MINISO

MINISO was founded in 2013 by Ye Guofu, a Chinese entrepreneur based in Guangzhou and later a billionaire.{{Cite web |title=Guofu Ye |url=https://ir.miniso.com/index.php?s=&item=1 |access-date=2024-05-27 |website=MINISO InvestorRoom |language=en-US}} MINISO opened its first pilot store in Guangzhou, China in 2013, near its factory. It then expanded to Hong Kong, Singapore, and Malaysia before opening several stores in Sydney, Australia{{cite web|url=https://radiichina.com/miniso-innovative-retail-giant/|title=The Miniso Story: How a "Muji Copycat" Became an Innovative Retail Giant|date=2020-01-07|website=RADII {{!}} Culture, Innovation, and Life in today's China|language=en-US|access-date=2020-04-16}} The company was co-founded by Chinese entrepreneur Ye Guofu in 2013. According to Ye, the brand's early product designs were developed in collaboration with a Japanese designer. However, some media outlets have questioned the authenticity or existence of this designer, suggesting a lack of verifiable information or public records regarding their identity.

{{cite web|url=https://www.entrepreneur.com/en-au/entrepreneurs/minisos-miyake-junya-talks-about-expansion-brand-journey/338035|title=MINISO's Miyake Junya Talks about Expansion & Brand Journey|last=Singh|first=Pooja|date=2019-08-12|website=Entrepreneur}}

{{cite web|url=https://m.topys.cn/article/33092|title=终于要去日化，名创优品边赚钱边被“嫌弃”的十年|website=TOPYS|date=2023-10-02|access-date=2025-05-02}}

{{cite web|url=https://www.scmp.com/week-asia/economics/article/2171480/miniso-far-mumuso-good-how-chinas-cultural-copycats-took-over|title=Miniso far, Mumuso good: how China's 'cultural copycats' took over the world|publisher=South China Morning Post|date=2018-11-05}}

{{cite web|url=https://business.nikkei.com/atcl/seminar/19/00123/00004/|title=日本風中国企業「名創優品」が突きつけるもの|publisher=Nikkei Business|date=2019-09-19|language=ja}}The company initially employed a Japanese-influenced branding strategy, despite previously operating under Chinese company Aiyaya.{{cite web|url=http://www.valuewalk.com/2016/09/emerging-market-game-changers/ |title=Emerging Market Game Changers: From Copycats To Top Dogs|publisher=ValueWalk|date=September 16, 2016|access-date=January 3, 2017}} MINISO’s first overseas store was opened in Singapore in 2015, two years since its debut in Guangzhou.{{Cite web |date=2023-05-20 |title=Miniso aims to be 'on par with Nike' as it opens flagship shop in New York |url=https://www.scmp.com/business/china-business/article/3221196/big-nike-miniso-founder-states-his-aim-chinese-discount-chain-opens-flagship-store-new-yorks-times |access-date=2024-05-28 |website=South China Morning Post |language=en}} MINISO has since expanded outside of the Chinese market and operates 6,868 in Asia, Europe, Oceania, Africa, North America, and South America.{{Cite web |date=2024-02-15 |title=I spent £50 in Miniso but this playground of cuteness is a trip out in itself |url=https://www.hamhigh.co.uk/news/24122672.miniso-opens-londons-largest-retail-store-camden-town/ |access-date=2024-05-28 |website=Ham & High |language=en}}

In January 2017, MINISO announced that they were seeking to enter the North Korean market, opening their first store in Pyongyang four months later. According to The Economist, the store was popular among the country's wealthy but only accepted foreign currency, including the U.S. Dollar, Chinese Yuan, and Euro as payment. Soon after opening, the company's Japanese branch came under pressure for violating United Nations Security Council Resolution 2321 prohibiting trade with North Korea, distanced themselves from the move, and blamed the Chinese offices for the decision.{{cite news|url=https://www.nknews.org/2017/06/miniso-shop-in-pyongyang-could-breach-unsc-resolutions-japanese-expert/|title=Miniso shop in Pyongyang could breach UNSC resolutions: Japanese expert|work=NK News|author=Takahashi, Kosuke|date=June 16, 2017|access-date=November 8, 2017|url-access=subscription }} As a result of the controversy, MINISO promised not to ship any more products to North Korea and the Pyongyang store was rebranded as "Evolution".{{cite web|url=https://www.nknews.org/2017/08/pyongyangs-miniso-store-rebrands-amid-increased-scrutiny/?c=1510133775364|title=Pyongyang's "Miniso" store rebrands amid increased scrutiny|author=O'Carrol, Chad|date=August 21, 2017|access-date=November 8, 2017|url-access=subscription }}{{Cite news |url=https://www.koreaworldtimes.com/topics/news/5018/|script-title=ja:平壌の元ミニソウが進化となり観光客もショッピングできるように|newspaper=KoreaWorldTimes |date=2019-01-01|language=ja|access-date=2020-09-25}}

In September 2018, MINISO received its first external strategic investment funding of one billion RMB from Tencent and Hillhouse Funding Group.{{Cite web |last=Chen |first=Wency |date=2020-09-24 |title=Tencent-backed variety retailer Miniso files for US IPO |url=https://kr-asia.com/tencent-backed-variety-retailer-miniso-files-for-us-ipo |access-date=2024-07-30 |website=KrASIA |language=en}} On December 18, 2018, MINISO Canada filed for bankruptcy.{{Cite web|url=https://us.fashionnetwork.com/news/Miniso-files-for-bankruptcy-in-canada,1046418.html|title=Miniso files for bankruptcy in Canada|date=December 18, 2018|access-date=January 31, 2022}} In March 2019, MINISO China took over the operations of MINISO Canada.{{Cite web |last=US |first=FashionNetwork com |title=Miniso China takes over Canadian operations |url=https://us.fashionnetwork.com/news/Miniso-china-takes-over-canadian-operations,1080611.html |access-date=2024-09-05 |website=FashionNetwork.com |language=en-US}} On March 13, 2019, MINISO partnered with Marvel to introduce a range of theme products. MINISO went public on the NYSE in October 2020 under the name MNSO.{{Cite web |date=2022-06-30 |title=Chinese retailer Miniso targets US$116 million in secondary Hong Kong listing |url=https://www.scmp.com/business/article/3183577/nyse-listed-chinese-low-cost-retailer-miniso-targets-us116-million |access-date=2024-07-30 |website=South China Morning Post |language=en}}

In December 2020, MINISO launched a toy brand called TOP TOY, with its first global flagship store located in Guangzhou, Guangdong.{{Cite web |last=王俊伟 |title=Miniso's Top Toy to play big for more market share |url=https://www.chinadaily.com.cn/a/202105/11/WS6099dc24a31024ad0babd1e1.html |access-date=2024-07-30 |website=www.chinadaily.com.cn}}

