Minimalist, clean store design and cordial shop ambience are just some of the many qualities that have made Japanese retail company Muji a success around the world.
That, and the awesome array of household and consumer goods, has proved a hit in each of the 25 countries that the store has launched in.
Under a full license purchased by Central Department Store, Muji opened its first store at Central Chidlom in 2006. In 2013, Muji itself joined the licensee in a joint venture, making Thailand the third country after South Korea and Taiwan where Muji uses this business model.
Muji is currently working on a number of projects, such as Found Muji, which incorporates local products into the merchandise. Plans to open a Cafe&Meal Muji in Bangkok are also being considered.
Life talked to Masaaki Kanai, president and representative director of Ryohin Keikaku, the corporate body of Muji, about updates and plans for Muji in Thailand during his recent trip to donate 300,000 baht to three schools in Udon Thani.
Masaaki Kanai with a student from Udon Thani.
How did you come up with Found Muji?
For Found Muji, we are trying to find something that is different in each region [in Thailand]. It might be handicraft products with traditional designs.
We wanted to focus more on differences, because everything is the same in this era. This is like an event that awakens people to look back at their own culture — all these designs or goods they've overlooked in the past. If they look at it in a different light, they will realise that their culture is also rich and has a lot to offer.
So with Found Muji, how will the brand keep its Japanese heart?
Actually the heart of the brand is not something very Japanese. It's something that can be shared by everyone, every culture. We are not just thinking in an egocentric way, but more about the whole world. After all, what Muji is trying to achieve is not just limited to Japanese culture but something more universal.
What are the kinds of products that could be featured in Found Muji Thailand?
When we went to Udon Thani to donate the money, I was very moved. I saw a lot of children weaving pieces of bamboo, and making baskets and fans. They were all very good. This is something that I think could be a Found Muji item in Thailand. This technique of bamboo weaving has almost been lost in Japan.
Apart from Found Muji, what are consumers likely to see in the Thai Muji stores in the future?
Since starting the joint venture at Muji Thailand two years ago, we are starting from the very basics again. In Thailand, we don't yet have a perfect store which has everything that perfectly conveys the whole Muji message. In the next few years, we will really have to develop stores that are 100% Muji, that are similar to Muji stores in Japan.
Why do you think Muji products are so popular in each of the 25 countries you operate, despite each store selling the same merchandise?
We don't make any adjustments for the countries we sell in. Muji products do not have any excess, so basically it's like pure water we are selling. Other brands might be selling flavoured water with added colours. That's why they need to adjust to match each culture or each country. But because it's pure water, it's something that can be accepted by any culture. That's why we are not really worried and don't need to make any alterations for any country.
The Muji brand is really strong now. How do you still pride yourself on the 'no logo, no brand' policy?
That Muji is now considered a brand is probably because we are more well known now. People acknowledge the brand name. But the difference between us and other brands is that we don't try to to mix up the name of the brand with the value of the brand name itself.
We look at the value of the product and set a reasonable price. We don't try to rely on the brand name to fetch a higher price. I think that's the difference between a 'brand brand' and the Muji brand. In a way, in a world of commercialism, it might be difficult to be understood and to make our stance.
Why do you think Muji has become successful?
Partly because everyone involved with Muji really likes Muji. Employees are dedicated to the Muji brand and have been very honest and straightforward. Those are the two key points that have made Muji what it is today.
