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Daiso is a Japanese chain of 100-yen-style discount stores selling household goods, stationery, cosmetics, and food items at low fixed prices. Its aesthetic is utilitarian and minimal, centered on everyday functionality rather than fashion. The brand is associated with the Japanese discount retail culture of practical, affordable consumption.
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Daiso was founded in Hiroshima, Japan, in 1977 by the Daiso Sangyo company as a retailer of inexpensive general merchandise. The chain expanded across Japan and later internationally, operating stores in Asia, North America, Europe, and elsewhere. Daiso is a retail variety store rather than a fashion label, and it is not recognized as a fashion brand in fashion history.
