MINISO

The MINISO brand was founded by Mr. Guofu Ye, who drew inspiration during overseas travels with his family in 2013. While abroad, he encountered a number of specialty retail stores offering products that were well-designed, high in quality, and affordably priced—many of which were manufactured in China. Motivated by his passion for retail and his strong conviction in the industry’s future potential, Mr. Guofu Ye established MINISO, positioning it as a “Global IP Collection Store.” Like many iconic companies such as Apple, Amazon, and Google, MINISO began its journey in a garage in Guangzhou more than a decade ago.

Over the past ten years, MINISO has evolved into a consumer retail enterprise driven by design innovation and research and development. Its distinctive business model seamlessly integrates online and offline channels, earning the company prestigious recognitions including “Top 500 Chinese Enterprises” and “Top 100 Chinese Franchise Chain Enterprises.”

In 2015, MINISO officially launched its global expansion strategy, entering international markets and steadily building its global footprint. By March 2024, the brand had expanded into over 111 countries and regions, operating a robust network of more than 6,600 stores across major global cities such as New York, Los Angeles, Paris, London, Dubai, Sydney, and Istanbul. In 2020, MINISO was successfully listed on the New York Stock Exchange under the ticker symbol “MNSO,” followed by its listing on the Hong Kong Stock Exchange in 2022 under the stock code “9896.HK.”

MINISO’s core business philosophy is known as the “Joy Philosophy.” The company is dedicated to delivering creatively designed, high-quality products at accessible prices, enabling consumers worldwide to enjoy a more delightful and fulfilling lifestyle. Guided by deep consumer insights and global market trends, Mr. Guofu Ye introduced the innovative concept of “interest-driven consumption,” continuously redefining value creation by maximizing quality and affordability.

In recent years, MINISO has demonstrated strong leadership in the “interest-driven consumption” segment by driving product innovation through strategic IP collaborations, outstanding design capabilities, and advanced technologies. The brand has partnered with over 100 globally renowned IPs—including Harry Potter, Disney, Sanrio, Barbie, and Marvel—to launch a wide range of trendy products that balance aesthetics, fun, and functionality. These collaborations resonate deeply with the material and emotional needs of a young, global consumer base.

Remaining committed to long-term value creation and sustainable growth, MINISO announced a comprehensive global brand strategy upgrade in 2023. By leveraging China’s highly efficient supply chain alongside partnerships with world-class IPs, MINISO has strengthened its competitive advantage and further solidified its position within the global retail landscape.

With this forward-looking strategy in place, MINISO has laid a solid foundation for its next decade of growth, aspiring to become the world’s No.1 IP design retail group.