Miniso

Ye Guofu launched the first MINISO store in 2013 with a clear mission to make life better for young people through high-quality, affordable products. The brand quickly distinguished itself by partnering with major intellectual properties like Hello Kitty and Mickey Mouse to create stylish household goods and stationery at discount price points. This approach allowed the company to scale rapidly from a Chinese variety retailer into a global network spanning six continents.

The company operates over 7,000 locations worldwide while maintaining its headquarters in the Haizhu District of Guangzhou. In 2025, MINISO reported annual sales revenue reaching $2.45 billion as it expanded its footprint across Asia, Europe, Africa, North America, and South America. Beyond its main retail concept, the firm manages TOPTOY, a sub-brand dedicated to designer toys and blind boxes that appeals to collectors and toy enthusiasts. [edit]