Miniso has been criticized as a "copycat" for sharing an aesthetic similarity to other Japanese variety stores such as Uniqlo, Muji and Daiso, as well as for being a Chinese retailer that markets itself as Japanese.[7][8][9][10] Even so, Miniso has expanded outside of the Chinese market and operates 1,800 stores in Asia, Europe, Oceania, Africa, North America, and South America.[11]