Chinese brand “pretending to be a guest”, have you heard Mumuso from “from South Korea”?

Picture source: Visual China

MINISO (Mingchuang Youpin), which was installed as a foreign guest, announced in January this year that the number of global stores exceeded 2,600, spreading over 60 countries.


However, it is estimated that even his founder Ye Guofu did not expect that when MINISO expanded at a high speed overseas, he encountered the “Fun Xi Xi” -style problem.

In Vietnam, Vivo City, a large shopping mall in southern Ho Chi Minh City, a shop named Mumuso is extremely popular and long line. In less than half a year, Mumuso has opened 32 stores in Vietnam

Beginning in 2016, affordable department stores from South Korea and Japan have sprung up one by one in Vietnam. There are countless miniso, Mumuso, mini good … The Philippines that looked at the sea across the sea, reporters discovered the same hot Yoyoso.

On July 12, South Korea’s most influential media “North Korea Daily” reported that some Chinese companies sold goods in Southeast Asia “disguised as Korean companies”. According to the Korean Trade Revitalization Commune, more than 70 companies including MUMUSO and MINI Good.


Obviously, foreign consumers who do not know the truth are deeply troubled. Is MINISO, Mumuso, and Yoyoso a Chinese product?

In recent years, mobile phone brands such as Huawei, OPPO, and vivo have harvested many foreign consumers. The overseas image made in China has gradually improved; however, MINISO has become popular overseas and is newly questioned Chinese products in local social media.

“Backdoor goes out of sea”

Mumuso in a store in Ho Chi Minh City, Vietnam, from Mumuso Vietnamese website

(Mumuso’s website introduction, “hàn queốc” means South Korea)

According to Mumuso’s Vietnamese website, it comes from South Korea and represents South Korea’s simple, fashionable and healthy lifestyle. For a long time, local consumers in Vietnam also thought so.

Although the routine is not new, the affordable fast -moving consumer department store ignite the local people’s shopping enthusiasm and attract more similar brands to the ground. Buy a set of toothbrushes for 10 yuan, buy a charging cable for 12 pieces, and buy a Bluetooth mouse in thirty pieces. They are satisfied with the “Korean goods” and “Japanese goods”.

Until the Koreans came out to “counterfeit”.

On July 12, South Korea’s most influential media “North Korea Daily” reported that some Chinese companies sold goods in Southeast Asia “disguised as Korean companies”.


On Mumuso’s product label, you can see the word “Mumuso-KOREA”.

But if you look closely at all the instructions, you will find that its real origin is actually China.

Its Chinese name is “Hibiscus Life”. It was established in Shanghai in 2014. It opened the first store in Qingdao in December of that year. In March 2016, he entered the first overseas market Philippines. Since then, its cyclone -like overseas expansion has begun.

(Global layout of hibiscus life, the screenshot comes from its website)


According to its website, it has opened stores in more than 20 countries and regions including Southeast Asia, Australia, the Middle East, Canada, and Russia. It is expected that by 2020, the number of stores will reach 3,500.

Mumuso’s popular overseas news came back to South Korea, and the Koreans were aggressive. According to South Korea’s SBS news report, Mumuso has never heard of it in South Korea and has not set up any office or store.

During the cusp, Mumuso’s Vietnamese staff was forced to explain.

The representative of Mumuso Vietnam said at the press conference, saying that

The company registered its own brand in the Korean Intellectual Property Office and set up branches in Shanghai, China. This branch in Shanghai was designated as the company’s headquarters.

The South Korean Intellectual Property Office also confirmed that Mumuso did register in South Korea in 2014, but there was no business in South Korea.

(Picture from

Vietnamese representatives said that the company’s office was relocated in August 2017 due to “some objective reasons”, but did not further explain the reason. They added that the parent company has authorized the Chinese company to operate all business activities as the headquarters, and the brand is currently conducting business in Vietnam in a franchise.


Mumuso Vietnamese manager Nham PHI Khanh explained that the reason why the so -called “motherland” did not open any stores because of market competition, which was part of the “stronger overseas brand” business strategy of “stronger overseas brands”. He acknowledged that the products sold by Mumuso have never conducted a quality inspection in South Korea and exported directly from China to Mumuso stores around the world.

But Khanh insisted that Mumuso’s products were qualified. He said, “Our products are in line with the standards and regulations formulated by the Food Safety and Health Department of the Vietnamese Pharmaceutical Supervision Bureau and the Ministry of Health.”

But paradoxical is that on the Chinese website of hibiscus life, it did not mention any information related to “South Korea”. The introduction of the brand development process was to go overseas after the establishment of China. Just behind the name Mumuso, there is an unknown “KR” logo.

“Foreign guests” courtesy


Putting a guest, it is not the first of Mumuso.

The most famous “Kaishan originator” in this model is another ten yuan stores everywhere in China.

According to the introduction of Mingchuang Youpin website, it was founded in 2013. It was founded by Japanese designer Miyazun and Ye Guofu. It has now expanded to more than 60 countries around the world and opened more than 2,600 stores. Over $ 1.8 billion.