In August 2022 MINISO apologized for "wrong brand positioning and marketing", admitting that the company was a "proud Chinese brand through and through", and said it would remove its Japanese inspired elements (including their katakana logo, メイソウ MEISOU) by March 2023.[https://www.bloomberg.com/news/articles/2022-08-19/retailer-miniso-to-junk-japanese-styling-after-chinese-outcry Retailer Miniso to Junk Japanese Styling After Chinese Outcry] Bloomberg News, August 19, 2022[https://www.vice.com/en/article/miniso-apologized-pretending-japanese-nationalism/ Chinese Discount Retailer Miniso Is Sorry for Pretending to Be Japanese] Vice Media, Rachel Cheung, August 22, 2022

In 2023, MINISO released new brand strategies including launching different store types such as IP-themed stores, “super stores” and national flagship stores and changed the font on the logo. Their stores have been revamped, removing most Japanese references, and are much larger in size for more products.{{Cite web |last=Pandaily |date=2023-03-01 |title=Miniso Releases New Brand Strategy Amid Record High Gross Margin |url=https://pandaily.com/miniso-releases-new-brand-strategy-amid-record-high-gross-margin/ |access-date=2024-09-05 |website=Pandaily |language=en-US}}

In May 2024, MINISO ceased to exist in the Republic of Ireland and went into administration in Australia.{{Cite web |last=Yun |first=Jessica |date=2024-05-29 |title=Chinese variety retailer Miniso goes into administration for a second time |url=https://www.smh.com.au/business/companies/chinese-variety-retailer-miniso-collapses-for-a-second-time-20240528-p5jhdd.html |access-date=2024-05-31 |website=The Sydney Morning Herald |language=en}}

As of June 2024, MINISO has established collaborations with over 100 intellectual properties such as Disney, Sanrio, Barbie, Sesame Street, Minions, Pokémon, Harry Potter, Care Bears, Snoopy, and the Beijing Palace Museum. The company currently operates four design centers in China, the United States, Japan, and South Korea. It has launched over 10,000 Stock Keeping Units (SKUs) related to intellectual properties. After collaborated with Barbie in late 2023, MINISO acquired and owned several Mattel's shares.{{Cite web |date=2024-06-26 |title=Miniso opens Paris flagship; eyes 1,000 new stores in 2024 |url=https://chainstoreage.com/miniso-opens-paris-flagship-eyes-1000-new-stores-2024 |access-date=2024-07-30 |website=Chain Store Age |language=en}}

File:MINISO in Tijuana.png]]

MINISO first established a retail presence in China, and the majority of its stores still operate there. Even so, it has pursued an aggressive expansion plan in countries connected with China's One Belt One Road economic policy, alongside other similar international retailers like Mumuso,{{cite news|url=http://overseas.mofa.go.kr/gt-ko/brd/m_5692/view.do?seq=1345180|title=Mumuso is not Korean brand and they are originated from China|website=MOFA, Korean Gov.|author=Guatemala Embassy|date=August 4, 2018}}{{cite web|url=https://www.ellas.pa/estilo-vida/mumuso-miniso-ximi-vogue-cuando-lo-cute-esta-de-moda/|title=Mumuso, Miniso, Ximi Vogue, cuando lo 'cute' está de moda|date=December 6, 2019}}{{cite web|url=https://www.milenio.com/estilo/mas-estilo/mumuso-vs-miniso-mundo-asiatico-compitiendo-mexico|title=Mumuso vs. Miniso, un mundo asiático compitiendo en México|website=amp.milenio.com|date=7 April 2019 }} XIMIVOGUE,{{cite web|url=https://retail-insider.com/retail-insider/2019/03/korean-variety-retailer-ximivogue-to-enter-canadian-market/|title="Korean" Variety Retailer 'Ximivogue' to Enter Canadian Market|date=March 8, 2019}}{{cite web|url=https://mothership.sg/2017/12/ximi-vogue-voue-singapore-miniso-daiso/|title=There is a shop called Ximi Vogue in S'pore, which is essentially pseudo-Korean Miniso|website=mothership.sg}} YOYOSO,{{cite web|url=https://expansion.mx/empresas/2019/01/22/miniso-mumuso-y-yoyoso-el-boom-de-las-tiendas-asiaticas|title=El boom del 'bueno, bonito y barato' asiático en México|website=expansion.mx|date=22 January 2019 }}{{cite web|url=https://www.eleconomista.com.mx/empresas/Miniso-Mumuso-minigood-y-Yoyoso...-la-invasion-de-las-tiendas-asiaticas-20190916-0015.html|title=Miniso, Mumuso, minigood y Yoyoso... la invasión de las tiendas asiáticas|website=EL ECONOMISTA|date=16 September 2019 }}{{cite web|url=https://retail-insider.com/retail-insider/2020/02/chinese-variety-retailer-yoyoso-to-enter-canada-with-plans-for-multiple-storefronts/|title=Chinese Variety Retailer YOYOSO to Enter Canada with Plans for Multiple Storefronts|date=February 26, 2020}} USUPSO{{cite web|url=https://thepassage.cc/article/1157|title=India acquires a new taste for cute Asian stores|website=thepassage.cc|access-date=2021-03-30|archive-date=2022-12-09|archive-url=https://web.archive.org/web/20221209202323/https://thepassage.cc/article/1157|url-status=dead}}{{cite web|url=https://www.beautynesia.id/berita-fashion/miniso-usupso-dan-uniqlo-apa-bedanya/b-108827|title=Miniso, Usupso, dan Uniqlo, Apa Bedanya?|website=fashion}} and LÄTT LIV,{{cite web|url=https://www.nacion.com/economia/negocios/tiendas-de-estilo-de-vida-traen-precios-bajos/3OB5MPYPANGFTIKTFBN6HT7PLY/story/|title=Tiendas de 'estilo de vida' traen precios bajos sin sacrificar la experiencia de compra|first=Por Manuel Avendaño|last=Arce|website=La Nación|date=12 July 2019 }}{{cite web|url=https://confidencialcolombia.com/economia/latt-liv-el-nuevo-competidor-que-llega-al-sector-retail-en-colombia/2019/07/28/|title=Lätt Liv, el nuevo competidor que llega al sector retail en Colombia|date=July 28, 2019}} with shopping malls sometimes having several rival stores.{{cite news|url=https://qz.com/1007849/the-muji-like-chinese-chain-miniso-is-expanding-in-the-us-and-north-korea/|title=This Muji-like Chinese chain is expanding in the US—and North Korea|work=Quartz|author=Liu, Visen|date=June 28, 2017|access-date=November 8, 2017}} It first began expanding in Asia: Taiwan, Hong Kong, Cambodia, Nepal, Macau, India, Pakistan, Mongolia, Kazakhstan, South Korea, North Korea, Indonesia, Malaysia, Singapore, Vietnam, Sri Lanka, the Philippines, Thailand and Bangladesh. Sales in one store in Vietnam on its opening day exceeded $10,000 in one hour.{{cite news|url=https://finance.yahoo.com/news/spectacular-scene-minisos-three-stores-011000312.html|title=Spectacular Scene of MINISO's Three Stores Opened in Vietnam|work=Yahoo Finance|date=September 28, 2016|access-date=January 3, 2017|url-status=dead|archive-url=https://web.archive.org/web/20170104164456/http://finance.yahoo.com/news/spectacular-scene-minisos-three-stores-011000312.html|archive-date=January 4, 2017}} Its Japanese branch closed down in 2020 due to pandemic. MINISO's store in Pyongyang was the first and only foreign-branded chain store in North Korea.{{Cite news|url=https://www.economist.com/news/business/21723871-miniso-hopes-appeal-monied-young-consumers-pyongyang-trendy-asian-lifestyle-chain|title=A trendy Asian lifestyle chain opens in North Korea|newspaper=The Economist|date=June 22, 2017|access-date=August 21, 2017}} It arrived in Australia in early 2017.{{cite news|url=https://www.smh.com.au/business/property/miniso-is-the-latest-retailer-to-disrupt-australian-market-20170216-guehch.html|title=Miniso the latest retailer to disrupt the Australian market|author=Cummins, Carolyn|newspaper=Sydney Morning Herald|date=February 17, 2017|access-date=November 8, 2017}}

