MUJI’s “Like Water, Like Air” corporate communications campaign

Hara Design Institute created the 2025 corporate communications campaign for MUJI.The theme of the campaign is laundry drying outdoors.Think of wet clothes basking in the sunlight as they interact with the gentle breeze and gradually dry, absorbing a fragrance that evokes the warmth of sunlit days. Such scenes are a universal part of human happiness. Seeing a correspondence with MUJI’s aspiration to become indispensable to everyday life, like water and air, we captured footage of laundry drying outdoors in Thailand, India, Italy, Greece, Bulgaria, and Japan.This is both a continuation to the “cleaning” theme of MUJI’s 2020 corporate communications campaign, and a tribute to the cultures of the world.

The campaign is being rolled out through in-store visuals, posters, movies, and newspaper ads. The movies are playing on in-store signage, websites, and on 1,637 screens in 173 movie theaters throughout Japan.


MUJI "Like Water, Like Air" Website
https://www.muji.com/jp/message/2025/en/