How a Chinese retailer used Japanese aesthetics to build a global empire
In short: MINISO rose from a single Guangzhou pilot store in 2013 to a global giant. By leveraging high-profile intellectual properties and a distinct Japanese-inspired branding strategy, the company transformed from a local variety store into a multi-billion dollar international powerhouse with thousands of locations.
Founded by Ye Guofu in 2013, MINISO initially operated under the name Aiyaya before adopting a Japanese-influenced branding strategy. This aesthetic approach—which includes its katakana logo—was designed to evoke Japanese trends, a method shared by other Chinese retailers like Mumuso and Ximivogue. However, this strategy has not been without friction; media outlets have questioned the existence of the Japanese designer MINISO claimed to collaborate with, and the company faced plagiarism controversies for its similarity to brands like Muji and Uniqlo.
In August 2022, MINISO officially pivoted, apologizing for its brand positioning and admitting it is a 'proud Chinese brand through and through.' The company committed to removing Japanese-inspired elements, such as its katakana logo, by March 2023. This shift coincided with a new strategy focused on 'IP-powered' flagship stores. By partnering with over 100 intellectual properties—including Disney, Sanrio, Barbie, and Pokémon—MINISO has launched more than 10,000 themed stock keeping units (SKUs).
The company's scale is immense. As of 2025, its sales revenue reached $2.45 billion. Its global footprint includes over 7,000 stores, including 6,868 MINISO locations across Asia, Europe, Oceania, Africa, North America, and South America. The company also operates TOPTOY, a designer toy brand. While the brand has seen massive success, it has also faced localized setbacks, such as entering administration in Australia and ceasing operations in the Republic of Ireland in May 2024.
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- Summary by Intellect · source: MINISO
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