On 27 May 2016, MINISO opened its first store in Seacon Square Srinakarin, Bangkok Operating under the name of MiniSo (Thailand) Company Limited which Singtai Trading Company Limited is the sole importer. Currently, in Thailand, MINISO has a total of 52 branches nationwide.{{cite web |url=https://workpointnews.com/2019/09/29/miniso-secret/ |title=เส้นทาง 6 ปี มินิโซ สำเร็จได้ด้วยสูตร 'กำไรต่ำ-คุณภาพสูง' | Workpoint News |website=workpointnews.com |url-status=dead |archive-url=https://web.archive.org/web/20191218130404/https://workpointnews.com/2019/09/29/miniso-secret/ |archive-date=2019-12-18}}

MINISO currently operates 294 stores in North America and 598 in Latin America.{{cite magazine|url=http://www.macleans.ca/economy/business/how-miniso-might-just-be-a-dollarama-disruptor-in-canada/|title=How Miniso might just be a Dollarama disruptor in Canada|magazine=Maclean's|author=Dhopade, Prajakta|date=November 18, 2017|access-date=October 30, 2017}}{{cite web|url=http://expansion.mx/empresas/2017/03/06/miniso-tendra-10-tiendas-en-mexico-en-febrero-de-2018|title=LA JAPONESA MINISO ESTIMA ABRIR 150 TIENDAS EN MÉXICO|language=es|publisher=Expansion|date=March 6, 2017|access-date=November 8, 2017}} On August 6, 2016, MINISO signed a Comprehensive Strategic Cooperation Agreement with an American partner to expand its retail operations to the United States.{{cite press release |url=http://www.prnewswire.com/news-releases/miniso-signs-comprehensive-strategic-cooperation-with-us-representative-to-enter-american-retail-market-300321315.html |title=MINISO Signs Comprehensive Strategic Cooperation with U.S. Representative to Enter American Retail Market|publisher=PR Newswire|date=September 1, 2016 |access-date=January 3, 2017}} The first U.S. store opened in Pasadena in April 2017.{{cite web|url=http://www.pasadenanow.com/main/miniso-japan-to-open-first-u-s-store-in-southern-california/#.WgKSPBOCzdQ|title=Miniso Japan to Open First U.S. Store in Pasadena|publisher=Pasadena Now|date=April 5, 2017|access-date=November 8, 2017}}

In Central America, MINISO opened its first store in Panama. They had opened 4 stores by October 2018. They also started operations in Costa Rica in 2019 where there are currently 10 stores.https://www.minisocr.com/locales {{Bare URL inline|date=August 2024}}

File:Miniso, Gran Plaza Mazatlán, 8 de junio de 2024 03.jpg, Mexico]]

In South America, MINISO opened its first retail store in Brazil in August 2017.{{cite web |date=August 31, 2017 |title=Miniso, maior rival da Daiso, abre primeira loja no Brasil |url=http://veja.abril.com.br/economia/miniso-maior-rival-da-daiso-abre-primeira-loja-no-brasil/ |access-date=November 8, 2017 |publisher=Veja |language=pt}} Its second store followed in Chile in December 2017, where there are now 30 locations.{{Cite web |last= |first= |date=2023-10-24 |title=Miniso abre en Chile su primera tienda insignia en América Latina |trans-title=Miniso opens its first flagship store in Latin America in Chile |url=https://forbes.cl/negocios/2023-10-24/miniso-abre-en-chile-su-primera-tienda-insignia-en-america-latina |access-date=2024-09-16 |website=Forbes Chile |language=es}} In May 2018, MINISO opened its first retail store in Peru at Jockey Plaza Shopping Center. In Colombia, operations began with the simultaneous opening of two stores on August 30 in Bogotá, and by December 2018, they planned to have 15 stores in the country. In October 2018, MINISO opened its first store in Bolivia and reached its tenth store in that country by 2020.{{Cite web |last=González Litman |first=Tamara |date=2020-09-14 |title=Miniso abre las puertas de su décima tienda en Bolivia |trans-title=Miniso opens the doors of its tenth store in Bolivia |url=https://pe.fashionnetwork.com/news/Miniso-abre-las-puertas-de-su-decima-tienda-en-bolivia,1236668.html |access-date=2024-09-16 |website=Fashion Network |language=es}}

In Europe, MINISO operates retail outlets in Spain, Germany, Italy, Estonia, Serbia,{{Cite news|url=http://timp.rs/miniso-u-srbiji-stadion-shopping-center/|title=Otvorena prva radnja japanskog lanca Miniso u Srbiji - TiMP portal|date=2018-05-17|work=TiMP portal|access-date=2018-08-06|language=sr-RS|archive-date=2019-09-10|archive-url=https://web.archive.org/web/20190910152828/http://timp.rs/miniso-u-srbiji-stadion-shopping-center/|url-status=dead}} Armenia,{{cite web|url=https://www.spyur.am/en/companies/miniso/41480|title="MINISO" • ARMENIA (YEREVAN) • SPYUR|website=spyur.am}} Russia, United Kingdom, France and Iceland among others.{{Cite web |date=2020-10-20 |title=Miniso opens first store in Paris |url=https://www.retaildetail.eu/news/general/miniso-opens-first-store-paris/ |access-date=2024-09-05 |website=RetailDetail EU |language=en-US}}

