Founded in 2013 by Chinese entrepreneur Ye Guofu in Guangzhou, MINISO is a lifestyle brand rooted in China and expanding globally, offering stylish, high-quality, and affordable everyday products.

As an original Chinese brand, MINISO integrates Eastern aesthetics with modern lifestyle concepts, delivering a diverse range of products including home goods, beauty, digital accessories, cultural items, and toys.

MINISO has developed a strong IP collaboration strategy, partnering with world-renowned IPs such as Disney, Marvel, Sanrio, and The Palace Museum, creating themed products that are especially popular among younger consumers and enhancing the brand’s appeal and uniqueness.

Since its founding, MINISO has rapidly expanded to over 100 countries and regions, with more than 6,000 stores worldwide, becoming a leading example of a Chinese brand’s global success.

Guided by its brand philosophy of “Joyful Lifestyle,” MINISO delivers fun, heartfelt, and quality products that offer a delightful shopping experience to consumers around the world.