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Why no-brand label Muji is a cult favourite

An ongoing exhibition shows how less is more for this Japanese hit

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Tay Suan Chiang

Tay Suan Chiang

Published Thu, Jun 30, 2022 · 05:00 PM
    • Mujirushi Ryohin, Muji in Japanese, translates as “no-brand, quality goods".
    • Mujirushi Ryohin, Muji in Japanese, translates as “no-brand, quality goods". PHOTO: TAY SUAN CHIANG

    DeeperDive is a beta AI feature. Refer to full articles for the facts.

    TAKE a look around your home or workspace, and chances are you might have an item or two or even more from Japanese brand Muji.

    But what is it that makes its products so popular, despite not having any labels on them? Fans will say it is precisely that - a no-frills look that yet looks stylish, rather than cheap. After all, Mujirushi Ryohin, or Muji in Japanese, translates as “no-brand, quality goods”.

    The brand first started in 1980, with 40 products including tinned sliced mushrooms and a toothbrush set. Even back then, the products and its packaging were simply designed.

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