This comprehensive review, titled "Towards a Brand-free Philosophy: Integrating MUJI's Design Characters into Chinese Packaging," delves into the unique design philosophy of MUJI, a Japanese retail company known for its brand-less, minimalist aesthetic, and explores the potential for integrating these principles into contemporary Chinese packaging design. Initially, the paper outlines MUJI’s historical context and the underlying principles that shape its design strategy, characterized by simplicity, functionality, and a subdued aesthetic that defies the clamor typically associated with branding. This study subsequently contrasts this approach with the current state of packaging design in China, which is marked by a rich history of artistry yet is facing challenges in the modern consumer landscape. Through case studies and theoretical analysis, this paper investigates the avenues and challenges associated with transplanting MUJI’s design characters into China’s packaging sector. It demonstrates that the integration of MUJI’s minimalist, brand-free philosophy can address current issues in Chinese packaging, such as overemphasis on opulence and visual complexity, offering a sustainable and culturally resonant alternative. The review concludes by forecasting potential trends of this integration and offering actionable recommendations for China's packaging industry to evolve towards a more harmonious, user-centered, and ecologically sustainable paradigm.
Aldendorff, N. (2023). MUJI: The Challenges of a Japanese Brand Going Global. In Overcoming Crisis: Case Studies of Asian Multinational Corporations (pp. 279-292).
Fan, R. F. (2021). Exploration of the application of calligraphy elements in modern packaging design. Packaging Engineering, (04), 315-318. https://doi.org/10.19554/j.cnki.1001-3563.2021.04.049
Foscht, T., Sinha, I., Maloles, C., & Schloffer, J. (2011). The Product and Branding Strategy of “Muji”. Fallstudien zum Internationalen Management: Grundlagen–Praxiserfahrungen–Perspektiven, 493-509.
Foscht, T., Sinha, I., Maloles, C., & Schloffer, J. (2011). The Product and Branding Strategy of “Muji”. Fallstudien zum Internationalen Management: Grundlagen–Praxiserfahrungen–Perspektiven, 493-509.
Kikuchi, Y. (2004). Japanese Modernisation and Mingei Theory: cultural nationalism and oriental orientalism. Routledge.
Luo, H. Y. (2022). Marketing Strategy Research of UNIQLO (China) (Master's thesis, Jilin.University).Retrieved.from https://43.138.60.40/KCMS/detail/detail.aspx?dbname=CMFD202301&filename=1022529492.nh
Masuda, A. (2019). MUJI: brand concept creates process innovation. Process Innovation in the Global Fashion Industry, 45-72.
Ooi, C. S. (2007). Un-packing packaged cultures: Chinese-ness in international business. East Asia, 24(2), 111-128.
Qiao, J. R. (2021). Marketing Strategy Research of Netease Yanxuan from the Perspective of Brand Strategy (Master's thesis, Beijing Jiaotong University).Retrieved.from https://43.138.60.40/KCMS/detail/detail.aspx?dbname=CMFD202202&filename=1021871964.nh
Roll, M. (2019). Muji–The Global Strategy Behind The Japanese No-Brand Brand.
Saito, Y. (2010). Future directions for environmental aesthetics. Environmental Values, 19(3), 373-391.
Wen, H. L. (2006). On the innovation of Chinese packaging design (Master's thesis, Tianjin.Polytechnic.University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD0506&filename=2006070436.nh
Yang, L. S. (2020). Application of traditional Chinese graphics in packaging. Research on Art Education, (19), 84-85.
Yang, W., & Zhang, Y. (2012). Research on factors of green purchasing practices of Chinese. Journal of business management and economics, 3(5), 222-231.
He, Y. T. & Gao, Y. L. (2021). "Value Creation" of Brands from the Perspective of Design Management: A Case Study of the Retail Brand MINISO. Design, 17, 113-115.
