Miniso (simplified Chinese: 名创优品; traditional Chinese: 名創優品; pinyin: Míngchuàng Yōupǐn; Hepburn: Meisō Yūhin; stylized MINISO) is a Chinese[1] low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware.[3] The company is headquartered in Guangzhou, Guangdong[4] under their Chinese holding company Aiyaya.[4] In 2016, the company's sales revenue reached $1.5 billion.[5] In March 2019, Miniso began a collaboration with Marvel Entertainment to sell its branded products.[6]