While Miniso is a Chinese company, its products are heavily influenced by Japanese design.[1] Miniso's marketing strategy has been compared to Japanese retailers such as Muji and Uniqlo due to similarities in both store aesthetics, brand design, and inventory.[2][40] Because of its Japanese-influenced branding strategy, the company's products have been criticized as "made in China to look Japanese",[5][41] particularly when most of the company's stores are located in China, where people trust Japanese brands more than domestic offerings.[6] It has also been criticized for affixing grammatically incorrect Japanese-language labels to many products, a consequence of using Baidu Translate to produce Japanese language copy, as admitted by Miniso management.[3][7]