Muji Thailand is restructuring its retail strategy by renovating Bangkok stores to a new 1,000 sq.m. standard—triple the previous footprint—to showcase full product categories (apparel, home goods, food) and improve customer experience. The chain is simultaneously scaling up Thai-made food products to 50% of food sales and targeting provincial market awareness (currently 40% vs. 60% in Bangkok) through repositioned store communications focused on brand philosophy rather than price competition. The Central Pinklao flagship store, reopened September 18 at 1,000 sq.m., targets 80% sales growth versus 2025, signaling confidence in the expanded format for both domestic and export channels.