MINISO is a value-priced retailer that might be classified as a variety store, specializing in household and consumer goods that include cosmetics, stationery, toys and kitchenware. It was co-founded in 2013 by Japanese designer Junya Miyake and Chinese entrepreneur Ye Guo Fu, and is headquartered in Guangzhou, China. MINISO's signage and branding appears similar to that of fast-fashion Japanese chain UNIQLO, which opened its first Canadian store last fall.

In fact, MINISO says on its own website that it considers itself to be a competitor to UNIQLO, as well as Japanese retailer MUJI, which is also expanding into Canada with multiple store locations. Competition could become fierce — MINISO launches new products every seven days.