Date
27 May 2017
At a Miniso store in Tseung Kwan O, product descriptions are in simplified Chinese, instead of traditional Chinese. Photo: Facebook
At a Miniso store in Tseung Kwan O, product descriptions are in simplified Chinese, instead of traditional Chinese. Photo: Facebook

Chinese-funded Miniso slammed for using simplified Chinese in HK

A retail chain funded by a Chinese consortium recently faced criticism from netizens for using simplified Chinese characters in its Hong Kong stores.

Netizens point out that Miniso presents itself as a Japanese brand, even hiring Japanese designers and models to project the image, but forgot to use traditional Chinese in product descriptions for its Hong Kong branches.

Some of them are calling for a boycott of the chain store’s products.

The retailer, which uses a logo very similar to that of the Japanese apparel company Uniqlo, sells a wide variety of household and consumer goods, following the business model of another Japanese brand, Muji, which is popular in Hong Kong.

The brand was introduced by a Chinese consortium in Guangzhou in 2013 and has expanded rapidly in China since then, according to the company’s website.

As of last year, it has 373 stores across the country.

It has also opened stores in Kwun Tong, Yuen Long, Tuen Wan, Mong Kok and Tseung Kwan O.

According to its website, Miniso positions itself as a low-priced Japanese brand. It was registered in Japanand established its headquarters in Tokyo.

On a Facebook page, Tseung Kwan Focus, a netizen said whatever Miniso may want to pretend to be, it remains a Chinese brand. 

[Tseung Kwan Focus's Facebook account]

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CH/JP/CG

Miniso’s logo (right) looks like that of the Japanese brand Uniqlo (left). Photos: Miniso, Uniqlo


EJ Insight intern reporter

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