In 2021, as the global consumer market gradually recovered and young parents' requirements for the quality and design of baby products increased, Rita, a woman who is both a fashion designer and a new mother, noticed the vast opportunities hidden in the field of baby clothing and toys. Although many baby products are on the market, few can meet parents' safety, comfort, and creativity needs. Out of love for her baby and keen insight into market trends, Rita is determined to create a brand that can bring unique experiences to babies - Midasn. ​

In the early days of her business, Rita devoted herself to product research and development. To ensure the absolute safety and comfort of baby clothing, she traveled through major fabric markets and selected the top organic pure cotton fabrics. In terms of design, Rita combined the physiological characteristics of babies, abandoned complex decorations, and designed a variety of newborn onesies with simple lines and soft colors. She considered the baby's need to explore touch and sound in toy design and made a batch of soothing toys with different textures and smooth sounds. ​At a small maternal and infant product exchange meeting, a new father picked up a comfort toy from Midasn and shook it gently. The soft sound of the toy instantly attracted the attention of the surrounding babies, and they all reached out to touch it. This scene made Rita firmly believe that her direction was correct. With its careful design, Midasn received the first batch of good reviews in the local maternal and infant circle and slowly accumulated word of mouth. ​

As brand awareness slowly increased, Rita encountered many difficulties in 2022. On the one hand, repeated epidemics led to obstructions in the supply of raw materials, a sharp rise in prices, and a sharp increase in production costs. On the other hand, online sales competition has become increasingly fierce, and many old baby brands have occupied a large amount of traffic, making it challenging to promote Midasn's products. ​But Rita was not defeated by difficulties. She actively communicated with suppliers, sought long-term cooperation plans, and even went to the place of origin to investigate and directly establish cooperation with raw material suppliers to reduce costs.
Regarding marketing, Rita changed her strategy and no longer relied solely on online advertising. Instead, she actively cooperated with maternal and child stores in various places to hold offline experience activities. At an offline event, a mother shared: "My baby likes Midasn's clothes very much. They are soft and comfortable to wear, the design is also very considerate, and it is very convenient to change diapers." Such word-of-mouth communication gradually opened up the market for Midasn in surrounding cities. ​

In 2023, as consumers' environmental awareness increased, Rita incorporated environmental protection concepts into her products. She invested in developing degradable fabrics for baby clothing and upgraded toys with environmentally friendly water-based paint and recyclable plastics. In addition, to enhance the interactivity of the products, Rita launched the "Parent-Child Interactive Toy Set," which includes applicable baby building blocks and matching parent-child outfits. ​
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By 2024, Midasn had established a firm foothold in the domestic market, and Rita began to turn her attention to the international market. ​This year, Midasn successfully entered the markets of many countries and regions, such as Europe, America, and Asia, and its brand influence continued to expand. Rita also set up design studios overseas to better understand local needs and develop products suitable for different markets.​

Rita's ultimate vision in founding Midasn is to create a brand that transcends national boundaries and is full of love and warmth. She hopes that Midasn's products can become a close partner for babies worldwide in their growth journey and, through safe, comfortable, and creative baby clothing and toys, stimulate babies' desire for exploration and imagination and accompany them through a wonderful childhood. Rita's ultimate goal is to make Midasn a world-renowned baby brand, to deliver the care and quality of the brand to every corner of the world, and to contribute to the healthy growth of babies worldwide.