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MINISO's Commitment to Sustainability and Community Development

Global lifestyle brand MINISO has recently published its 2024 ESG (Environment, Society, and Governance) Report, highlighting its proactive approach to sustainability, employee welfare, and community engagement. The report emphasizes how MINISO aims to foster brighter futures through various initiatives, ranging from corporate philanthropy to innovative sustainability practices, establishing the brand as an industry leader.

Strong Performance in ESG Ratings

MINISO's efforts have been recognized in various authoritative ESG ratings, where it achieved an impressive AA rating from both MSCI and Wind ESG for the second consecutive year. The MSCI rating, which considers factors such as corporate behavior and labor management, indicates MINISO’s dedication to maintaining high governance standards while continuously improving its ESG performance. This accolade marks the third year of improvement in its MSCI ranking, reflecting its commitment to ethical business practices and social responsibility.

Ye Guofu, the Chairman and CEO of MINISO, stated, “We consistently uphold the highest governance standards and regularly review initiatives while integrating ESG principles into all aspects of our operations to create long-term, sustainable value for society.” This vision underlines the brand’s commitment to both its workforce and the wider community.

Employee Welfare: Setting Industry Standards

Talent is key to MINISO's success, and the company places great emphasis on cultivating a diverse and inclusive workplace. As of December 31, 2024, MINISO employed 7,003 full-time staff globally, with a significant 60.8% based outside of China. The brand actively promotes diversity in its employee demographics, with female representation standing at 65%. Furthermore, MINISO’s initiatives in employee management have led it to be recognized as a top employer, receiving accolades such as “2024 Forbes China Best Employer” and the “2024 DEI Employer Award.”

Among the unique employee welfare programs initiated by MINISO, a budget of RMB10 million has been allocated for marriage and childbirth rewards, with nearly RMB2 million already distributed by March 2025. The company even organized its first group wedding ceremony to celebrate and support its employees, demonstrating its commitment to fostering a family-friendly work environment.

Community Engagement and Philanthropy

MINISO strives to spread happiness through its “Joy Philosophy,” integrating social responsibility at the core of its corporate practices. The brand’s public welfare projects focus on five key themes: children, women, critical illnesses, disasters, and pets. A noteworthy initiative is the MINISO Pet Protection Foundation, which collaborated with the Beijing Loving Animal Protection Public Welfare Foundation to fund operations aimed at protecting stray animals. The program has successfully adopted numerous pets into loving homes and conducted thousands of sterilizations.

Other impactful projects include the “Red Power” campaign, providing sanitary products and educational resources to underprivileged students, and the “Happy Reading for Children's Dreams” initiative, which has supplied thousands of books to children in need. MINISO’s international outreach has also extended to providing support and essential supplies to communities suffering from natural disasters across countries such as Malaysia, Ecuador, and Bolivia.

Pioneering Environmental Sustainability

Sustainability is woven into every aspect of MINISO’s operations. The brand is committed to innovative product development with a focus on sustainable materials. In recent years, MINISO has manufactured 26 SKUs of Tritan plastic cups and has replaced disposable plastics with paper-based alternatives in 37 SKUs, along with developing biodegradable products certified by the Green Alliance. Additionally, over 90% of cardboard used for packaging is recycled across their Chinese outlets.

To combat climate change, MINISO is implementing future scenario models based on guidelines from the Intergovernmental Panel on Climate Change (IPCC), enabling the company to enhance its ability to assess and manage climate-related risks and opportunities effectively. Looking towards the future, MINISO plans to expand its range of eco-products across various categories, ensuring that sustainability remains a focal point.

Conclusion

With its 2024 ESG report, MINISO has reaffirmed its position as a pioneer in sustainable practices and social responsibility within the retail industry. By prioritizing employee welfare, engaging in community-focused initiatives, and striving for environmental sustainability, MINISO is not just shaping a successful brand, but also contributing positively to society at large. As it moves forward, the company continues to commit to innovative, sustainable practices that benefit both the planet and its people.