Japanese Lifestyle Brand MUJI To Launch Online MESSE In China

Online Trade Fair Running In Germany From June 3-30

MUJI MESSE runs in Germany through June 30

Japan’s popular minimalist brand MUJI, which currently has over 40 points of sale in mainland China, is taking social media to a new level with its new MUJI MESSE, an online trade fair deeply integrated with Facebook and Twitter. Launched in Germany on June 3 and running through June 30, MUJI MESSE highlights a selection of 100 of the company’s nearly 7,000 products. Viewers can comment on and vote for their favorite items via social media, and are then automatically entered into a lottery to potentially win what they chose. 100 prize winners in total will be chosen over the month, though winners must reside in Germany.

By taking the concept of the trade fair into the realm of e-commerce and social media, MUJI hopes its new MESSE can expose customers to the company’s “most unique items,” while increasing communication and relationship-building with potential shoppers.

After it wraps in Germany, MUJI MESSE is off next to China, with dates to be determined. As the Fashion Post notes this week, while MUJI already has an online presence in China, the company is likely interested in getting more deeply involved in the growing Chinese e-commerce market for mid-range international brands. Closer to the launch of MUJI MESSE China, Jing Daily will keep an eye on open questions such as which social media platforms will be included (presumably Sina Weibo, for starters) and how many products and winners the second installment of the MESSE will have.


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