Mr. Akihiro Kamogari, Managing Director of MUJI Retail (Thailand) Co., Ltd., disclosed, "Over the past three years, MUJI Thailand has remained committed to becoming a household lifestyle brand beloved by Thai consumers. Receiving the 'Brand Store of the Year - Thailand' award is a powerful testament to the dedication of every MUJI team member who contributed to this prestigious recognition. MUJI Thailand is the only retail brand from Thailand to be selected by a distinguished panel of judges from across the Asia-Pacific region. The key factors that set MUJI Thailand apart and led to this year's recognition for well-rounded excellence include the following:"
1.Rapid Expansion and the Creation of Next-Generation Retail Experiences
In the past three years, MUJI Thailand has strategically expanded its footprint nationwide, opening over 10 new branches across Bangkok and major provinces in 2023-2024. Today, MUJI operates more than 39 stores nationwide, including MUJI One Bangkok - Thailand's largest flagship branch -welcoming over 1,000 visitors daily and achieving a sales growth of over 10% within one month of launch in October 2024. MUJI believes that customer experience goes beyond the act of purchasing, It is about designing an experience that engages all of the customer's senses. from the moment one enters the store to after-sales support. Every detail, from store layout and product placement to lighting, sound, scent, and music, is designed to create a warm and relaxing shopping atmosphere. New branches are conceptualized under the theme "MUJI in Everyday Life," incorporating value - added services such as coffee corners, embroidery and printing services, and interior consultation zones. These allow customers to design spaces that fit their lifestyle with MUJI's signature simplicity.
Product experiences are also thoughtfully planned - each item is clearly displayed with pricing and samples for testing, and promotions are transparently communicated. Because we understand that clarity is a key element of a great customer experience. MUJI also places equal importance on the post-purchase experience, offering hassle-free returns, warranties, and satisfaction after use. That's because we believe true customer delight happens when the relationship between the brand and the customer doesn't end even after the transaction is complete.
This strategic expansion and customer-centric approach have resulted in double-digit growth for MUJI Thailand in 2024. On the digital front, MUJI's social media following has doubled in three years, with expanded presence across platforms like TikTok and LINE Official Account, aligning with the evolving interests of a more diverse audience.
2.Community engagement and creating positive local impact.
MUJI Thailand integrates local culture into every retail touchpoint—from store design and material selection to curated products and in-store activities tailored to the local economic and cultural context. For example, the Central Chiang Mai Airport branch partners with Chiang Mai University and local artisans to host workshops and offer retail space for community-made goods. In the Northeast region-Khon Kaen, Udon Thani, and Nakhon Ratchasima branches-MUJI opens knowledge-sharing spaces focused on marketing and packaging design to support local entrepreneurs, helping to strengthen grassroots economies sustainably.
3.Product Innovation Aligned with Local Needs and Thai Producer Support
MUJI Thailand sources high-quality local ingredients to promote wellness and sustainability. Highlights include chocolate-coated dried fruits like mango, orange, banana, and blueberry - all made with Thai produce; natural mineral water from Phetchabun rich in natural minerals; and Thai-flavored shrimp crisps, made without preservatives or chemicals to deliver healthier snacking experiences aligned with local tastes. These efforts not only reflect Thai preferences but also generate income and opportunity for farmers and local producers nationwide.
"This award is not only a recognition of MUJI Thailand's leadership in the domestic retail scene,but also a signal of our capability to set new benchmarks for the retail landscape across Asia-Pacific - showcasing Thailand's global competitiveness."MUJI Thailand's win of the 'Brand Store of The Year - Thailand' award this year reflects that we are not only a leading retail brand in Thailand but also setting a new standard for the Asia-Pacific region - standing out with outstanding potential and competitiveness on the international stage," added Mr. Akihiro.
Ms. Ariya Panthumkomol, Marketing Manager at MUJI Retail (Thailand) Co., Ltd., emphasized, "We believe that MUJI's success in Thailand stems not only from product sales but from a deep understanding of our customers and a commitment to creating shared value for society in all dimensions. In the second half of 2025, we remain focused on elevating the MUJI experience across all aspects of everyday life. Our upcoming flagship store will redefine retail in Thailand with minimal yet powerful design, creative interaction spaces, and personalized services that truly reflect individual needs. This new branch will be more than just a store - it will serve as a contemporary cultural destination that connects people, communities, and Thai heritage through MUJI's timeless simplicity. At the same time, we will continue to develop products tailored specifically to Thai lifestyles and values -especially in the food category with locally sourced, chemical-free ingredients, and in-home and lifestyle products that authentically reflect how Thai people live - aligned with our brand's commitment to health, sustainability, and real-world functionality."