Muji: The No-Brand That Built a Global Empire

In a world dominated by flashy logos, limited-edition collaborations, and brand-name worship, there’s one store that’s quietly thriving by doing the exact opposite. It doesn’t scream for attention, it doesn’t rely on celebrity endorsements, and in fact, it barely even has a logo. That store is Muji.
You’ve probably walked past it in a shopping mall—a clean, wood-paneled space radiating calm, filled with neatly stacked notebooks, muted cotton clothing, and unbranded furniture so well-designed it makes your home look like a spa. But behind this soft-spoken, neutral-toned aesthetic is a fascinating story: one that begins in 1980s Japan, winds its way across continents, and builds a global retail empire—all without ever shouting its name.
So how did Muji go from selling discounted groceries to becoming a lifestyle icon across the world? Who’s behind it? How much money has it made? And perhaps most intriguingly, how does a “no-brand” brand survive in an era where branding is everything?

Watch the video to take you through the success of Muji.