Mujirushi Ryohin is the full name of the popularly known Muji brand from Japan founded in 1980. The name in English means: "No label, quality goods". Muji has been one of the brands that have popularized the anti-brand movement. With a mission to popularize quality of goods without screaming of any designer tags, Muji has merchandise of good quality at affordable prices. Though the brand does not have a corporate tag line, it occasionally comes out with the tag line "Simple. Functional. Affordable". This is to ensure that the message is engrained in the customers' minds.
With the global, regional and national markets being tremendously flooded with all sorts of branded merchandise, the no-brand strategy of Muji seems to work as a very powerful differentiating factor.
Muji goes to the extent of recycling or reselling the unsold products in the same condition, using natural fiber material, and including very minimal and informational manuals, with minimal packaging. All these activities in totality contribute to Muji's image of a brand that is against the "branded world".