I would start with the dorms on campus, especially the bigger and more populated ones. Students living in central dorms are easier to reach in one delivery, and these are often freshmen or sophomores who are exploring brands and trying new products. Mailers here can generate curiosity quickly because these students are highly active socially and online.

To create content that reflects MUJI’s brand style, I would focus on simplicity, intention, and quiet storytelling. MUJI isn’t about being loud or trendy, it’s about calm, function, and thoughtful design, so the content should feel the same way. Visually, I would keep everything clean and minimal. I’d use neutral tones, natural lighting, simple backgrounds, and uncluttered spaces so the product is never competing with distractions. The framing would be soft and balanced, and the editing would be subtle, avoiding heavy filters or fast cuts. The goal would be to make the content feel calm and effortless. In terms of storytelling, I would highlight everyday moments rather than big statements. Content could show how MUJI products fit into daily routines: studying at a desk, organizing a backpack, journaling in a quiet café, or resetting a dorm room. These small, real-life moments reflect MUJI’s philosophy of usefulness and comfort. I would keep captions and voiceovers short, thoughtful, and understated. Instead of promotional language, I’d focus on function and feeling, using simple phrasing that lets the product speak for itself. Silence, ambient sounds, or light music would be used instead of loud audio to maintain a sense of calm.I would also emphasize purpose and design, showing how each product solves a small problem or improves daily life in a subtle way. Close-up shots of textures, materials, and details would help communicate quality without needing explanation.

On campus