From https://www.muji.com/us/feature/whatismuji/ https://www.muji.com/us/feature/whatismuji/: MUJI’s goal is to give customers a rational satisfaction, expresse

From https://www.muji.com/us/feature/whatismuji/ https://www.muji.com/us/feature/whatismuji/: MUJI’s goal is to give customers a rational satisfaction, expressed not with, “This is what I really want” but with “This will do.” I think half the time I go to a Muji store it's really because the entire space gives me a sense of calm. Making a brand that's inexpensive but still projects a quiet feeling of quality and attention to detail is rare, at least in America.