As a brand,MUJI goes against the mainstream brand concept by creating a “non-brand” brand image. In product packaging design, it adheres to consumer-oriented design concept and chooses natural packaging materials and simple colors with streamlined text descriptions. MUJI also uses forms of advertising of emptiness in which advertising content is reduced to the extreme by conveying a feeling of existence from the concept of nonexistence and the final combination of the two which unifies the connotation of oriental culture.