MINISO, an international design brand, was founded in Tokyo in 2013 by Japanese designer Miyake Junya and young Chinese entrepreneur Ye Guofu. Miyake Junya is also the firm's Chief Designer. MINISO promotes "intelligent consumer products" globally. Faithful to a philosophy of "simplicity, nature and high quality" and to a brand proposal of "return to nature", MINISO wins the loyalty of its customers with essential elements of the brand, such as updating its offer every seven days, its good prices and its bet on the creation of networks of stores that bring its intelligent consumer products closer to the consumer. MINISO creates an intelligent and personalised shopping trend that is at the forefront of domestic consumption.