Bears and Beijing’s Palace Museum, releasing playful crossover products that have been hugely popular with our shoppers.


You can shop for MINISO products here.



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