In Africa, MINISO first entered Morocco in early 2017 with 15 stores in multiple cities around the kingdom, South Africa in August 2017{{cite web|url=https://www.iol.co.za/business-report/japenese-fashion-and-retail-brand-miniso-takes-on-sa-10694015|title=Japanese Fashion and retail brand MINISO takes on SA|author=Steyn, Gabriella|date=August 8, 2017|access-date=November 8, 2017}} and West Africa in Nigeria one month later.{{cite web|url=https://www.vanguardngr.com/2017/08/miniso-open-new-shops-nigeria/|title=MINISO to open new shops in Nigeria|publisher=Vanguard|date=August 30, 2017|access-date=November 8, 2017}} There are also stores in Kenya and in Kampala, Uganda.{{cite web|url=https://www.businessdailyafrica.com/bd/corporate/companies/japan-s-miniso-opens-shop-at-nairobi-malls-2184970|title=Japan's Miniso opens shop at Nairobi malls|first=Wednesday|last=January 10, 2018|website=Business Daily|date=11 December 2020 }}{{cite web|url=https://www.exchange.co.tz/japan-expands-presence-in-kenyas-retail-market-with-miniso-lifestyle/|title=Japan expands presence in Kenya's retail market with MINISO Lifestyle|date=2018-06-11|website=The Exchange|language=en-US|access-date=2019-02-15|archive-date=2019-08-07|archive-url=https://web.archive.org/web/20190807162129/https://www.exchange.co.tz/japan-expands-presence-in-kenyas-retail-market-with-miniso-lifestyle/|url-status=dead}}{{cite web|url=https://www.blogkla.com/blogkla/japanese-lifestyle-brand-miniso-opens-in-kampala|title=Blogkla {{!}} Kampala City Blog|website=Blogkla {{!}} Kampala City Blog|date=17 April 2018 |language=en|access-date=2019-02-15}} As of January 2018, MINISO operated two stores in Egypt.

On August 1, 2018, MINISO opened the 1st store in Kuwait in the Avenues Mall Phase 4 (The Forum). On September 25, 2019, the 2nd store was opened in The Avenues Mall Phase 1. On March 3, 2021, the 3rd store was opened in Marina Mall. On July 7, 2022, the 4th store was opened in Souq Sharq Mall.

On September 1, 2018, MINISO opened two stores in Romania and plans to open 40 more stores nationwide.{{Cite news|date=2018-09-05|title=Retailerul japonez Miniso a deschis primul magazin în România. Unde şi când le deschide pe următoarele două|language=ro|work=www.economica.net|url=http://www.economica.net/retailerul-japonez-miniso-a-deschis-primul-magazin-in-romania--unde-si-cand-le-deschide-pe-urmatoarele-doua_158003.html|access-date=2018-09-21}}

MINISO has opened more than 70 franchises in Pakistan during past three years.{{Cite web |url=https://marketingskull.com/miniso-a-strategy-to-penetrate-in-pakistani-retail-market/ |title=MINISO: A Strategy to Penetrate in Pakistani Retail Market | Marketing Skull |access-date=2021-04-02 |archive-date=2021-03-23 |archive-url=https://web.archive.org/web/20210323084106/https://marketingskull.com/miniso-a-strategy-to-penetrate-in-pakistani-retail-market/ |url-status=dead }}

On January 12, 2018, MINISO opened its first store in Bangladesh, with 29 stores currently.{{Cite web |date=2018-01-16 |title=MINISO flagship store opens in Dhaka |url=https://www.thedailystar.net/lifestyle/check-it-out/miniso-flagship-store-opens-dhaka-1520224 |access-date=2023-07-21 |website=The Daily Star |language=en}}{{Cite web |title=MINISO flagship now in Bangladesh - Life & Style - observerbd.com |url=https://www.observerbd.com/details.php?id=117783 |access-date=2023-07-21 |website=The Daily Observer}}

In June 2019, MINISO announced it would open 6 more stores in Israel bringing the total to 18 by the end of the year.{{cite news|title=Japan's Miniso to open 6 more Israeli stores|url=https://en.globes.co.il/en/article-japans-miniso-to-open-6-more-israeli-stores-1001288377|newspaper=Globes|access-date=3 July 2019}}

On 8 November 2019, MINISO opened its first store in the United Kingdom in Ealing, a west London suburb.{{cite web|title= Ealing Broadway Shopping Centre|url= https://www.ealingbroadwayshopping.co.uk/eatdrinkshop/miniso?show-on-map=MINISO |access-date= 27 January 2023}} They then proceeded to open more stores as of December 2023; including one in Wandsworth, South London and their central London flagship store in Oxford Street on 10 November 2023, as well as a 'MINI MINISO' concept store near Chinatown, London on 29 September 2023.{{Cite web |date=2023-11-01 |title=Lifestyle retailer MINISO announces opening date for flagship Oxford Street store |url=https://bdaily.co.uk/articles/2023/11/01/lifestyle-retailer-miniso-announces-opening-date-for-flagship-oxford-street-store |access-date=2023-11-04 |website=Bdaily Business News |language=en}} In December 2023, MINISO opened its first Sanrio co-branded pop-up store, located in Margo City, a shopping mall in Indonesia.{{Cite web |last=Singsit |first=Jangoulun |date=2023-10-24 |title=Miniso unveils first IP-themed flagship store in Indonesia |url=https://www.retail-insight-network.com/news/miniso-indonesia-store-flagship/ |access-date=2024-07-31 |website=Retail Insight Network |language=en-US}} In February 2024, its largest UK store opened in Camden, London.{{Cite web |last=Robinson |first=Megan |title=Miniso opens largest UK store to be 'vibrant hub of joy' |url=https://www.retail-week.com/stores/miniso-opens-largest-uk-store-to-be-vibrant-hub-of-joy/7045608.article |access-date=2024-07-31 |website=Retail Week |language=en}} They are planning to open more high profile stores in 2024.

As of January 2020, MINISO had over 3,500 stores in 79 countries, with an approximate revenue of US$2.4 billion in 2019.

