Chinese Brand Miniso Is Sorry For Placing Itself As A Japanese Brand After Massive Backlash. Copy Kyu Kiya Re?

Chinese Brand Miniso Is Sorry For Placing Itself As A Japanese Brand After Massive Backlash. Copy Kyu Kiya Re?

One of China’s most popular variety store chains–Miniso has found a fan in every part of the world. The popularity of Miniso has risen over the past few years, followed by the launch of many knock-off labels that offer a similar service and style. But this new update isn’t sadly about the Chinese brand’s growing fame, but a topic of concern. Tangled between the conversations around cultural appropriation and appreciation, Miniso has been on the radar of many Chinese and Japanese consumers for its ‘Japanese branding.’ Yes, in the latest turn of events, the Chinese brand has finally accepted its “serious mistakes” of branding itself as a Japanese brand and loaning design elements from Japan-based brands–Uniqlo and Muji.

With an uncanny resemblance in its logo and colour scheme, the brand has been accused of serious allegations from Chinese consumers for placing itself as a Japanese name. Followed by criticism from its mother county, consumers also talked about the brand not adhering to its Chinese roots. Well, now the Miniso Group Holding has come clean with a statement that lends an apology for the same and clearing that it was due to a Japanese designer, who strategised the label’s branding since its year of launch. In the statement, the company also spoke about its sincere efforts of “de-Japanizing” every element of the brand, since 2019.

Also Read: Fashion Giant Zara Drags UK-Based House Of Zana Boutique To The Court Over Branding Issues

While the retail chain’s stores in homeland China have begun to rectify their mistakes, stores overseas are yet to take action. And as the conversation amongst Chinese and Japanese consumers over banning Miniso has contributed to an irregular buzz over the internet, it reignited when the Chinese brand’s Spanish store labelled its new line of products including a range of Disney Princess dolls dressed in Chinese cheongsam as Japanese geisha. This further led to the roar against the label’s Japanese mannerism. Issuing official apologies for the same, Miniso’s Instagram handles have assured its customers of bringing in the change and responsibly presenting its culture.

Ever since its launch in the early months of 2013, Miniso has only risen to fame. But it isn’t the first time that it has taken the tough spot. Previously, the Canada branch of the brand was accused of fraudulent dealings in the year 2018, and the overall name was also accused of copyright infringement and design theft. We think the label should take some serious efforts in rectifying its mistakes, because misrepresentation of culture isn’t cool.

Image Credits: Instagram

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Jasveen Kaur Sawhney

Jasveen Kaur is a fashion writer, and pyjama hoarder, who loves watching interviews of all kinds, and checking her Pinterest mood board every hour!

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