What is MUJI?
Established in 1980, MUJI is a Japanese lifestyle retail brand that offers a wide range of high-quality and practical products, from household goods, furniture, and stationery to clothing, cosmetics, and food. The name MUJI is an abbreviation of the Japanese phrase “Mujirushi Ryohin,” which means “no-brand quality goods.”
MUJI operates on three core principles that remain unchanged to this day:
1. Careful selection of materials
2. Streamlining of manufacturing processes
3. Simplification of packaging
Produced through an extremely optimized process, MUJI’s products embody a nature of simplicity, but not in the conventional minimalist style. These products can be understood as embodying purity. Accordingly, the simplicity and purity in MUJI’s products provide a broad appeal, catering to the needs of most customers.
MUJI was founded in 1980, beginning with the optimization of manufacturing processes to create simple, reasonably priced, yet high-quality products. Specifically, MUJI controls the quality of its products through three factors: careful selection of materials, streamlining of manufacturing processes, and simplification of packaging.
For instance, if we skip the bleaching process for pulp, the resulting paper will have a light brown color. MUJI has used this type of paper for its packaging and labeling.
As a result, MUJI’s products have a modest and approachable appearance. By going against the trend of elaborate packaging that is popular in the market, MUJI’s products are not only highly regarded but have also sparked an unexpected trend not only across Japan but around the world.
This is because MUJI’s goal is not to create the “best” products that have strong appeal, making consumers exclaim, “This is exactly what I’ve been looking for!” or “I must have this product!” Instead, MUJI aims to bring customers a reasonable level of satisfaction and the feeling of “This is just right.”
The concept of “the best” carries a degree of self-interest and discord, while the idea of “just right” reflects modesty and humility. However, “just right” can also imply a sense of rejection or dissatisfaction. MUJI’s objective is to eliminate this dissatisfaction and deliver a clear and confident sense of “just right” to customers.
Produced through an extremely optimized process, MUJI’s products embody a nature of simplicity but not in the conventional minimalist style. These products can be understood as embodying purity. Accordingly, the simplicity and purity in MUJI’s products provide a broad appeal, catering to the needs of most customers. MUJI is regarded as “resource-saving,” “low-cost,” “simple,” “brandless,” and “nature-oriented.” However, MUJI does not emphasize any specific assessment among these but focuses on balanced development across all aspects.
MUJI has more than 1,000 stores worldwide, offering over 7,000 diverse items ranging from clothing and household goods to food and even housing. Despite this, the foundational principles remain intact as they were in the early days of the brand, like a compass that always points North, and MUJI will continue to focus on the fundamental and universal aspects of daily life.
