MINISO will donate RMB10 million for various pet protection public welfare projects, including legal education, scientific rescue of stray animals, youth education and advocacy, and targeted training of search and rescue dogs. This donation represents the highest amount contributed by a single enterprise in the field of companion animal protection in China.
"Hey, Don't Call Me Village Dog" Public Welfare Campaign
In March 2025, MINISO launched the "Hey, Don't Call Me Village Dog" public welfare campaign to speak up for Chinese native dogs. Subway light boxes and commercial area screens in Shanghai and Guangzhou conveyed the campaign concept, with many stores setting up public welfare zones and special adoption events for native dogs simultaneously held in eleven cities, achieving a total of 130 million exposures and over 2.53 million interactions, with donations exceeding RMB230,000.
"From Strays to Heroes – Give us a Lift" Scientific Rescue Public Welfare Project Site
In October 2025, MINISO launched the "From Strays to Heroes – Give us a Lift" scientific rescue public welfare project, helping stray dogs transform into rescue dogs. We carried out promotional activities in business districts, subways, and stores in five major cities including Beijing and Shanghai. The initiative achieved over 56 million total exposures, with 1.35 million person-times of public engagements. Two potential stray dogs entered professional institutions for training. The project also received spontaneous endorsement from Shenzhen's cultural and tourism authorities, building a bridge between stray dogs and social rescue.
Stray Cat Assistance Project
During the Reporting Period, we donated a cumulative total of 1 ton of cat food to stray cats in Liuhua Lake Park, Yuexiu District, Guangzhou. We also assisted the park in completing the sterilization of 126 stray cats, striving to build a harmonious community environment for humans and pets.
"From Strays to Heroes – Give us a Lift" Scientific Rescue Public Welfare Project Site
In October 2025, MINISO launched the "From Strays to Heroes – Give us a Lift" scientific rescue public welfare project, helping stray dogs transform into rescue dogs. We carried out promotional activities in business districts, subways, and stores in five major cities including Beijing and Shanghai. The initiative achieved over 56 million total exposures, with 1.35 million person-times of public engagements. Two potential stray dogs entered professional institutions for training. The project also received spontaneous endorsement from Shenzhen's cultural and tourism authorities, building a bridge between stray dogs and social rescue.
Stray Cat Assistance Project
During the Reporting Period, we donated a cumulative total of 1 ton of cat food to stray cats in Liuhua Lake Park, Yuexiu District, Guangzhou. We also assisted the park in completing the sterilization of 126 stray cats, striving to build a harmonious community environment for humans and pets.
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