MUJI Corporate Campaign -Nothing, Yet Everything-

MUJI was founded in Japan in 1980 as an antithetical response to consumer society. During this economic boom, when luxury was everywhere, MUJI proposed a way of life that was simple, yet rather than instilling a sense of inferiority to glamour or luxury, encouraged people to embrace simplicity and recognize its value. Since our founding 45 years ago, we have stayed the course, actualizing a lifestyle–and a society–that feels good, by designing and providing products that meet real needs and are deliberately marketed as “no-brand” tools for living. As we witness the remarkable progress in science and technology and the changes in our environment, grounded in our consistent ethos, MUJI continues to expand its sphere of activities–from objects to houses, to services, regional communities, and the natural environment.

This exhibition of MUJI’s ad campaigns 2003-2025 was designed to help visitors engage with our ideology and to provide the opportunity for new discoveries about society and daily life. Each corporate ad is intended not to blather on about corporate philosophy or business activities, but to raise questions that will help us think about universal happiness and what it means to live well. We invite you to enjoy the exhibition and contemplate the essence of a pleasant daily life and a fulfilling society.