China News Service, August 11 (Zuo Yuqing) "MINISO can't tell the difference between Chinese cheongsam and Japanese geisha costumes?"

　　On the evening of the 9th, MINISO issued an apology statement, apologizing for the translation of Chinese cheongsam dolls as "Japanese geisha" on its overseas account.

Turn the cheongsam doll into a "Japanese geisha"

　　"Come on! Your favorite Disney princess in a geisha costume!"

　　On July 25, MINISO's Spanish Instagram account posted a post titled "Princess Series Doll Blind Box". In this post, the Chinese cheongsam that the doll was clearly wearing was called a geisha costume by MINISO.

　　In the comments of the post, many foreign netizens pointed out the mistake: "Geisha is not dressed like this, these clothes are typical of Chinese culture." "The geisha are Japanese, and they obviously wear Chinese dress cheongsam, how can they do this? kind of mistake?" 

Netizens pointed out that MINISO's Spanish Instagram account refers to the Chinese cheongsam as a geisha costume.

Screenshot from Weibo.

　　However, the MINISO Spain Instagram account only responded with a smile.

Foreign netizens corrected MINISO's mistakes, but MINISO only responded with a smile.

Screenshot from Weibo.

　　In this regard, MINISO issued an apology statement on the evening of the 9th, saying that the error was due to a translation error. After receiving feedback from netizens, MINISO headquarters immediately asked the Spanish agency team to delete the post, and to local The social media agency operator took punitive measures and immediately terminated the partnership.

　　"We sincerely apologize for the informational error in publishing product content on overseas social media, and for the emotional harm this work error has caused to the majority of netizens."

Chinese brands with Japanese labels

　　In the apology statement, MINISO stated: "MINISO, as a globalized Chinese retail company, has the responsibility to deliver Chinese culture to global consumers."

　　However, many netizens responded to this: "So this is a Chinese brand?"

　　According to the official website of MINISO, in 2013, when Ye Guofu, the founder of the brand, traveled to Japan with his family, he obtained business inspiration from the local household specialty store, and relied on the product development experience he accumulated in the past when operating fashion chain brands. , supply chain and channel resources, and established a "good life collection store" - MINISO in Guangzhou, China.

　　As of 2022, MINISO has entered 100 countries and regions around the world, and has more than 5,000 stores worldwide, covering the core business districts of New York, Los Angeles, Paris, London, Dubai, Sydney, Istanbul and other cities.

MINISO's logo and Uniqlo's logo.

　　MINISO, which has become popular with its minimalist Japanese style, has successfully landed on the New York Stock Exchange in 2020, but it is also "ridden" by public opinion: the design style is a copycat "MUJI", and its brand positioning hits the face of "Daiso". , its LOGO resembling "Uniqlo" has also been complained by many netizens: "Sell Guangdong goods under the Japanese name?"

　　Regarding the overturn of MINISO's overseas promotion, some netizens speculated whether it was because the local social media agency operating agency in Spain did not understand the cultural differences between China and Japan, but some netizens pointed out: "It is MINISO that promotes itself as a Japanese company, The Spanish side naturally thinks that it is a kimono geisha, after all, there is a problem with the corporate culture.”

　　What do you think of it?

(Zhongxin Finance)