Abstract

The defining characteristics of Muji become clear when you draw a parallel line with "Uniqlo."

We can live with just a supermarket and Muji.

With the motto "This is good enough," Muji continues to create products that fit into customers' lives. Under its former president, who came from Fast Retailing, the company that operates rival Uniqlo, Muji successfully transformed from a "fashionable store" to an "everyday store." It has grown its business and gained fans overseas.

Originally a latecomer to the private brand market, it handles a wide range of genres, from household goods to clothing, food, and furniture, but in every aspect, it faces competitors that are larger in scale. So why does it continue to produce hits? Using numerous examples of new and old hit products, this book reveals the "way of formulating questions" that supports its unique strength.

It is precisely because it doesn't start by thinking "What will sell?" that it creates products that sell. What questions does Muji ask itself, what does it value, and how has it continued to produce hits? This book reveals MUJI's method of refining products by returning to its "essence," rather than relying on data or customer voices.

Author’s Information

Joined Nikkei Inc. in 2018. Initially covered the manufacturing industry in Osaka, and the energy industry in Tokyo, before becoming a Nikkei Business reporter in 2024. Until March 2026, primarily covered the retail industry. Featured articles included "MUJI's Counterattack: Ryohin Keikaku Achieves Record Profits Through Deepening its 'Win-Win-Win' Philosophy" (October 6, 2025 issue), "Fast Retailing Seems to Reach 10 Trillion Yen: Tadashi Yanai's Battle for the Top" (October 28, 2024 issue), and the second feature, "Lopia's 2 Trillion Yen Ambition: Evolving as a 'Food SPA' Through Acquisitions" (July 1, 2024 issue).