Ryohin Keikaku, the parent company of Muji, recently unveiled its 40th and largest store in Southeast Asia, located in the bustling heart of downtown Bangkok. This 3,270sqm retail space represents a significant milestone for the company and is part of the new wave of flagship stores that Muji is planning to launch globally, including one in Paris next year.
The newly minted Muji store in Central World, Bangkok, boasts a wide frontage that welcomes customers to a variety of shopping experiences. It is designed to take advantage of the natural inclination of customers to navigate stores in a counter-clockwise direction, starting with a comprehensive stationery section.
The store offers a wealth of products in a clear, systematic fashion. Customers can browse through household items, men’s and women’s clothing, health and beauty products, furniture, kitchenware, and even food and snacks. The layout is clean, functional, and well-organized – a hallmark of Muji’s ‘wa-ke’ philosophy centered around careful materials selection, craftsmanship, and simple packaging.
One of the key features of this flagship store is its large health and beauty department, filled with a variety of aroma and fragrance products. This is part of Muji’s strategic plan to strengthen its health and beauty business, upgrading its skincare department into a core product category across all its stores.
Adding to the overall shopping experience, the store also includes a dedicated space for workshops and exhibits named ‘Muji Atelier’. And to enhance customer service, the store employs multilingual staff who are always ready to assist shoppers.
The new Muji store’s launch is part of a larger retail renaissance. The mall owner, Central Pattana, embarked on a significant re-leasing project after the seven-level Isetan department store vacated the premises in 2020. The new tenant mix includes popular American food chains, a mini-department store, a children’s play concept, and a Japanese food court.
The redesigned mall also features a premium Japanese supermarket stocking more than 10,000 imported products and a small restaurant. The mall’s upper levels are now home to Muji, Japanese furniture retailer Nitori, and the Japanese bookstore Kinokuniya. This has not only revived the space but also created a sustainable rental income for the mall operator.
The ambitious Bangkok store is just one part of Muji’s broader expansion strategy. By August 31, the company had opened 1412 stores domestically and internationally, marking an increase of 107 from the previous fiscal year. Of these, 47 were outside Japan, taking the total number of international stores to 729. The company plans to open another 96 stores in fiscal 2026, with the majority set to be in China and Southeast Asia.
The company’s successful expansion strategy resulted in a considerable boost to its revenues, which rose to US$5.1 billion, marking an 18.6 per cent increase from the previous year. Operating revenue in Japan rose by 20.9 per cent, accounting for almost 60 per cent of the total revenue.
In line with the company’s global strategy, Muji aims to increase the presence of its Japanese merchandise in its international stores to about 80 per cent, focusing not only on health and beauty products but also on daily essentials and innerwear made from natural materials.
What is special about the new Muji store in Bangkok?
The new Muji store in Bangkok is not only the 40th store in Thailand but also the largest in Southeast Asia. It is meticulously designed, taking into consideration customer behaviors and shopping patterns. The health and beauty department is one of its highlights, reflecting Muji’s strategy to strengthen this segment.
What is the ‘wa-ke’ philosophy mentioned in relation to Muji?
The ‘wa-ke’ philosophy is Muji’s guiding principle, emphasizing careful selection of materials, craftsmanship, and simple packaging. This philosophy influences the design, layout, and product range of Muji stores.
What is Muji’s global expansion strategy?
Muji’s global expansion strategy includes increasing the number of its stores both domestically and internationally, with a particular focus on Southeast Asia and China. The company also aims to enhance its overseas representation of Japanese merchandise to about 80 per cent.
