Muji’s expansion into Asia is gaining momentum. The brand is targeting nearly 150 stores in the region by the end of this fiscal year up from just over 100 the previous year. In China alone, the aim is to have 70 stores with a presence in 29 cities. 2012 also saw increased optimization of the brand’s marketing with a global “Muji to Go” campaign and cross-department promotions in Japan. A pioneer in the digital space, the brand continues to move its communications online. The Muji Life social game saw participants from more than 100 countries. Muji Home Made was broadcast live over the internet and Muji KNIT Like Collection integrated Facebook into an interactive display. With a strong e-commerce platform already in place, the brand needs to ensure that these eye-catching activities are converted into long-term growth.