Muji opened its 13th store in the Philippines at Eastwood City on Aug. 27, in a ceremony more subdued than the fanfare that accompanied its 12th branch at SM Aura last June. Where the SM Aura opening featured a splashy makeup launch, the Eastwood debut was marked by a drum performance and little fuss — fitting, perhaps, for a Japanese company built on selling a minimalist lifestyle. The brand, whose name is short for "Mujirushi Ryohin" — "no-brand quality goods" — was founded in Japan in 1980 and has long positioned itself on reasonably priced, plainly designed everyday items, an identity the Eastwood format leans into.

The makeup line showcased as an exclusive at the SM Aura opening was also available at Eastwood. Opening promotions for sales and freebies ran until Sept. 6, while vouchers given to the first 500 customers at the new store remain valid until the end of September.

Muji Eastwood did manage to get ahead of its sister stores by debuting the brand's 2027 planners first, with the rest of the branches following on Sept. 2. The Monthly/Weekly Planners offer various layouts to suit different planning styles, including monthly and weekly views, hourly schedules, daily task spaces, and additional note-taking pages. Available in A6, A5, B6, and B5 sizes, the collection comes in a range of cover styles and colors — Vinyl, Suede, Kraft, Black, White, White Gray, and Dark Gray — with select variants featuring a back pocket.

A Store Tailored to Its Market

"It's a compact market," Takeshi Akiyoshi, president and general manager of Muji Philippines, said in a group interview during the opening. He cited the surrounding community of condominiums, business satellite offices, restaurants, and supermarkets. "I prepared a small format for Muji."

Accordingly, the store focuses on consumer stationery, essentials, and garments. It has no café — a feature at some branches — because of the cafés located just outside the store. While some furniture was on display, Mr. Akiyoshi said that segment was not a priority, as residents of the neighboring condominiums likely already have their own furniture. The small-format approach reflects how the retailer tailors its branches to local catchments rather than replicating a single template, a flexibility it has used across its Philippine expansion.

"[We] focus on the consumable daily products, and essential products," he told the group.

Muji Eastwood carries a wide range of products for men, women, children, and babies, including clothing, bags, health and beauty items, stationery, some furniture, household essentials, storage solutions, fabrics, and bedding. The store also offers In-House Alterations, allowing customers to adjust select clothing items for a better fit and greater comfort, and stocks an assortment of plants.

Mr. Akiyoshi said he is preparing to launch a line of snacks, particularly chocolate, in the Philippines soon. "I already prepared the snacks for the Philippines. But just a moment, please. Difficult. Do you know the FDA (Food and Drug Administration)?" he said — a reference to the local regulatory registration process for food products.

The company also launched Muji Labo, a clothing line that "aims to get rid of the unnecessary 'fashion waste,' riding on the principle of unisexuality, producing basic wear that overrides age, sex and body size," on its online channels in the last week of August. The line reached the brand's bigger stores, in SM Mall of Asia and Glorietta, this month.

More Stores Ahead

More store openings are in the pipeline for the chain through 2027. "Minimum two," said Mr. Akiyoshi, though pop-ups are also planned for the brand. "I have confidence in the Philippine market to open (more) Muji (stores)." For readers, what to watch is whether the planned snack line clears FDA requirements and how the small-format model performs as the brand pushes toward further openings.

The new store is located on the Ground Floor of the 1800 Bldg., Eastwood City, E. Rodriguez, Jr. Ave. (C5), Bagumbayan, Quezon City.

In the Philippines, Muji is exclusively distributed by Stores Specialists, Inc., with branches at Glorietta 3, SM Mall of Asia, Estancia Mall, Greenhills Mall, Festival Mall, SM North EDSA, Uptown Mall, Shangri-La Plaza, Greenbelt 3, Power Plant Mall, Central Square, SM Aura, Eastwood, and online at mujiph.com.

— Joseph L. Garcia