Background
Muji is a Japanese retail company known for its minimalist, functional, and high-quality household goods,
apparel, and food products.
Muji is a Japanese retail company known for its minimalist, functional, and high-quality household goods,
apparel, and food products.
IN 2023, MUJI PLANNED TO LAUNCH A NEW STORE IN HA DONG AREA OF HANOI CITY,
THE CAPITAL OF VIETNAM
THE CAPITAL OF VIETNAM
The Brand
MUJI was built on a quiet and simple satisfaction - with “This will do.” philosophy, representing a shift from "This is what I really want" (ego-driven consumption) to a rational, satisfied, and sustainable choice
MUJI was built on a quiet and simple satisfaction - with “This will do.” philosophy, representing a shift from "This is what I really want" (ego-driven consumption) to a rational, satisfied, and sustainable choice
The Research
Hanoians pride their cities as the symbol of tradition, culture and tranquility
As the capital of Vietnam, Hanoi is cherished for its landmarks, culture, and enduring sense of tradition.
As the city expands, many residents
feel its tranquility slipping.
feel its tranquility slipping.
72% of Hanoians said the city feels more overwhelming now
than it did 3 years ago
than it did 3 years ago
The Insight
In a city that keeps adding more,
Hanoians crave spaces that let them feel less.
In a city that keeps adding more,
Hanoians crave spaces that let them feel less.
The Opportunity:
Show that Muji is the store that remove the pressure to consume more.
Show that Muji is the store that remove the pressure to consume more.
The Strategy
BECOME THEIR OASIS WITHIN THE CITY
BECOME THEIR OASIS WITHIN THE CITY
THE CREATIVE CONCEPT
When people go shopping, they list what they need using commas, making sure nothing is missed.
But when the period appears, it signals that they have reached “enough.”
Introducing our our newest “Spot of Enough” — MUJI AEON Mall Ha Dong
Key Visual
Ribbon
Opening Ceremoney
