In 2015, I had discovered Miniso. At that time it was smaller in business with one or two stores in the Beijing Road Pedestrian Street. It was even shady as suspicions arose of Miniso being a fake company with a fake address in Japan as covered by RocketNews24. On the old posts covering Miniso, there were some negative comments as to calling it "shit quality products" and "a knockoff". Even to this day, the Miniso website had not been updated much and still is written in broken English, but what is it that made this now chain store such a huge success in China?