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MUJI: The Challenges of a Japanese Brand Going Global

In: OVERCOMING CRISIS Case Studies of Asian Multinational Corporations

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  • Nadja Aldendorff

Abstract

MUJI is a Japanese chain of lifestyle retail brand stores known for their minimalist aesthetic and affordable products, currently operating in 32 countries and regions with 1,068 stores. MUJI debuted in December 1980 as a private brand of The Seiyu department store with 40 products. Now, MUJI is an independent brand on its own that has over 7,500 products ranging from apparel and household goods to food items (Ryohin Keikaku, 2021a). Ryohin Keikaku is the organization that handles every step from the planning, development, and manufacture of MUJI goods to their distribution and sale. Hence, the brand “MUJI” also represents the company, and the two can be used interchangeably…

Suggested Citation

  • Nadja Aldendorff, 2023. "MUJI: The Challenges of a Japanese Brand Going Global," World Scientific Book Chapters, in: Parissa Haghirian (ed.), OVERCOMING CRISIS Case Studies of Asian Multinational Corporations, chapter 19, pages 279-292, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811259340_0019
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    Keywords

    Globalization; Asian Business/Management; Entrepreneurship; Strategy; Crisis; Marketing; Decision Sciences; Gaming; Automotive; K-Pop; Aviation Industry; Restaurant and Hospitality Management; Keiretsu; Chinese Management; Korean Management; General Business; Management; International Trade;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights

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