(The distribution of Global stores of Mingchuang Youpin, the screenshot comes from its website)

Like the hibiscus life, the famous shop decoration and product label of the famous Chuangyou are also a strong “Japanese style”. Even the names only use English, Japanese, and traditional Chinese characters, emphasizing that they are “from Japan”.

Even its LOGO design is quite similar to the Japanese brand Uniqlo, which has been in China as early as China.

Its rapid expansion in China has caused widespread doubt.

A 90%of the products are made in China (Ye Guofu acknowledged in interviews) and 90%of stores are in China (only four stores in Japan). Can it really be called “from Japan”?

Because the goods sold are highly heavy with the appearance of major brands, they also preach the source of “100 % import”, and the famous and innocent products have also been inspected by the industrial and commercial department of Guangdong Province.

(Compared with Avene spray)

But everything can’t stop the rapid expansion of famous and innocent products in China, and quickly move towards the world. Relying on the name “Japan Fast Fashion Designer Brand”, it also successfully allows people from all over the world to use “Japanese goods”.

(Ye Guofu and Sanhai Shun are also in Singapore stores)

The founder Ye Guofu also “mother -in -law is expensive” and became a new retail business mentor. In August 2017, he questioned the new retail concept of Ma Yun’s “online+offline” in public, saying that the core of the new retail is the product. Say.

Although it is famous for the famous and famous, he is not famous.

In the era of the Internet, Ye Guofu founded the “Oh” jewelry chain brand in 1999, and once developed more than 1,000 stores across the country.

In 2013, the famous Chuang Youpin was introduced by the Seman Fund and Guangdong Paoyang Investment Management Co., Ltd., and both companies were under the name of Ye Guofu. Several suppliers of Mingchuang Youpin have also been sold in the products produced. As soon as it changed, we put on a foreign hat, and successfully entered the international market.


“What is the next? Susumo?”

Overseas, Japanese and South Korean companies have always been known for high -quality, while Chinese products are often linked to fakes.

However, the overseas image made by China is changing significantly. Taking India as an example, in the 2G era, the cottage produced by Huaqiangbei has almost monopolized the Indian rural market. However, after Vivo, OPPO and other brand phones entered India, the outstanding cost performance quickly changed Indians’ awareness of Chinese mobile phones.


However, in the fast consumer goods industry, Chinese local companies did not hesitate to put on Japanese and Korean companies’ coats, selling goods produced by Guangzhou and Yiwu to the world to make money for others.

With the positioning of young and fashionable positions, affordable and quality products, they have captured the love of a group of young people overseas. They pretended to be careful and successfully deceived some people, and occasionally they were seen by the locals.


Maan is a young mother who lives in the third largest city in the Philippines. She often writes blogs in my spare time to record her life, children’s school and shopping experience.

In August 2017, MINISO opened a store in SM City Mall in Davo, and she immediately experienced it. She mentioned in the blog post that MINISO is smaller than Daiso, a brand of 10 yuan store in Japan, which makes her a little disappointment, but the category is more complete. You can also buy charging treasures and LED lights and Bluetooth headphones.

(Maan blog screenshot)

In the end, she bought a set of children’s toothbrushes and 99 pesos (about 12.7 yuan) of three children’s toothbrushes and 99 pesos (about 12.7 yuan) of a Bluetooth mouse of 299 peso (about 38.4 yuan). Comb, 199 peso (about 25.5 yuan) car charger, 99 peso (about 12.7 yuan) of USB cables, and three pens of 99 pesos (about 12.7 yuan).


She praised MINISO’s product quality, saying that some things made her think of Uniqlo, and some small tools could not be bought in other ten yuan stores. And the disadvantage of the United States is that the shop clerk’s attitude is not very good. His mother bought a shaver and could not be used before. Later, it took a long time to refund it.

Two weeks later, she went to Mumuso store in the Abreeza Mall mall. “It comes from South Korea and is a choice outside of Japanese goods. I like Korean things.” She wrote.

She found that Mumuso’s products are softer than MINISO and other Japanese brands. Although the stationery does not have many miniso, there are many toys and glassware to choose from. In the end, she spent 199 pesos (about 25.5 yuan) to buy a box of 25 yuan wet towel.


In November 2017, a Shimon Shop named YOYOSO appeared in the second largest city in the Philippines. It was expected that it was a domestic product. The company was registered in Yiwu. Dressed as a Korean shop yourself.

(YOYOSO’s store in the Philippines)

In the local forum, some people asked: MINISO and YOYOSO, which one do you prefer?


Some netizens teased, what is the next? Susumo?

(Forum screenshot)

Several netizens commented, “Miniso is a Chinese company, so be careful to use their cosmetics.” “They are all in China, so there may be no difference.”


Three netizens commented that they prefer Japanese MUJI.


There is also a netizen to make the truth: “I don’t like Miniso to learn Youya, and they are plagiarized from packaging to red box logo. A Chinese company tries to disguise it as a Japanese company, damage the reputation of the store, and make them cheaper.”

[Titanium Media Author Introduction: Text/Zhou Xin, which was originally created in this article on Zhixiang WeChat public account (ID: PassageGroup)., witnessing the globalization of Chinese technology companies. For more science and technology news, please pay attention to the public account of .

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(Picture from

(Maan blog screenshot)

(Forum screenshot)

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