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Japanese Brand Muji Comes to China

Muji Hotels announced the expansion of the brand to China in order to pursue the potential of the rapidly developing market. The announcement has drawn much attention in the Chinese media. The first hotels will appear in Beijing and Shenzhen and are set to open closer to the end of the year.

The new hotels will have everything Muji-branded, including furniture and textiles. Each hotel will have from 40 to 80 guest rooms, and the amenities will include Muji-branded cafes and housewares shops. The Beijing hotel will be a collaboration of Muji and Odakyu Electric Railway, while in Shenzhen the Japanese hotelier will partner with a local developer.

Muji is a Japanese brand, but it is known in China, and many Chinese people consider it a brand with a premium feeling. Therefore, according to many industry experts, the brand will be popular in the country. Muji belongs to Ryohin Keikaku Ltd., and expansion of the hotel portfolio is one of the concepts of the company, even though the hotels’ contribution to the earnings may be not big. China is an important market for the Japanese manufacturer, and the new hotels will improve brand recognition. The main goods offered by Muji are furniture, travel goods, and various household items. The choice of Beijing and Shenzhen is not random – Beijing is the capital and Shenzhen is the “Chinese Silicon Valley”, so both the cities have fast-growing middle-class.

04.06.2017

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