MINISO announced the opening of a new store in Seville, the capital city of Andalucía in southern Spain on August 26. The opening of the new location in Spain, the 36th in the country, is followed by the unveiling of the Oxford flagship store in the UK on August 27, then the franchise store opening in Sardinia on August 28, which is the brand's fifth store in Italy within just four months. The continued implementation of MINISO's strategy to ramp up store expansion in Europe came amid the industry-wide drop-off in consumer spending across the continent due to a resurgence of the COVID-19 pandemic. In August, WHO European Regionreported the updated number of coronavirus cases, adding yet another layer of uncertainty to the already depressed retail landscape. Despite the sprawling impact of the pandemic on the retail industry, MINISO, with its dedication to high-quality, unique designs and affordable prices, seized a renewed market opportunity by capturing the heart of young European customers who prefer a good and safe in-store shopping experience and better value for money For new stores opened during the pandemic, MINISO follows strict preventive measures, including social distancing, facial covering, and regular disinfection, to maintain a safe indoor shopping experience for consumers. Meanwhile, to boost sales and offset the negative business impact of the pandemic, not only did MINISO release new products with competitive prices but also launched online campaigns in partnership with Key Opinion Consumers (KOCs) and influencers on social media to increase the brand's engagement with young consumers. The company has established extensive cooperation with celebrities, influencers and KOCs as part of its global marketing strategy to attract more young people and identify potential customers.