On September 30, it was reported that yesterday, the second Values Story Sharing Conference (MINI TALK) of MINISO Group concluded at the Guangzhou Tower Theater.

At the event, Ye Guofu, founder, chairman of the board, and chief executive officer of MINISO Group, attended once again in the role of "Happy Mentor."

This edition of the conference simultaneously unveiled a new volume of the "MINISO People" character story collection. The book closely aligns with the group's strategic layout of "multiple IPs, multiple categories, and globalization," and includes the true stories of 11 outstanding benchmark individuals. As an important achievement of the group's cultural construction, it will be officially published and distributed in the near future.

In his speech, Ye Guofu stated that cultural going global is the responsibility of this generation of Chinese brands. "We are in the business of bringing happiness to the whole world, and there is no reason we should not succeed." He emphasized that talent and corporate culture are MINISO's most precious assets, and that excellent culture will surely produce excellent results.

Last year, the first MINI TALK innovatively adopted a integrated format of "values speeches plus talk shows," placing employees as the core subjects of cultural expression and responding to the contemporary question of how corporate culture can stay close to young people and achieve vivid, concrete communication.

Entering its second edition, the event continues to advance in depth on this foundation, focusing on exploring practical paths for long-term operation of cultural activities, deep excavation of cultural connotations, and the transformation of cultural momentum into organizational capability and global consensus.

Since its launch, this values story sharing conference has attracted 130 employees from around the world to actively participate. After multiple rounds of selection and competition, 15 contestants stood out and took the stage in the global finals.

In the end, the champion of this edition's MINI TALK global finals was an IP business professional. From the perspective of an "IP agent," she told the story of IP in a humorous and youthful language. "What we are most proud of is that no matter what IP comes to MINISO, relying on our full-chain professional operations, it can always find the best way to be presented."

At the event, a preview was officially released for the new volume of the "MINISO People" benchmark story collection, which will be officially launched in November. Following the first work, the new volume continues to use real people as the core of its narrative, documenting MINISO people's struggles in diverse scenarios such as product research and development, operations management, overseas expansion, and channel breakthroughs, as they translate values into practical action.

Ye Guofu said that cultural going global is not only a development strategy for the company itself, but also a responsibility shared by Chinese brands in the new era. MINISO is anchored to its development vision of becoming a "globally leading IP operation platform," practicing its corporate mission of "born to bring happiness," using IP as a vehicle to tell China's story well and promote original Chinese IP onto the world stage.

And the confidence behind all of this comes precisely from every ordinary MINISO person. Every employee's faith, belief, and confidence are the deep foundation for cultural going global; every real story of struggle is a vivid footnote of Chinese brands moving toward the world.