In January 2021, MINISO opened its first offline store in Porto, Portugal, and announced plans to open 250 stores in Spain and Portugal.{{cite news|author=Maria Salgueiro|date=2021-01-06 |title=Miniso chega a Portugal com uma loja em Gaia (e prepara-se para abrir mais espaços) |language=pt |trans-title=Miniso arrives in Portugal with a store in Gaia (and prepares to open more spaces) |url=https://www.nit.pt/compras/lojas-e-marcas/miniso-portugal-gaia-lojas |website=NiT}}

As of August 2021, MINISO had four stores in Oman, with three located in the capital Muscat and one store in Sohar.{{cite web|url=https://www.miniso.com/EN/Shop|title=MINISO|website=www.miniso.com}}{{cite web |url=https://www.citycentremuscat.com/shopping/services-specialty-stores/miniso |title=Miniso Muscat - Stationery, Gifts & Bags|website=City Centre Muscat}}{{cite web |url=https://www.omanavenuesmall.om/shops/miniso |title=Miniso | First Floor | Oman Avenues Mall |website=www.omanavenuesmall.om}}{{cite web|title=Miniso Store Qurum - Stationery, Cosmetics & More |url=https://www.citycentrequrum.com/shopping/services-specialty-stores/miniso|website=City Centre Qurum}}{{cite web |url=https://www.citycentresuhar.com/shopping/electronics-home-appliances-mobile-phones/miniso |title=Miniso City Centre Suhar |access-date=2021-08-20 |archive-date=2021-08-20 |archive-url=https://web.archive.org/web/20210820111528/https://www.citycentresuhar.com/shopping/electronics-home-appliances-mobile-phones/miniso |url-status=dead }}

In May 2023, MINISO opened its first flagship store in Times Square, New York City.{{Cite press release |title=MINISO Celebrated the Grand Opening of Its Global Flagship Store at Times Square, New York |url=https://www.prnewswire.com/news-releases/miniso-celebrated-the-grand-opening-of-its-global-flagship-store-at-times-square-new-york-301831831.html |language=en |last=((MINISO Group)) |first= |access-date=2024-06-03 |website=www.prnewswire.com}} In December of the same year, its 100th U.S. store opened in Orlando, Florida. One year later, MINISO opened a pop-up store in Times Square, setting a new U.S. record for sales per square foot and ranking in the top three U.S. stores in terms of sales performance.{{Cite web |last=Hendriksz |first=Vivian |date=2024-03-28 |title=Miniso opens pop-up store in Times Square, NYC as it eyes up US expansion push |url=https://fashionunited.uk/news/retail/miniso-opens-pop-up-store-in-times-square-nyc-as-it-eyes-up-us-expansion-push/2024032874863 |access-date=2024-07-31 |website=FashionUnited |language=en}} On October 24, 2023, MINISO opened its first flagship store in Latin America at Costanera Center in Santiago, Chile. In May 2024, MINISO expanded its presence in the New York metropolitan area with the opening of its first IP collection store in New Jersey. By the end of 2024, MINISO opened its 200th store in the United States.{{Cite news |last=Moss |first=Linda |date=May 24, 2024 |title=Chinese Specialty Chain Miniso Ramps Up US Expansion: 'Plushie' Retailer Looks To Jump From 156 to 250 Stores |url=https://www.costar.com/article/1893727778/chinese-specialty-chain-miniso-ramps-up-us-expansion}} In June 2024, MINISO opened a flagship store on the Champs-Elysees in Paris, positioning the store as a global IP co-branded collection hub, launching more than 2,400 IP co-branded products, including Disney, Sanrio, BT21, Barbie, Harry Potter, Plants vs Zombies, Minions, Pokémon and Snoopy.{{Cite web |date=2024-06-26 |title=Miniso opens Paris flagship; eyes 1,000 new stores in 2024 |url=https://chainstoreage.com/miniso-opens-paris-flagship-eyes-1000-new-stores-2024 |access-date=2024-07-31 |website=Chain Store Age |language=en}}At the end of 2024, MINISO launched a flagship project, "MINISO LAND," in Madrid, Spain, aiming to enhance brand experience through themed spaces.{{Cite web |title=MINISO Opens MINISO LAND in Madrid |url=https://www.rli.uk.com/ |publisher=Retail & Leisure International |access-date=2025-01-05}}{{Cite web |title=MINISO Madrid Launch |url=https://chainstoreage.com/ |publisher=Chain Store Age |access-date=2025-01-05}}{{Cite web |title=MINISO Themed Retail in Madrid |url=https://www.toybook.com/ |publisher=Toy Book |access-date=2025-01-05}}

In January 2025, MINISO opened a flagship store at Asiatique The Riverfront in Thailand, further expanding its presence in Southeast Asia.{{Cite web |title=MINISO Opens Flagship at Asiatique Thailand |url=https://www.licenseglobal.com/ |publisher=License Global |access-date=2025-01-05}}{{Cite web |title=MINISO Thailand Expansion |url=https://brandinginasia.com/ |publisher=Branding in Asia |access-date=2025-01-05}}{{Cite web |title=MINISO Expands in Thailand |url=https://forbesthailand.com/ |publisher=Forbes Thailand |access-date=2025-01-05}}

Throughout 2023 and 2024, MINISO continued opening "IP-powered flagship stores" in key international markets, including Times Square in New York,{{Cite web |title=MINISO Opens Times Square Flagship |url=https://daoinsights.com/ |publisher=DAO Insights |access-date=2025-01-05}}{{Cite web |title=MINISO Expansion Highlights |url=https://www.bloomberg.com/ |publisher=Bloomberg |access-date=2025-01-05}} Oxford Street in London,{{Cite web |title=MINISO Launches UK Flagship |url=https://insideretail.asia/ |publisher=Inside Retail Asia |access-date=2025-01-05}}{{Cite web |title=MINISO UK Expansion |url=https://www.retailgazette.co.uk/ |publisher=Retail Gazette |access-date=2025-01-05}} and the Champs-Élysées in Paris,{{Cite web |title=MINISO Paris Flagship Store |url=https://kidscreen.com/ |publisher=Kidscreen |access-date=2025-01-05}}{{Cite web |title=MINISO Paris Growth |url=https://www.rli.uk.com/ |publisher=Retail & Leisure International |access-date=2025-01-05}}{{Cite web |title=MINISO Global Strategy |url=https://www.licenseglobal.com/ |publisher=License Global |access-date=2025-01-05}} showcasing collaborations with global IP brands and enhancing its international brand image.

Also in June 2024, MINISO introduced its biggest flagship store at Plaza Hollywood in Hong Kong, making it the brand’s largest store in the region.{{Cite web |date=2024-06-25 |title=Largest Hong Kong Flagship Opened By Miniso - Retail & Leisure International |url=https://www.rli.uk.com/largest-hong-kong-flagship-opened-by-miniso/ |access-date=2024-07-31 |language=en-GB}}

On 31 August 2024, the company opened its largest store globally at Central Park Jakarta, Indonesia.{{Cite web |date=2024-08-30 |title=World's largest Miniso store to open in Jakarta |url=https://www.manilatimes.net/2024/08/30/tmt-newswire/worlds-largest-miniso-store-to-open-in-jakarta/1967679 |access-date=2024-09-16 |website=The Manila Times |language=en}}

