If you own a Xiaomi smartphone (or a Redmi/POCO brand), you’ve probably noticed a strange package called com.mfashiongallery.emag on your installed app list. It doesn’t show up on the menu, doesn’t have a shortcut, but it does appear periodically in Task Manager or system logs. What is it? Why is it installed on your device without your knowledge? And most importantly, should it be removed to free up memory and protect privacy?
In this article, we’ve done an in-depth analysis of com.mfashiongallery.emag, examining its origin, functionality and impact on Xiaomi performance, whether it’s a virus or spyware application, how it interacts with other MIUI services, and the risks of removing it, and we’ll give you a step-by-step guide for those who decide to get rid of it — taking into account all the nuances of the firmware and the possible consequences.
Spoiler: It's not a critical system utility, it's not a harmless junk, and it's behavior depends on the region of the firmware, the version of MIUI, even the model of the smartphone, and then the details with the technical details and the expert conclusions.
What is com.mfashiongallery.emag and where does it come from?
com.mfashiongallery.emag is a pre-installed application from Xiaomi that is classified as “partner services” and is not part of the MIUI core, but is integrated into the firmware during the build phase for specific regions, with the main purpose of this package to show personalized advertising and promotional content from Xiaomi partners, including clothing, accessories and electronics stores.
Why eMag? One of the largest online retailers in Eastern Europe (particularly popular in Romania, Bulgaria, Hungary and Poland), Xiaomi is partnering with local marketplaces to monetize its ecosystem, so com.mfashiongallery.emag is an ad module that:
- 📦 Displays banners with goods in system notifications or on the lock screen (if allowed in the settings).
- 🔍 Collects data about your preferences (based on your Mi Store purchase history, search queries and installed apps).
- 🛒 Redirects to eMag website when clicking on ads where Xiaomi receives a commission from sales.
- 🔄 Updated in the background via Google Play Services or servers MIUI.
Importantly, this app is not a virus, but it may behave like adware, which does not steal passwords or bank details, but actively uses Internet traffic and can slow down a smartphone on weak models (for example, Redmi 9A or POCO M3).
How to check if this app is installed on your Xiaomi?
Since com.mfashiongallery.emag does not have an interface, its presence can be detected in several ways:
- App settings: Go to Settings → Apps → App management and search for emag or mfashion. If you find a package, it will appear in the list (usually with a grey icon or eMag logo).
- Through ADB (for advanced users): Connect your smartphone to your PC, enable USB Debugging and execute the command: adb shell pm list packages | grep mfashiongallery If the answer is package:com.mfashiongallery.emag – the application is present.
- Through Task Manager: Open Settings → Battery and Performance → Battery Use and Check if com.mfashiongallery.emag is consuming charge in the background.
On some firmware (e.g. MIUI Global or MIUI EU), this application may be hidden. To see all system packages, use third-party utilities like App Inspector or Package Name Viewer (available on Google Play).
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If you see com.xiaomi.mipicks on the app list, it's a relative of com.mfashiongallery.emag, who's responsible for advertising on the Mi Store, and you can turn it off in a similar way.
Does com.mfashiongallery.emag affect performance and privacy?
Let’s see what risks and inconveniences this application brings:
| The spectacle | The impact of com.mfashiongallery.emag | Risk level (1-5) |
|---|---|---|
| Use of RAM | Consumes up to 50-100 MB in the background (depending on the model). | 3 |
| Battery consumption | Up to 1-2% per day due to background activity and synchronization. | 2 |
| Internet traffic | Uploads banner ads (up to 50MB per month). | 3 |
| Confidentiality | Collects data on device models, location (approximate) and installed applications. | 4 |
| Security | It does not contain malicious code, but it can be vulnerable to attack through ad networks. | 2 |
The biggest problem is data collection, and according to a decompiled APK analysis (by XDA Developers enthusiasts), the app sends the following information to Xiaomi and eMag servers:
- 📱 Device model and version MIUI.
- 🌍 Country and city (defined by IP or GPS, if access is allowed).
- 🔍 List of installed applications (for targeted advertising).
- 🛒 View history in the Mi Store (if you went there).
But it doesn't transmit bank details, passwords or messages, and it's also important to note that on MIUI China firmware, it can be more aggressive, even displaying ads on system menus.
⚠️ Note: If you notice that com.mfashiongallery.emag consumes more than 200 MB of traffic per month or is actively operating in the background for no reason - this may be a sign of a substitution of the original APK In this case, it is recommended to check the device with an antivirus (for example, Malwarebytes) and reset the settings to the factory.
Can I delete com.mfashiongallery.emag without consequences?
Technically, yes, but there are nuances. This application is not critical to MIUI, so removing it will not cause system failure.
- ✅ Safe to disable/remove on firmware: MIUI Global (international version). MIUI EU (Any unofficial builds (e.g. LineageOS or Pixel Experience).
- ⚠️ Risky to remove on firmware: MIUI China (may be linked to other services) Stock firmware for Redmi/POCO in some regions (e.g. India or Indonesia) where com.mfashiongallery.emag is integrated into the Mi Store.
If you decide to get rid of this app, you have 3 options:
- Disable (no root rights): Go to Settings → Applications → com.mfashiongallery.emag → Disable. This will stop it working, but it will not delete files.
- Delete via ADB (no root): Connect your phone to your PC and execute: adb shell pm uninstall --user 0 com.mfashiongallery.emag This command will remove the app only for the current user (without affecting system files).
- Delete with root rights: Use Root Explorer or Titanium Backup to completely erase APK and its data. Dangerous on unstable firmware!
Make a backup copy of the data|Check the version. MIUI (Settings → The phone)|Disable the application before deleting|Use the original USB-cable ADB-->
⚠️ Note: Some models (e.g. Xiaomi Mi 11 or Redmi Note 10 Pro) may stop updating branded themes through Mi Themes after removing this package.This is because com.mfashiongallery.emag is sometimes used to download additional content. If you don’t use themes, the problem is irrelevant.
Alternative ways to block ads from Xiaomi
If you don’t want to delete the application (or are afraid of consequences), you can limit its activity by other methods:
- 📵 Limit background activity: In the com.mfashiongallery.emag app settings, ban autostart, background work, and internet access.
Combine these methods to maximize effect, such as disabling personalized ads. + DNS-Filter reduces com.mfashiongallery.emag activity by 80-90%.
How to check if ads from emag are blocked?
Comparison with other Xiaomi advertising packages
Xiaomi is known for integrating many affiliate services into MIUI. com.mfashiongallery.emag is just one of them, and to put it in perspective, let's compare it to other similar packages:
| Package | Appointment | Removability | Risk to the system |
|---|---|---|---|
| com.mfashiongallery.emag | Advertising for eMag store | ✅ Safe. | Low. |
| com.xiaomi.mipicks | Advertising on the Mi Store | ✅ Safe. | Medium (can break Mi Store updates) |
| com.miui.analytics | Collection of usage statistics | ⚠️ Risky (may disrupt work) MIUI) | High-pitched |
| com.miui.systemAdSolution | System module of advertising | ❌ Not recommended | Critical (responsible for displaying banners in MIUI) |
As you can see from the table, com.mfashiongallery.emag is one of the most harmless packages, and its removal will not have serious consequences, unlike com.miui.analytics or com.miui.systemAdSolution.
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If your goal is to “clean up” as much as possible" MIUI Start with secure packages (com.mfashiongallery.emag, com.xiaomi.mipicks) and then move on to riskier packages (com.miui.analytics).