Over the past few years Japanese retailers such as UNIQLO and MUJI have conquered foreign markets, opening shops in cities such as Paris, Berlin or New York and becoming household names in several countries. But the success of their business model seems to have inspired people with dubious intentions. As the website Daliulian recently showed, a new chain called MINISO, which claims to be a Japanese company selling ‘100% Japanese products’, seems to be nothing more than a knock-off of UNIQLO, MUJI and Daiso, copying their logos, names and even the layout of their stores. The company’s webpage proudly announces – in terrible English – that “ MINISO is a fast fashion designer brand of Japan. Headquartered in Tokyo Japan, Japanese young designer Miyake Jyunya is founder as well as the chief designer of MINISO, a pioneer in global 'Fashion & Casual Superior Products' field. ” According to the company’s homepage, MINISO advocates the philosophy of a simple,