Since its opening, MINISO has focused on "Japanese style." Its logo, store image, and products are similar to those of UNIQLO, MUJI, Daiso{{Cite web |last=link |first=Get |last2=Facebook |last3=X |last4=Pinterest |last5=Email |last6=Apps |first6=Other |date=2015-05-30 |title=Is China's MINISO Copying Japan's MUJI, UNIQLO and Daiso? |url=https://www.schedium.net/2015/05/is-chinas-miniso-copying-japans-muji.html?m=1 |access-date=2025-05-02 |language=en-GB}} and even caused controversy over plagiarism due to being too similar. Their business methods are also known as "cottage-style" business methods.{{cite web|url=https://www.thepaper.cn/newsDetail_forward_1374604|title=宣称100%日本品牌，"名创优品"被曝商品大多中国制造|publisher=The Paper|date=September 13, 2015|language=Chinese}}{{Cite web |title=那些山寨"名创优品"的山寨了谁？ |url=https://www.sohu.com/a/www.sohu.com/a/54344341_329832 |access-date=2023-07-14 |website=www.sohu.com}}{{Cite web |last=楊婉婷 |date=2016-06-11 |title=名創優品被斥「山寨品牌」 面世三年爭議不絕 |url=https://www.hk01.com/社會新聞/25458/名創優品被斥-山寨品牌-面世三年爭議不絕 |access-date=2023-07-14 |website=香港01 |language=zh-HK}}{{Cite web |last=王林 |date=2021-08-23 |title=业绩快报丨名创优品2021财年营收90.72亿元，已布局全球99个国家和地区-36氪 |url=https://36kr.com/p/1366721367426180 |access-date=2023-07-14 |website=36kr.com}}{{Cite web |title=Behind Mingchuang Premium, the challenges and controversy of the godfather of online finance |url=https://www.moomoo.com/news/post/35856542/behind-mingchuang-premium-the-challenges-and-controversy-of-the-godfather?level=2&data_ticket=1746165599500226 |access-date=2025-05-02 |website=www.moomoo.com |language=en-us}}

Laura Wen-Yu Young, a managing partner at San Francisco-based law firm Wang and Wang believes that there are no restrictions on creating a brand that simply sounds Japanese or Korean. She ultimately thinks that it will be up to the customers to decide whether such businesses "will succeed or fail based on normal market principle".{{Cite web |date=2018-11-05 |title=How 'cultural copycats' like Miniso took over the world |url=https://www.scmp.com/week-asia/economics/article/2171480/miniso-far-mumuso-good-how-chinas-cultural-copycats-took-over |access-date=2024-06-05 |website=South China Morning Post |language=en}}

Simon Collins, founder of Fashion Culture Design Unconference and former Dean of Parsons School of Design, suggests that the criticism MINISO has been facing doesn't stand to a certain extent. He does not think that "Muji or Uniqlo represent Japanese cultural brand", given that they are "100% international".

MINISO allegedly started to remove Japanese elements from its stores and shopping bags in late 2019 across its 3,100 shops in China.{{Cite web |agency=Reuters |date=2022-08-19 |title=Chinese retailer Miniso to ditch Japanese styling after backlash |url=https://www.reuters.com/business/retail-consumer/chinese-retailer-miniso-ditch-japanese-styling-after-backlash-2022-08-19/ |website=Reuters}} MINISO’s "de-Japanisation" process has allegedly been completed in March 2023.{{Cite web |last=Ai |first=Lee Kuo |title=Is Chinese retailer Miniso's 400% stock rally sustainable? |url=https://www.thinkchina.sg/economy/chinese-retailer-minisos-400-stock-rally-sustainable |access-date=2024-05-27 |website=ThinkChina - Big reads, Opinion & Columns on China |language=en}}

Several products of MINISO were also accused of infringing copyrights rather than authorizing the use of characters designed by different cartoonists and illustrators. In mainland China, MINISO and its trademark owner Saiman Investment have been involved in many intellectual property infringement lawsuits, most of which ended with MINISO compensation.

The commodity director of MINISO said that their products "are similar to other famous brands because they are the original factory of the favorite brand products, so the similar appearance is reasonable."{{Cite web |last=蔡靜心 |first=潘安奇 |date=2016-06-11 |title=北歐設計師「被加入」名創優品 半數不知情求除名未果 |url=https://www.hk01.com/突發/23748/北歐設計師-被加入-名創優品-半數不知情求除名未果 |access-date=2023-07-14 |website=香港01 |language=zh-HK}}{{Cite web |date=2018-03-27 |title=诺米家居指名创优品模式难为继 为上市恶意窃取创意 |url=http://finance.sina.com.cn/chanjing/gsnews/2018-03-27/doc-ifysrvhi7229534.shtml |access-date=2023-07-14 |website=finance.sina.com.cn}}{{Cite web |last=博評組 |date=2016-06-01 |title=名創優品又涉侵權 本地漫畫界嬲嬲豬｜吹水貓紙｜博評 |url=https://www.hk01.com/article/23912/名創優品又涉侵權-本地漫畫界嬲嬲豬-吹水貓紙-香港01-博評 |access-date=2023-07-14 |website=香港01 |language=zh-HK}}

According to reports, the address, chairman, founder, and investment fund of Fenlibao, a P2P online lending platform, are all the same, and there are reports that the platform was established to support MINISO. However, after the Fenlibao platform collected funds from individual investors, MINISO guaranteed it, and then loaned to MINISO’s franchisees at an annual interest rate as high as 18%, and the franchisees were asked to pay MINISO Chuangyoupin, this financing method has been questioned to transfer operating risks to franchisees to conduct "self-financing" (self-financing) behaviors that violate mainland Chinese laws and regulations, and is also suspected of violating regulations that prohibit providing "self-guarantees" to lenders. Its individual financing amount is also suspected of exceeding the upper limit. However, MINISO replied that its "industry-finance integration model" is not self-financing, and believes that doubters do not understand the operating nature of its P2P financing. At the same time, according to the official announcement, the main assets of Fenlibao, an online loan investment docking platform, come from MINISO, and investors can get an annual interest rate of 6-11%, which is relatively "stable." This financing method allows MINISO to "transfuse blood" for franchisees and circulate assets internally to realize its business empire.{{Cite web |title=年收入百亿，阿里巴巴用了4年，这家公司只用了3年，高成长背后有什么风险？ |url=https://www.sohu.com/a/www.sohu.com/a/136418682_355015 |access-date=2023-07-14 |website=www.sohu.com}}{{Cite web |last=sina_mobile |date=2017-06-28 |title=名创优品帝国速成记：分利宝输血 风险落加盟商身上 |url=https://finance.sina.cn/chanjing/gsxw/2017-06-28/detail-ifyhmtrw4251504.d.html |access-date=2023-07-14 |website=finance.sina.cn}}

Miniso stopped using the platform prior to its public listing. In August 2020, Fenlibao officially announced its closure, and other P2P businesses associated with Ye Guofu and Miniso (also known as Mingchuang Premium) were also wound down.{{Cite web |title=Miniso no longer uses P2P platform prior to IPO |url=https://www.equalocean.com/ |publisher=EqualOcean |access-date=2025-01-05}}{{Cite web |title=Miniso's financing structure explained |url=https://www.moomoo.com/ |publisher=Moomoo |access-date=2025-01-05}}

According to company co-founder Ye Guofu, the brand was initially registered in Japan and operates some stores there, contributing to its positioning as a "Japanese brand." However, this identity has been widely questioned, particularly due to its corporate headquarters and main operations being based in China.{{cite news |title=Miniso, so far Mumuso good: How China's cultural copycats took over the world |url=https://www.scmp.com/week-asia/economics/article/2171480/miniso-far-mumuso-good-how-chinas-cultural-copycats-took-over |work=South China Morning Post |date=November 10, 2018 |access-date=2025-01-10}}

In response to accusations of imitation, MINISO’s Hong Kong general manager stated that the similarities with other Japanese-inspired brands were the result of employing a design team with diverse nationalities and a shared minimalist style. Critics have debated whether MINISO's branding is misleading or simply a strategic decision aligned with consumer preferences.

