"Muji", a Japanese lifestyle brand that has always focused on nature and quality, was named after the CCTV 315 Gala exposure and quickly became a hot search on Sina Weibo. The Chinese government has issued relevant regulations earlier. In order to ensure the food safety of Chinese consumers, it is clearly prohibited to import food, agricultural products, feed, etc. from the "nine counties and one capital" that may be subject to nuclear pollution.
The evening party revealed that in September last year, the Shenzhen Market Inspection Bureau found during a law enforcement inspection that some of the products on sale of Muji were from Tokyo, which is listed on the list of prohibited imports. Moreover, the detailed origin information is hidden, and MUJI is also believed to be suspected of deliberately deceiving Chinese consumers.
Muji said that it did not sell any problematic products in China. The written responses received from Muji China on March 16 are as follows:
Judging from the content of the response, Muji does not agree with the "nuclear pollution" products exposed by CCTV's 315 Gala. Some netizens questioned the "production and origin" of the Muji products mentioned in the exposed video, saying that the place of origin printed on the product packaging is likely to refer to the manufacturer's registered address (or functional office) rather than the location of the factory where the production and processing work is carried out.
Muji currently has more than 200 stores in China, making it the brand's well-known and most important overseas market outside Japan. Muji is consistent with the trend of Chinese consumers' consumption upgrading. Store location selection also extends from first-tier cities to lower-tier cities. These developments are largely based on Muji's natural and high-quality brand image and are based on the trust of Chinese consumers in their quality. In China, Muji has always shown itself as a "middle class" or even a "light luxury". This is directly reflected in the price. Although the price has been reduced many times, the price of Muji in China is still much higher than that of the Japanese market.
The exposure of 315 will more or less reduce the trustworthiness of Muji in the hearts of Chinese consumers and set up obstacles for the brand to continue to penetrate the Chinese market.
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