(ECNS) – MUJI, the Japanese lifestyle brand of household goods, snacks, books, clothing and more, says it doesn't want to sell products, but showcase a kind of lifestyle.
ECNS.cn spoke with Masaaki Kanai, Chairman of Ryohin Keikaku Co. Ltd. (or MUJI), who was invited by the Japanese Embassy in Beijing to give lectures at the Beijing Culture & Art Center.
In November, the chain opened a new store on Fifth Avenue in New York. The 11,000-square-foot flagship store is the largest of the 13 in North America. Compared to its crowded neighbors of luxury brands, the MUJI store is more relaxed, providing a space for people to rest their feet on its bean-bag chair, or flip through its books.
But does the Asian brand, described as "meditative" or "Zen" by some Western media, feel that it fits the American appetite?
"MUJI never wants to sell to Western customers," Kanai said. "It showcases a kind of lifestyle, and if people like it, they'd love to try out MUJI products. I think this longing is global."
Mr. Kanai said MUJI stores, with their cozy tone, allow people feel free and enjoy the beauty of life.
So, what is MUJI's philosophy?
Launched in 1980, MUJI means "no-brand quality goods." It's known for minimalist yet efficient designs, and boasts lower prices.
"When the world is bothered by urban problems, natural disasters, violence and restlessness, people need to step back and rethink what is comfortable, convenient, civilized and beautiful," Kanai said.
Simple doesn't mean giving up or tolerating, he added, but refers to confidence and satisfaction in current design and quality, or "MUJI is enough."
Behind the plain-looking goods, however, lies sophisticated designs. Its designers carefully observe how humans act, and ask the question of whether what they buy is what they really want.
Each year, MUJI sends teams to cities across the world to observe the problems ordinary people face and come up with solutions.
In a video titled "Compact life in Hong Kong," MUJI helped a family redesign its packed home with useful designs.
"I have to say that part of the MUJI mind originated in China, especially the ancient Chinese sage Lao Zi, who says emptiness is useful," Kanai said. "MUJI wants to be useful."
The brand is in an ambitious global expansion, according to Kanai. The firm posted an 18 percent increase in revenue in 2015, to $2.14 billion, and a 14 percent increase in profits to $196 million.
Much of that growth comes from the Chinese market. It has 160 stores in China and wants to raise the figure to 200 by the end of 2016. A flagship store was just opened in Shanghai's city center in December.
MUJI has over 700 stores worldwide, and wants to increase the number to 888. The number of overseas stores will surpass that in Japan by 2017, according to Kanai.
It's worth noting that the firm is reaching out to fields other than consumer goods. It's piloting a farm in Tokyo to allow urban residents to experience rural life, such as barefoot farming, for example. It's also designing homes and hotels, and partnering with local governments on public projects such as slum renovation.