Legal experts interviewed by the South China Morning Post have argued that creating a brand name that sounds Japanese or Korean is not legally prohibited. Laura Wen-Yu Young, a managing partner at the U.S.-based law firm Wang & Wang, noted that market success is ultimately determined by consumer response rather than brand origin. Likewise, Simon Collins, founder of the Fashion Culture Design Unconference and former dean of Parsons School of Design, remarked that criticism toward MINISO may be overstated, emphasizing that even well-known Japanese-origin brands like Muji and Uniqlo are, in essence, globalized companies.

Nevertheless, because of MINISO's success in expanding its number of retail stores, AllianceBernstein, a global asset management company.

IP collaborations, word-of-mouth, celebrity endorsements and the ability to launch viral products are the basis of MINISO's success in China.{{cite web|url=https://daxueconsulting.com/miniso-china-market-strategy/|title=MINISO is regarded as "the most powerful competitor" by MUJI and Watsons|date=June 23, 2022|access-date=January 23, 2022}} Apart from collaborating with international brands, its store designs that attract customers and encourage social media engagement, it also uses blind boxes to increase sales, especially among young consumers.{{Cite web |last=Esposito |first=Alicia |date=2023-12-27 |title=Miniso Blind Box Carnival Surprises and Delights Shoppers Worldwide |url=https://www.retailtouchpoints.com/topics/customer-experience/miniso-blind-box-carnival-surprises-and-delights-shoppers-worldwide |access-date=2024-07-31 |website=Retail TouchPoints |language=en-US}}

In recent years, MINISO has expanded its overseas marketing activities by introducing IP-themed stores and pop-up events in various regions such as Southeast Asia,{{cite web|title=MINISO expands with new IP-themed stores in Singapore and Vietnam|url=https://www.licenseglobal.com/miniso-expands-new-ip-themed-stores-singapore-and-vietnam|access-date=2024-07-31|website=License Global}}{{cite web|title=MINISO strengthens brand presence in Southeast Asia|url=https://retailasia.com/retail/in-focus/miniso-strengthens-brand-presence-southeast-asia|access-date=2024-07-31|website=Retail Asia}} Australia,{{cite web|title=Miniso expands its IP-themed concept stores to Australia|url=https://insideretail.com.au/sectors/general-retail/miniso-expands-its-ip-themed-concept-stores-to-australia-202402|access-date=2024-07-31|website=Inside Retail}} and the United States.{{cite web|title=MINISO brings more IP-themed pop-ups to the U.S.|url=https://www.licenseglobal.com/miniso-brings-more-ip-themed-pop-ups-us|access-date=2024-07-31|website=License Global}} These stores feature collaborations with globally recognized brands such as Harry Potter,{{cite web|title=Miniso partners with Harry Potter franchise to launch themed stores|url=https://www.marketing-interactive.com/miniso-launches-harry-potter-themed-stores|access-date=2024-07-31|website=Marketing Interactive}} Sanrio, and Stitch.

Additionally, MINISO has leveraged the global popularity of the blind box trend through initiatives like the "Blind Box Carnival," offering immersive unboxing experiences in stores worldwide.{{cite web|title=MINISO hosts Blind Box Carnival events across international locations|url=https://www.toybook.com/miniso-blind-box-carnival-worldwide|access-date=2024-07-31|website=The Toy Book}}{{cite web|title=Blind Box Carnival delights global MINISO customers|url=https://www.timeout.com/news/miniso-blind-box-carnival-around-the-world-032223|access-date=2024-07-31|website=Time Out}}{{cite web|title=Miniso Blind Box Carnival Surprises and Delights Shoppers Worldwide|url=https://www.retailtouchpoints.com/topics/customer-experience/miniso-blind-box-carnival-surprises-and-delights-shoppers-worldwide|access-date=2024-07-31|website=Retail TouchPoints}} In 2023, MINISO reported global blind box sales exceeding 20 million units,{{cite web|title=MINISO's global blind box sales surpass 20 million in 2023|url=https://www.stocktitan.net/news/MNSO/miniso-global-blind-box-sales-2023-achievement|access-date=2024-07-31|website=Stock Titan}} further enhancing its brand engagement, particularly among younger demographics.

In February 2022, MINISO entered into partnership with Peruvian NGO ECOAN to plant a tree in the Andes mountains for each certain number of items it sold. The project was joined by entities from 37 countries and donated 115,000 plants.{{Cite web |date=2022-02-22 |title=MINISO dona más de 134.000 euros para plantar 115.000 árboles en los Andes |url=https://www.europapress.es/epsocial/responsables/noticia-miniso-dona-mas-134000-euros-plantar-115000-arboles-andes-20220222112052.html |access-date=2024-09-05 |publisher=Europa Press}} On June 22, 2022, MINISO launched a charity campaign - Penpen2PENPEN focused on supporting children around the world. MINISO alongside its customers and fans donated goods to children in 18 different countries.{{Cite web |last=Oong |first=Ren Jie |date=2022-11-15 |title=Retail Hero Chapter 4: Miniso - Exabytes Blog |url=https://www.exabytes.my/blog/retailhero-miniso/ |access-date=2024-09-05 |language=en-US}} In September 2022, MINISO and the China Green Foundation jointly launched the #PlantForPanda# campaign to raise awareness for panda conservation and bamboo planting. The campaign resulted in planting over 50,000 clumps of bamboo for pandas.{{Cite web |date=2022-10-26 |title=MINISO raises awareness for panda conservation with new global campaign |url=https://www.marketing-interactive.com/miniso-raises-awareness-for-panda-conservation-with-new-global-campaign |access-date=2024-09-05 |website=Marketing-Interactive |language=en}} MINISO’s 2023 ESG Report indicated that it supports women through its marriage and childbirth incentive programs and has established a fund of US$1.38 million. The proportion of women in senior management positions in China is 61.8%.{{Cite web |author=Staff Reporter |date=2024-04-23 |title=MINISO enhances employee welfare and environmental initiatives in 2023 |url=https://retailasia.com/stores/news/miniso-enhances-employee-welfare-and-environmental-initiatives-in-2023 |access-date=2024-09-05 |website=Retail Asia |language=en}}

