I first learned about MUJI because of the boy singing group with the same name. Later I learned that the original group name came from a Japanese brand - MUJI, also called MUJI.

Of course, the only way to fully appreciate the unique brand connotation of MUJI is after coming to Hong Kong and frequenting its stores. You may want to ask, what exactly is the brand connotation of MUJI? Let's play a word splitting game and find out.

Unprinted, no label. It is difficult to find the brand mark on all the products produced by Muji. Leaving aside other products, let’s just say that the clothes it produces do not even have a trademark on the back of the collar, even the most subtle ones. Generally, it is just a piece of transparent tape on the clothes to indicate the size. And when you want to wear it, you must tear off the piece of paper. At that time, there is no way to prove that you are wearing Muji clothing - of course, those who will buy their products will naturally not. The person who minds or even particularly likes this is definitely not the kind of person who likes to walk around the streets carrying a handbag full of logos. Of course, Muji is definitely not as simple as not having a trademark. More importantly, it is the low-key behind it. When you walk into a MUJI store, you can hardly see any bright colors except for the red MUJI word. The main colors of most products are white, beige, black, and blue, with some metal at most. Silver, as for the design style, it is also the most simple and plain, without any complicated design at all. In MUJI, I believe there won’t be any products that will catch your eye or even dazzle you from afar, but if you taste them carefully and take advantage of them, you will be particularly fond of their products. .

Good products naturally refer to the quality of things. Needless to say, the most basic things like raw materials and workmanship go without saying. More importantly, I think it is MUJI’s emphasis on natural materials and environmental protection. For example, when it comes to clothing materials, Muji emphasizes the use of natural cotton instead of synthetic fibers. Although the domestic petty bourgeoisie craze in the past two years has made wearing pure cotton clothes seem to be particularly stylish and tasteful, in fact, this is just what MUJI has been pursuing since its birth, as its promotional materials say "suitable" The ground is suitable for cotton.” Another example is stationery. In MUJI, almost all paper products are made of recycled paper. Although the paper is often beige and not as bright as we usually see, this beige paper product Instead, it has become the characteristic of Muji. In addition to highlighting environmental protection, it is in line with Muji's low-key style.

Yes, in summary, MUJI is a simple and simple style. It is not so much a style as a way of life. In MUJI stores, you can buy clothing, stationery, furniture, household items and even bicycles. The biggest magic is that when you buy a MUJI product, you will find other things and It looks so incongruous when put together, so you will buy more Muji products here to match it - the simplest example is that Muji provides matching beige colors for their own beige recycled paper products One by one, I became obsessed with correction fluid and became a loyal fan of MUJI.

In the Taiwan edition of GQ magazine in April, there was an article called "21 Open Secrets of Muji". There is a paragraph worth pondering: "Look carefully at the countries where Muji stores are opened, they are all Mature capitalist societies: Japan, the United Kingdom, France, Hong Kong and Singapore. Only in places where consumption sophistication is high enough, people have the ability to distinguish between good and bad quality. They care more about quality when pursuing brands, such as simple products from prosperous times like Muji. , can gain favor. Now that Muji has landed in Taiwan, it also represents the evolution of our consumer tastes. "In fact, even in Hong Kong, MUJI has advanced and retreated several times, which fully confirms MUJI's maturity in the consumer society. requirements. We have been saying that Shanghai will soon catch up with Hong Kong and become a new advanced city. I think that one day MUJI can come to Shanghai and survive smoothly, which is probably an important sign!