marketing strategy of Miniso

Why did 100% Chinese Miniso go for Japanese-style branding?

China’s Miniso Group has apologised for promoting itself as a “Japanese-style” brand and said it would make changes across its stores to rectify this, becoming the latest retailer to respond to a surge in patriotism among Chinese shoppers.

August 23, 2022
August 23, 2022

Why did 100% Chinese Miniso go for Japanese-style branding?

China’s Miniso Group has apologised for promoting itself as a “Japanese-style” brand and said it would make changes across its stores to rectify this, becoming the latest retailer to respond to a surge in patriotism among Chinese shoppers.