MUJI has posted a microsite dedicated to refocusing people on what is important and shifting perceptions to address the extreme notions of consumerism. The statement articulates a Zen-like vision of harmony and contentment where ‘enough’ is valued more highly than ‘the best’. Between the lines, we can read a rejection of meritocratic philosophy, yet this is balanced with an emphasis on paying attention to detail and a pride in one’s own work/design.

Quote from ‘Message’ microsite:

MUJI is not a brand. MUJI does not make products of individuality or fashion, nor does MUJI reflect the popularity of its name in its prices. MUJI creates products with a view toward global consumption of the future. This means that we do not create products that lure customers into believing that “this is best” or “I must have this.” We would like our customers to feel the rational sense of satisfaction that comes not with “This is best,” but with “this is enough”. “Best” becomes “enough”.

There are degrees of “enough,” however. MUJI aims to raise the standard of “enough” to the greatest extent possible. “Best” contains a faint amount of egoism and disharmony, but in “enough” we sense restraint and compromise. On the other hand, “enough” might contain a sense of resignation and a slight amount of dissatisfaction. So by raising the bar of what denotes “enough,” we cast away that resignation and slight dissatisfaction; we create a new dimension of “enough” to attain a clear and heart-felt “This is enough.” That is MUJI’s vision.

From a Civil Branding standpoint, other brands like Citibank have successfully promoted a questioning of materialism and a refocusing of societal values (see previous post on ‘Live Richly’ campaign). Since the Industrial Revolution, we have been hurling ourselves ever more quickly toward advancement and merit-based values. While prompting advancement narratives is a crucial part of forwarding society, so too is reflection and freedom from conflict. We feel that MUJI is articulating an interesting story and one worth telling. It will be interesting to see how the MUJI Enough message gets talked about and how people interact with it. This message has huge potential to engage and motivate people, and we look forward to seeing how MUJI tap into this.