Making the Japanese-Brand from China:

Abstract

MINISO is a rapidly growing company which was established in Tokyo in 2013. Although it has the concept of a Japan-based designer brand, it is basically a Chinese company. MINISO has opened over 3,500 stores in 79 countries worldwide, with sales reaching USD 2.5 billion in 2018. This paper focuses on the process of how this brand was made.

Keywords

• low-priced shop
• business model
• overseas expansion