However, is Muji really a "No Brand"? Or is it just another marketing strategy in this consumerist world?

In today's consumerism, the meaning behind consumer goods is the most important driver for purchasing desire. Baudrillard (1988) has pointed out that in a postmodern world, signs are integrated into consumer goods that is totally unrelated to the actual function and this create a 'hyper-reality' - a world filled with imageries and symbols. In this light, what consumers really consume is the symbolic value of the goods, and thus the primary role of design and branding is to promote these symbolic values within the label. Muji is no different from any other labels and it has created a set of meanings too to fuel consumption. The notion of "No brand" is a symbolic meaning created by Muji and it has its roots in Asian religion and philosophy, particularly Zen Buddhism. In Zen Buddhism, moderation is particularly important and it is seen as the best way to live fully with a mindful awareness. In the official message of Muji, they keep emphasizing on the idea of rational moderation. It has been clearly highlighted out in the message that Muji only wants to be "enough", whereby "Best becomes 'enough' ". It does not aspire to be a luxury brand, not does it want to promote any culture. From what the official message suggests, it sees luxury as a waste of natural resources and a deviant away from a quality life. Luxury is a hedonistic chase towards materials that is irrational and unfulfilling. Similarly, the official message also suggest that promotion of a particular culture is a break away from self-restraint as it is an egoist act that does not compromise or tolerate others. Thus, by branding itself as a "no brand", Muji is actually declaring that it does not have any materialist inclination and nationalistic ego. It suggests that its goods will provide a moderate, fulfilling and rational life for the consumers that is sustainable and harmonious. Muji's symbolic message is highly appealing to the consumers today as it seems to be the solution to many of our problems. The few biggest problems we have today is terrorism and environmental issues. Terrorism stems from cultural clashes while environmental issues originate from wasteful behaviors. Muji's "no brand" strategy has hit the nail in respect to these two problems. Moreover, in today's postmodern world whereby people are feeling more and more confused about their way of life and meaning of life, Muji's "no brand" message, which is rational moderation, can be a guide for people. It provides a clear pathway for people to live. Hence, when consumers buy Muji's products, they are actually CONSUMING the philosophy and way of life that Muji suggest and create. Consumers are actually consuming the hope to improve their lives. For example, when a consumer buy a plain Muji notebook, he or she is not simply buying a notebook. Instead, he or she is consuming the notion of rational restraint and moderation. He or she hopes that the plain Muji Notebook will reflect their rational moderate lifestyle, or rather, he or she wants the plain Muji Notebook to create a rational moderate lifestyle for him or her. In this light, Muji intelligently plays the paradox of "no brand" and branding for its advantage.