Who we are?

At Miniso, we’re dedicated to enhancing your lifestyle through quality, affordable, and stylish products. We believe that well-designed essentials should be accessible to everyone, and that’s what drives us every day.

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 online 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 over 100 countries and regions and opened more than 5,500  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.