Miniso (simplified Chinese: 名创优品; traditional Chinese: 名創優品; pinyin: Míngchuàng Yōupǐn; Japanese Hepburn: Meisō Yūhin; stylized MINISO, メイソウ) is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware. Its headquarters are in Liwan District, Guangzhou under its Chinese holding company Aiyaya. In 2016, the company's sales revenue reached $1.5 billion. In March 2019, Miniso began a collaboration with Marvel Entertainment to sell its branded products.