In Kenya Hara's beautiful book Designing Design there is a fascinating chapter on Muji's brand philosophy. From the idea of fostering acceptance instead of appetite among its customers to basing its communications on emptiness:

"The concept I propose for Muji's advertising is emptiness. That is, advertising does not present a lucid message, but in effect, offers an empty vessel to the audience… and viewers freely deposit into it their ideas and wishes… And so Muji's ads have no copy."