In 2018 and 2019, MINISO won German iF Design Award for seven of its products including The Wave Pencil Box, "Water Cube" series water bottles, Kendama Gel Pen and portable lint rollers.{{Cite web |title=中国设计刷屏2018年iF设计奖，是实至名归还是水准降低？ |url=https://www.sohu.com/a/222457141_769195 |access-date=2024-09-05 |website=www.sohu.com}} In 2021, MINISO was awarded the Red Dot award for the simple and user-centric designs of the Ten Thousand Bristles Toothbrush and the double-sided makeup mirror.{{Cite web |title=创新就是生命力，名创优品再获德国红点奖 |url=https://finance.ifeng.com/c/86M5SplFEGW |access-date=2024-09-05 |website=finance.ifeng.com |language=zh}}{{Cite web |title=如何平衡设计和生活？名创优品用2021德国红点奖作品告诉你答案 |url=https://www.yicai.com/news/101015785.html |access-date=2024-09-05 |website=www.yicai.com}} MINISO was named 2023 'International Retailer of the Year' and was awarded the 2023 and 2024 'Store Design of the Year’ (Small) by Retail Asia Awards.{{Cite web |author=Staff Reporter |date=2024-06-12 |title=MINISO bags two Retail Asia Awards for flagship stores in Shanghai and Indonesia |url=https://retailasia.com/co-written-partner/event-news/miniso-bags-two-retail-asia-awards-flagship-stores-in-shanghai-and-indonesia |access-date=2024-09-05 |website=Retail Asia |language=en}}{{Cite web |author=Staff Reporter |date=2023-06-16 |title=MINISO bags two major accolades at Retail Asia Awards 2023 |url=https://retailasia.com/co-written-partner/event-news/miniso-bags-two-major-accolades-retail-asia-awards-2023 |access-date=2024-09-05 |website=Retail Asia |language=en}} In 2024, MINISO won the gold award of ‘Best Cause-Related Event’ and bronze for ‘Best Experiential Marketing’ in Event Marketing Awards.{{Cite web |title=Winners |url=https://eventmarketingawards.asia/winners/ |access-date=2024-09-05 |website=Event Marketing Awards |language=en-US}} MINISO won the “2024 Best Managed Companies” award by Deloitte China{{Cite web |title=2024 |url=https://www2.deloitte.com/cn/en/pages/deloitte-private/articles/2024-china-best-managed-companies-list-revealed.html |access-date=2024-09-05 |website=Deloitte China |language=en}} and received the title of “Most Intellectual Property Rights Merchandise” in The Malaysia Book of Records, in featuring 4,616 new products of 86 IPs.{{Cite web |date=2024-08-19 |title=MINISO Gets into Malaysian Book of Records for Having Most Intellectual Property (IP) Rights Merchandise |url=https://licensinginternational.org/news/miniso-gets-into-malaysian-book-of-records-for-having-most-intellectual-property-ip-rights-merchandise/ |access-date=2024-09-05 |website=Licensing International |language=en-US}} According to 2023 ESG report, MINISO is turning ““Waste” into Treasure by Using Recycled PET Bottles to Make Plush Toys".{{Cite web |date=2023 |title=Environemtal, Social and Governance Report |url=https://filecache.investorroom.com/mr5ir_miniso/308/2023%20Environment%2C%20Social%20and%20Governance%20Report%20%28for%20the%20six%20months%20ended%20Decemeber%2031%2C%202023%29.pdf }} In 2024, MINISO won MUSE Design Awards  for “the largest store in Indonesia”,  MUSE Design Awards for 200^th store in the U.S and MUSE Design Awards for its India store.{{Cite web |last=Awards |first=MUSE Design |title=MINISO LAND - MINISO's IP-design Wonderland in Indonesia by MINISO |url=https://design.museaward.com/winner-info.php?id=25110 |access-date=2025-01-25 |website=MUSE Design Awards |language=en}}{{Cite web |last=Awards |first=MUSE Design |title=MINISO’s Costal-Themed IP Collection Store in Santa Monica by MINISO |url=https://design.museaward.com/winner-info.php?id=25112 |access-date=2025-02-08 |website=MUSE Design Awards |language=en}}

In addition to design awards, MINISO has been recognized for its corporate performance and leadership. In 2024, Ye Guofu, founder and CEO of MINISO, was named among Forbes China Best CEOs.{{cite web|title=Forbes China Best CEOs 2024|url=https://www.forbeschina.com/lists/1875|access-date=2024-09-05|website=Forbes China}} The company was also honored by Institutional Investor as part of the 2024 Asia (Ex-Japan) Executive Team rankings.{{cite web|title=2024 Asia Executive Team Honored Companies|url=https://www.institutionalinvestor.com/article/2c6pnw0ugw3cgb71g0cg0/research/asia-s-top-executive-teams-2024-the-honored-companies|access-date=2024-09-05|website=Institutional Investor}}

Moreover, MINISO was listed among Forbes China's Top 30 Multinational Companies,{{cite web|title=Forbes China Top 30 Multinational Companies|url=https://www.forbeschina.com/lists/1880|access-date=2024-09-05|website=Forbes China}} and was ranked in the Hurun China 500 Most Valuable Private Companies 2023.{{cite web|title=Hurun China 500 Most Valuable Private Companies 2023|url=https://www.hurun.net/en-US/Info/Detail?num=UKMZOK73JOT3|access-date=2024-09-05|website=Hurun Report}} In the same year, MINISO was awarded Forbes China's Best Employer 2024 — Most Popular Employer Among Employees.{{cite web|title=Forbes China Best Employer 2024|url=https://www.forbeschina.com/lists/1885|access-date=2024-09-05|website=Forbes China}}

File:MINISO Ormoc-4.jpg|MINISO, SM Ormoc

File:MINISO Ormoc-2.jpg|Shelves in MINISO, SM Ormoc

File:MINISO Ormoc-1.jpg|MINISO, SM Ormoc

File:Miniso Champs-Élysées.jpg|miniso Champs-Élysées

File:Miniso santa monica 2.jpg|miniso santa monica 2

File:Miniso santa monica 3.jpg|miniso santa monica 3

File:Miniso santa monica.jpg|Miniso santa monica

File:Miniso spain gran via flagship 2.jpg|Miniso spain gran via flagship 2

File:Miniso spain gran via flagship 3.jpg|Miniso spain gran via flagship 3

File:Miniso spain gran via flagship.jpg|Miniso spain gran via flagship

File:Miniso times squre.jpg|Miniso times squre

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