Less is the new more

When Muji opened its first store in my hometown, my bestie and I enjoyed spending time in the store very much, and we decided that when we have our own home one day, we will ditch all our old stuff and replace them with all Muji.

Especially, we want to make sure that we will be able to eat, live and play in a space with special aroma coming from a white and nicely designed Muji diffuser…

Muji Diffuser

Now Muji stores are everywhere, they exist in shopping malls all around my hometown — next to Starbucks, H&Ms, and various other big brands. It is now also a hotel, a restaurant, and a bookshop. The brand, which originally means “good quality products with no brand” is rapidly expanding its footsteps and thriving in a branded world.

Muji products haven’t changed much — plain, simple, with minimal decoration and good quality.

Its face, however, has changed and no longer brings the same kind of excitement.

It’s clear that more people are yearning for a simple and streamlined lifestyle, and are willing to pay for it. The need for simpleness, order, and minimalism has never been this important in a busy and hectic world.

Marie Kondo, the famous organising master, is another “spokesperson” for the philosophy of minimalism. She suggested that we should say goodbye to things that don’t spark joy anymore in our life, as a method to reach an organised lifestyle and a free mindset. Not surprisingly, this made her a bestselling author, as well as the founder of her decluttering business empire.

One thing I’ve come to realise now is that how maintaining a home filled with Muji only stuff is unrealistic, and I also have no determination to cut off association with excessive materials I own based on Kondo’s recommendation. Despite that, I still wonder around Muji stores every now and then and listen to online talks on the “KonMarie” method. This is probably the main trigger behind this whole “minimalism ecomomy” — To turn the need and interest of decluttering into a new kind of consumption habit. For me, it all started from the time I got attracted to that Muji diffuser.