MINISO was founded in 2013 by Mr. Guofu Ye, who was inspired during his overseas travels by specialty stores selling high-quality, affordable products made in China. Motivated by a passion for retail and the industry's potential, he started MINISO in a garage in Guangzhou, branding it as a “Global IP Collection Store.” The company has since grown into a prominent retail enterprise driven by design, research, and development, earning recognition as one of China’s top companies.
In 2015, MINISO began expanding internationally and has since established a presence in over 111 countries and regions, with more than 6,600 stores in cities like New York, Paris, and Tokyo. The company went public on the New York Stock Exchange in 2020 (stock code "MNSO") and on the Hong Kong Stock Exchange in 2022 (stock code "9896.HK"). Its hybrid business model—spanning online and offline platforms—has helped it thrive in the global market.
MINISO operates under the “Joy Philosophy,” focusing on delivering creatively designed, high-quality, and affordable products that enhance everyday life. Embracing the concept of “interest-driven consumption,” the company uses consumer insights and global trends to continually innovate and offer greater value for money.
In recent years, MINISO has strengthened its appeal to younger audiences through collaborations with over 100 well-known global IPs like Disney, Marvel, and Sanrio. These partnerships drive product innovation that is fun, functional, and emotionally engaging. With a strategic focus on long-term growth and global branding, MINISO is leveraging China’s supply chain and global IP alliances to position itself as the world’s leading IP design retail group for the future.