Mumuso’s branding sows confusion amongst Filipinos

Mumuso’s branding sows confusion amongst Filipinos
Mumuso’s branding sows confusion amongst Filipinos
This undated picture reveals Mumuso retailer in Uruguay (Mumuso/Launched)

Confusion between life-style manufacturers Miniso, Yoyoso, Mumuso, Uniqlo, Muji just lately grew not simply due to their rhyming names but in addition due to their model identification. 

Lately, the Chinese language life-style model Miniso made headlines after it drew flak for posting an image of dolls, one in all which it referred to as a “Japanese geisha doll” however which Chinese language social media customers identified was carrying a qipao gown, a standard Chinese language outfit.

The model additionally copied clothes model Uniqlo’s brand fashion. 

Miniso has since apologized after the backlash saying had “taken the unsuitable path” with its model positioning and advertising technique, having employed a Japanese designer as its chief designer between the top of 2015 and 2018.

READ: Chinese language retailer Miniso to ditch Japanese styling after backlash

Branding confusion

After the backlash on Miniso, Mumuso’s branding additionally gained buzz on-line.

Mumuso, one other Chinese language firm that markets itself as a Korean model, has additionally confused some Filipino customers. 

“Wait, Miniso and Mumuso are Chinese language manufacturers?!?! I believed Miniso was Japanese and Mumuso was Korean,” an internet person said

“The truth that I believed Mumuso is a Korean model, Miniso is a Japanese, and Mixiso is a Chinese language THE WAY I CAN DIFFERENTIATE THEM,” a Twitter person wrote

“Okay, so I simply realized that Miniso and Mumuso are each Chinese language corporations pretending to be Japanese and Korean,” an internet person said

One other on-line person said that the “nation of origin is just not the issue” however their “misrepresentation.”

In 2019, the South Korean authorities ordered Mumuso to close down its shops in Korea. 

Mumuso was based in 2014 in Shanghai, China, the place it opened its first two shops. 

The corporate opened an workplace in South Korea in the identical yr, however in keeping with The Korea Bizwire report, the workplace solely exists on paper. 

In keeping with the identical report, the corporate has no employees or gear within the nation and opened solely to create the looks it was Korean. 

The report stated that the model bought its merchandise with the slogan “we got here from Korea.”

After receiving backlash, the model marketed itself as “impressed, developed, and conceptualized by Korean developments and tradition.”

Regardless of this rebranding, the phrase “.kr” is noticeably inscribed beside Mumuso’s signage in most of its shops. 

In 2016, it opened its first abroad retailer within the Philippines. The corporate has over 2,800 shops in over 40 international locations, based mostly on Mumuso’s web site. 

In the meantime, apart from Mumuso, different life-style manufacturers with comparable components in advertising are Yoyoso, Muji and Uniqlo.

  • Yoyoso is operated and managed by Hongkong Yoyoso Buying and selling Restricted. It was based by Huan MA in 2014.
  • Muji can also be a Japanese life-style model launched in 1980.
  • Uniqlo is a Japanese clothes model based in 1949.