On November 6, the 8th China International Import Expo (CIIE) kicked off in Shanghai. MUJI, participating for the third consecutive year, presented its exhibition under the theme "The Beauty of Cultivation," highlighting the brand's philosophy and practices in deepening its presence in the Chinese market.

Takashi Shimizu, President and Representative Director of Ryohin Keikaku Co., Ltd., attended the opening ceremony of MUJI's exhibition. He stated, "The CIIE is a crucial platform for all foreign enterprises to share in China's opportunities. Over 20 years of development in China, MUJI has benefited from the country's high-level openness and first-class business environment. Our connection with the Chinese market and consumers continues to strengthen, with growing membership numbers, locally co-created product lines, and partnerships in the domestic supply chain. China is fertile ground for MUJI, and we remain committed to long-term growth here, actively learning from traditional Chinese wisdom to enhance the lives of Chinese consumers."

China is MUJI's largest overseas market. Thanks to its long-term localization strategy, MUJI achieved year-on-year sales growth for 12 consecutive months in mainland China during fiscal year 2025, with both revenue and profits rising steadily. As of August 2025, the brand had expanded to 422 stores in mainland China.

Since 2019, MUJI has accelerated its localization efforts, establishing its "only overseas product development team outside Japan" in China. This team ensures a deep understanding of the local market, delivering products tailored to consumer needs while leveraging China's robust supply chain. The entire process—from design and production to manufacturing and sales—is now completed domestically, forming a closed-loop industrial chain that solidifies MUJI's roots in China.

Under this localization strategy, MUJI continues to diversify its product range and enhance development capabilities. For example, its hemp series utilizes hemp grown in Heilongjiang Province, processed into yarn in Qinggang County, Suihua City, contributing to local economic growth.

At this year's CIIE, MUJI unveiled its globally premiered 2026 spring-summer hemp collection, including collaborative designs with young Chinese designers selected through a competition. These products combine high-quality local materials with innovative designs, making their debut for global consumers. MUJI believes that bringing creative ideas to market is the best tribute to innovation, reflecting its consistent respect for intellectual property. The new lineup also demonstrates MUJI's complete closed-loop process in China—from sourcing and planning to design, production, and sales.