导语：第三次参加进博会的MUJI無印良品，在尝试用"耕种之美"的故事，讲好下一个20年的开局。 秋意渐浓，上海再次成为全球商业瞩目的焦点。第八届中国国际进口博览会（下称"进博会"）已拉开帷幕，这场举世瞩目的盛会吸引了来自世界各地的企业 参展。 其中，MUJI無印良品（下称"MUJI"）的展位格外引人注目——这是MUJI第三次亮相进博会，恰逢其进入中国内地市场20周年的重要节点。 在进博会开幕前夕，MUJI無印良品中国董事长兼总经理堀口健太接受了第一财经等媒体的采访，分享了MUJI连续三年参展进博会的思考、在华20年发展成 果以及未来对中国市场的战略布局。 F O 01 TI 三赴进博，以"耕种之美"诠释品牌理念 "进博会能聚集众多企业，获得政府及相关部门的高度关注与支持，是件非常了不起的事情。"堀口健太表示，"去年，我在进博会中看到了许多新技术、新 产品和新服务等，这是一个非常珍贵的交流平台。" 今年，MUJI的展台设计以"耕种之美"为主题，巧妙呼应了其一直倡导的"自然的力量"品牌理念。堀口健太阐释道："'耕种之美'表达了我们与自然联结的方 式，也传递了我们对中国传统农耕文化和智慧的尊重，以及MUJI在中国市 ...

Core Viewpoint - MUJI celebrates its 20th anniversary in mainland China with the release of a special publication titled "MUJI: The Voice," highlighting the stories of 21 loyal customers and 21 best-selling products over the past two decades [1][3]. Group 1: Anniversary Celebration and Publication - The special publication "MUJI: The Voice" was co-created with 21 consumers who love the brand, documenting the journey of 21 classic products that have been popular in the Chinese market since MUJI's entry in 2005 [3][5]. - MUJI's art director, Naoto Fukasawa, expressed the hope that MUJI can continue to resonate deeply with people's inner lives through its stores and products, reflecting the respect for Chinese culture [1][5]. Group 2: Product Development and Localization Strategy - MUJI has opened a total of 414 stores in mainland China, including 14 flagship stores, covering 81 cities, demonstrating its commitment to the Chinese market [8]. - The company adheres to three fundamental principles in product development: selection of raw materials, improvement of processes, and simplification of packaging, integrating "the power of nature" into daily life [8][10]. - Since 2019, MUJI has implemented a localization strategy, establishing a local product development team to create products that cater to Chinese consumers, resulting in 70% of its lifestyle goods being locally developed [10]. Group 3: Future Plans and Market Potential - MUJI plans to launch a "Gratitude Season" event in July to celebrate its 20th anniversary, offering exclusive gifts and special discounts [7]. - The company views the Chinese market as its most important overseas market and aims to continue expanding its investment and presence in the region, recognizing the unique potential for growth [10].

Core Insights - MUJI released its 2024 Sustainability Review on Earth Day, marking its second consecutive year of focusing on sustainability in China, showcasing its long-term commitment to a harmonious relationship between people, nature, and products [1] - The company has established a local product development team in China since 2019, leading to the introduction of innovative product lines that utilize local materials and production capabilities [1][2] Product Development - In the 2024 fiscal year, MUJI launched 16,367 new SKUs, with 3,936 SKUs developed and produced by local teams in China, including a hemp series made from locally sourced hemp from Heilongjiang Province [2] - The OBP series exemplifies MUJI's approach to product development, integrating practicality, aesthetics, and consumer values into the design process [5] Local Engagement and Cultural Impact - The OBP series has fostered cultural pride among local artisans, with traditional handicrafts gaining recognition and creating job opportunities within the community [5] - MUJI aims to create a sustainable cycle through continuous product development, enhancing local employment and cultural engagement [5] Sustainability Initiatives - MUJI CYCLE was officially launched in China in 2024, with 59 stores participating by February 2025, collecting 8,875 kg of plastic for recycling and repurposing [6] - The company emphasizes the use of recycled materials in its stores, reinforcing its sustainability message through various community engagement initiatives [8]