MUJI, When ‘Less Is More’ Take Center Stage

When you enter MUJI store, you will definitely feel a different and contrasting ambience surrounding it. I always wonder how such simplicity and cleanliness would be able to form a harmony and freshness in style. You won’t find many curved elements, or overlayed, or any luxurious object. They all all embody clean, simple and straightforward design. As paradoxical as it sound, you’ll wonder how these things with lack of colors bring spirited mood. I was quite surprised to find out that MUJI never puts any label on its products. Never. Ever.

This what make us interested to dig more about the brand’s core values and learn about them. Especially in this earth month, as mentioned by Amal in her Editor’s Letter, we’re going to feature brands that have strong values and have done their share to keep this earth greener.

When you visit the website, you’ll find yourself immersed into their strong message throughout the website; back to our origin, into the future. This is the heart of MUJI. It brings this vision and translates into something truthful, sincere words. MUJI was born from the idea of the want to completely eliminate wastefulness. Taking cue from traditional Japanese aesthetics -core values of MUJI- it instills the concept of rationalizing products, keeping them as simple as possible, and at the same time, making them more attractive.

Moreover, this philosophy is basically a dedication to the nature. To preserve and make a better environment for our children. When asked to described about MUJI, Kitty Ng from MUJI Indonesia said that “The concept is providing basic and essential products in everyday life. So the products are always designed with simplicity in maintaining the quality of each product. In the process, we are very concerned for the use of various materials that will impact people and the environment by reducing things that are not required while keep adjusting the final products standard. It can be experienced from MUJI packaging that uses recycled materials, as well as the absence of label for each of our products.”

The selection of material always takes an important role in production process. MUJI only pick natural and qualified materials, and finding the most suitable recycled material in each country.

Clothings -and basically all products- are made in basic colors and with organic ingredients. Yet MUJI ensures that the clothes are comfortable to use, while maintaining the essence of lifestyle (yes, we have proved how good their basic clothing items are, read our review here ). Household appliances are made ​​simple with more emphasis in their functional terms.



Recently MUJI did a global campaign titled ‘Product Fitness 80’, and this campaign applies to not only the products but also to the company as a whole. As confusing as it may sound at first, but you will find this campaign very interesting. It begins with the opening line of the campaign ‘There is an old Japanese saying that goes ‘Eat in measure and defy the doctor’.” This quote simply means eating moderately, or to stop eating before you feel totally satiated is good for your health. The aim is to tell us to lead a healthier life by eating a healthy portion size. MUJI then translated it to its products and company, it aims to reduce measurement of products, from 100% to 80%. Eliminating all excessive consumption.

Smaller sized product tag


Cotton bud don’t have to be that long. Still, they serve their purpose.

It’s interesting to learn how this can be applied in our everyday life, in the most basic forms. Half-size cards retain the functionality of a card, but halving the size helps save paper. The thickness of a wallet can also be reduced, minimizing the amount of materials used. Downsizing the size of toilet paper by narrowing the width of the toilet roll. These efforts result in resources being saved without loss of efficiency and packaging costs can also be reduced.

We learn so many good things from MUJI, the idea of living with less (yes, Hanzky already take this into action), to maximize the value and purpose of things we buy, consume adequately to a healthier life(style), and always learn to look deeper to make ‘reuse, reduce and recycle’ as our everyday habit.