Brand Profile

MINISO is an innovative  lifestyle and design-led product retailer, offering high quality household goods, cosmetics and food at affordable prices. Founded by CEO Ye Guofu, MINISO has opened more than 4,200 stores in over 80 countries and regions since 2013, including the US, UK, Canada, Australia, Spain, UAE, India, and Mexico.

Sticking to the life philosophy of “simplicity, nature and good quality” and the brand proposition of “returning to nature”, MINISO focuses on life supplies with aesthetic beauty. With the core values of excellent product design, value for money and comfortable shopping experience, MINISO gains popularity among consumers, which sets the personalized consumer trend in the household market.

MINISO advocates the philosophy of quality life and in the brand spirit of “respecting consumers”, dedicates itself to providing customers with products of “high quality, competitive price and creativity”. MINISO earns love from the major consumers aged from 18 to 35 due to its simple and quality features and keeping pace with consumption trend.

MINISO established a new type of life aesthetic collection store, which has become the main force in the department stores and shopping malls along with catering, fast fashion clothing and entertainment. It strives to provide consumers with smarter, simpler and  attractive products, so that consumers can experience relaxed and happy lifestyles when shopping.

Taking product structure and management as its priority, MINISO insists on selecting the best materials from all over the world. 80% of the design is from Japan, Korea, Sweden, Denmark, Singapore, Malaysia and China. While pursuing high quality and intelligent technology, MINISO also attaches great importance to consumers’ shopping experience and devotes itself to creating a culture of quality service, so as to convey such features as health, leisure, quality and creativity through shopping experience.


Brand Philosophy

The nature in which human beings live has magical power. We enjoy what nature gives us, we learn and create from her.

As a result  of this we pursue a simple & natural life philosophy, design and manufacture excellent goods at honest prices, taking into account  the  earths resources, environment, recycling and other issues, and thus truly return to nature which is captured in the essence of product.

MINISO is not only a brand, but also a way of life. It does not emphasize the so-called fashion or personality, and would not consider that popular brands should be raised their value. On the contrary, MINISO stands on consumers’ point of view when developing products, which is - back to the essence, and returning to nature.

MINISO enriches our lives with a wide range of products at reasonable prices. It is like a compass, pointing to the "basic" and " natural" directions by providing simple and natural products.


What MINISO stands for

The establishment of MINISO is the creation of a brand new lifestyle. It does not deliberately emphasize the so-called fashion or personality, but offers good quality and unique products to consumers. At the same time, MINISO will only offer exceptional value for money.., It also  focuses on consumers  needs when developing products, which is - back to the essence, and returning to the nature, making its products more fashionable, more reliable with lower prices. MINISO enriches our lives with a wide range of products at reasonable prices, thus it becomes a new and fashionable lifestyle.


The MINISO bag

The design of MINISO's Logo is about the image of a shopping bag, which is simple but fashionable. It also emphasizes the  spirit  of consumption,  and has  strong identification and is memorable.


MINISO to make you smile

The combination of Logo name and graphic portfolio is an expression of  “a smile and service" to consumers and advocates that "happiness is the best" life attitude. Let's face life happily and enjoy what we have in life!

The Miniso Designer Team - it’s what makes our products special




Permafrost is a Norwegian design studio founded by four industrial designs: Andreas Murray, Eivind Halseth, Oskar Johansen and Tore Vinje Brustad. We all graduated from the Oslo School of Architecture. Our design philosophy is all about creating consumer products that are user friendly, simple and safe, with just enough personality to make them stand out. We believe this philosophy can be applied to almost any kind of product. Permafrost X MINISO collection is sold exclusively through MINISO’s stores across Asia.




Industrial designer Philip Bro Ludvigsen graduated from Denmark college of arts and crafts, and since then, he has already started to run his business, Philip Bro ®, in a very short period of time, he has designed a vast number of impressive products in a multidisciplinary field, from large to small candlestick in auditorium. He had previously worked with George Gerson to design a stainless steel credit card clip.




Helsinki based Pentagon Design is a holistic conception agency. We focus on refining products, services and environments people use every day. We contribute towards building a better future through sustainable growth and design. Our integrated approach has made us one of the leading Nordic design consultancies, and our work has been recognized with prizes such as the iF Product Design, red dot, and Design Plus awards. In year 2012 Pentagon Design was awarded the State Prize for Design.




We combine the best elements of customer understanding and creative design. Aivan is one of the leading and most versatile Nordic design agencies. Our team of multi-disciplinary designers, engineers and business developers have extensive experience from hundreds of successful brand and product development projects.




Javier Moreno Industrial Designer, Creative Director and consultant | CEO at Bambú Studio. “Design should be something that matters. To date, everything is becoming immaterial and increasingly virtual,but our lives are inseparable from our material needs, hence designs have to be functionally fit for their purposes and also aesthetically pleasing. I like being meticulous and in the design process I try to get the most out of everything by employing the least resources.”




Sander Lucas and Marijke Lucas are both graduates from Design AcademyEindhoven. Sander works for his own collection, designs and exhibitions (for i.e. Design Academy Eindhoven and the Technical University of Eindhoven) and coaches student designer. Marijke was a senior graphic designer at ELLE Decoration for a considerable period of time:‘Although I loved my job, at the end of 2012 I felt it was time for a change, so I decided to start a new business with my favorite designer Sander Lucas, who also happened to be my husband.




BOUD We design what you need. We design that is easy, clear and witty. Focus on the core functionality and implement a clear design. We design witty with unexpected material or creative thinking. We are a design studio based on SEOUL




found/Founded is a design studio based in Seoul. Our work includes product design, graphic design, identities, publications, exhibitions, packaging, and UX. We suggest design products that can contain reasonable strategy and sentimental values through the diverse views and expansion of the thoughts which arise from blending different areas of design.




Lightree gives a little fun to daily life. That little fun also makes our life cozy, beautiful and comfortable.


Life Studio


Life Studio introduction: in September 2011, the institute of industrial design officially introduced its studio training course, with 7 industrial design directions and workshops, and the lifestyle design studio was one of them.




ZAN DESIGN adheres to the design philosophy of "believing that good DESIGN doesn't necessarily change lives, but bad DESIGN can ruin the fun of life.", and constantly explores the boundaries of design. It is believed that good design should not be limited to functionality. Good design is the presentation of design ideas and lifestyle, satisfying people's life.




Located in Shanghai, Hoii design is an integrated design firm, providing clients with a wide range of design services, including commercial space design, brand recognition system design, installation art, furniture and product design. We take "how to design", "why to design" and "what if" as the design starting points, and through the research of market, cultural background and materials, we combine multiple design methods to create unique design scheme for customers. The core members of the team are from Central Saint Martins College of Art and Design, and have won the German Red Dot Design Award. They have worked on projects that have displayed at world-class exhibitions, including London Design Week and the Cologne Furniture Fair, etc.




KAIQI HUANG is a young designer. With passion and curiosity for life, she hopes to incorporate her insights and perceptions into her works. She focuses on the impact and renewal of people's lifestyle changes on products, hoping to make products that keep pace with the times and are full of vitality, which can bring people a pleasant experience or profound thinking.