MINISO's business philosophy is "Joy Philosophy". The company is committed to offering creatively designed, high-quality products at affordable prices, ensuring people worldwide can enjoy a fulfilling and delightful life. Guided by consumer insights and global market trends, Mr. Guofu Ye introduced the pioneering concept of "interest-driven consumption", continuously innovating and upgrading the value pursuit of maximizing value for money.

In recent years, MINISO has excelled in the "interest-driven consumption" category by empowering product innovation through IP collaborations, exceptional design, and cutting-edge technology. It has partnered with over 100 globally renowned IPs, including Harry Potter, Disney, Sanrio, Barbie, and Marvel, launching trendy products that are aesthetically pleasing, fun, and practical. These collaborations resonate with the material and emotional aspirations of a youthful global audience.