MINISO - A Global Retail Brand from Japan?
Retailer MINISO has seen growth with its strong brand image of high quality and affordable prices - typical of Japanese companies. MINISO, however, is from China.
At a glance
Country of Origin Image
Japan
Actual Country of Origin
China
Revenue
US$ 1.562 billion
as of 2022
Stores
5,296
as of September 2022
Abstract
MINISO, a Chinese retailer founded in 2013 by Ye Guofo and Miyake Junya, achieved global prominence by adopting a brand image inspired by Japanese aesthetics, known for minimalist design, quality, and affordability. This strategic use of the Country of Origin (COO) image capitalized on the favorable perception of Japanese products, enabling rapid expansion to over 5,000 stores worldwide by 2022. Collaborations with global brands like Marvel and Disney further solidified MINISO’s appeal to international consumers.
This case study examines the dual-edged nature of MINISO’s COO strategy, which faced backlash from patriotic Chinese consumers critical of its Japanese-inspired branding. In response, the company emphasized its Chinese roots while collaborating with global designers to redefine its brand narrative. By exploring these challenges, the case offers insights into the complexities of leveraging COO images, rebranding in a globalized market, and balancing cultural perceptions with sustainable brand growth.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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