On December 4th, Beijing Business Daily learned that Miniso announced a donation of 10 million yuan to establish the "Miniso Small Animal Protection Public Welfare Fund" project. Through professional, caring, and symbiotic public welfare concepts and actions, it will help build a good community ecology and a better way of life, and explore China's innovative development of public welfare with the younger generation. It is reported that the project was jointly initiated by Miniso and Beijing Aita Animal Protection Public Welfare Foundation. The full name of the project is "Beijing Aita Animal Protection Public Welfare Foundation · Miniso Small Animal Protection Public Welfare Fund". It is the highest amount project established by a single enterprise in the field of animal protection public welfare in China.
In recent years, with the gradual penetration of sustainable consumption concepts into people's hearts, environmental protection, pet care and other lifestyles have become important ways for young consumers to pursue trendy lifestyles. The establishment of this project is not only the continuation of MINISO's enthusiasm for social welfare and the practice of social responsibility, but also the active exploration and positive guidance of MINISO and young consumers towards new lifestyles.