Established in Tokyo, MINISO, the Japanese fast fashion designer brand, was co-founded by Miyake Junya, the chief designer of MINISO, and Ye Guofu, a young Chinese entrepreneur. MINISO promotes a fashionable and relaxed lifestyle, guiding consumers toward a preference for superior product consumption.
MINISO adheres to a life philosophy of "simplicity, naturalness, and quality," along with a brand proposition centered on "simplicity and a return to the essence." The company continually introduces new products every seven days, offering affordable yet high-quality items that have gained popularity among customers. Positioned as a fast fashion chain store, MINISO's core values resonate with consumers, setting a new trend in "superior product consumption."
MINISO Co., Ltd. has been in operation since 2013 when it was founded in China. Since its inception, it has expanded across China and beyond.