Muji Art Villa is among the minsu hotels near the ancient water town of Wuzhen in Zhejiang province. [Photo by Alywin Chew/China Daily]

Zhao, who was born in Jiangsu province, conceded that starting a minsu was never one of her life goals. Before starting this business, she worked in the real estate industry. After marrying a Tongxiang native she moved to the city with him in 2008.

Zhao says the idea to enter the hospitality business was born when she and her husband, both of whom are avid travelers, visited Lijiang in Yunnan province, a few years ago. The couple were so charmed by the themed guesthouse they stayed in that they decided to explore the possibility of starting their own.

While all the 19 rooms in the Muji minsu are distinctively colorful, they are nonetheless different from one another in terms of decor. One of the key highlights in each room is the ceiling lamp. In one room, the lamp looks akin to a crown of feathers. In another, the lamp is made up of three bulbs shaped like eggs that seem to be perched in a nest.

"The colors we chose for the rooms are more vibrant because we want to invoke joy. We want guests to have fun while they stay here," says Liu.

Zhao says that she is currently working with Chinese travel information provider Qunar to promote her business, which only began operations in October. But the two owners are already thinking long-term－Zhao plans to open another four or five minsu businesses in Tongxiang within the next few years.