MINISO is a Japanese-inspired global lifestyle brand founded in 2013 by Chinese entrepreneur Ye Guofu, conceived after his family vacation to Japan where he was inspired by Japanese stores specializing in quality, beautifully designed, and affordable products. The brand operates under its "Joy Philosophy" with the slogan "Life is for fun," committed to offering creatively designed, high-quality products at affordable prices to ensure people worldwide can enjoy a fulfilling and delightful life. Following the philosophy of "simplicity, nature and good quality," MINISO draws inspiration from minimalist Japanese aesthetics, with their design team collaborating with Japanese designers to incorporate elements of minimalism, simplicity, and attention to detail into every product.
MINISO operates on a "Three Highs and Three Lows" strategy: higher efficiency, technology adoption, and product quality, combined with low prices, costs, and profit margins, allowing them to maintain a steady stream of new, affordable products without compromising quality. The brand offers an extensive range across 10 main categories including lifestyle, home, health & beauty, accessories, sports & gifts, and electronics. Popular items include home lifestyle products like scented candles and kitchenware, cosmetics and beauty items with gentle formulations in attractive packaging, vibrant stationery collections, and electronics like portable fans and headphones. MINISO is renowned for strategic IP collaborations with over 100 franchises including Disney, Sanrio, Pokémon, Harry Potter, and Marvel, regularly introducing exclusive collectibles and blind box items.
What makes MINISO unique is their rapid product innovation cycle, introducing new products every seven days, and their experiential retail approach featuring bright, organized interiors with wide aisles, neatly curated shelves, and soothing color palettes that create engaging, sensory shopping experiences. The brand has won international recognition, with products like the Kendama Gel Pen and Round Foldable Lamp winning German iF Design Awards in 2019. At Westgate Mall Singapore (Level 2, #02/09), MINISO continues this tradition of accessible luxury, offering products at affordable price ranges while maintaining their commitment to bringing joy through thoughtfully designed everyday essentials that combine Japanese aesthetic sensibilities with global accessibility, making quality design available to everyone.