MUJAGI: taking the strength of K-design into B2B
Mentoring notes from a brand that shares the aesthetics of traditional Korean ceramics. Today we held an online mentoring session with the MUJAGI team, a brand that reinterprets the understated beauty of traditional Korean ceramics for today.
Amid the recent K-culture boom, it was impressive to see the brand achieve notable margins and establish a distinct presence as a design brand. It was a meaningful experience to take part directly in that growth.
MUJAGI shows what K-design can do. Built on a clear philosophy, a modern reinterpretation of what is Korean, the brand turns the lines and forms of traditional ceramics into everyday objects.
Its designs are understated yet deep, and practical enough to blend naturally into everyday life, which has earned the brand a steady fan base at home and abroad.
The key challenge for B2B expansion is touchpoint design. In this mentoring session, we had an in-depth discussion with the MUJAGI team about structuring their B2B marketing and sales.
We focused especially on understanding the needs of each buying center and on how to design a tailored strategy for each.
Buying center members: key roles
Area of interest User: practicality, design, brand value Buyer: unit price, delivery date, supply stability Decision-maker (DMU): philosophy, story, fit with the company image How to deliver a value proposition built on brand philosophy MUJAGI doesn’t sell its products as mere ‘objects’. It is a brand that delivers ‘the beauty of Korea’.
So in this session we designed a value proposition communication strategy together, so MUJAGI’s own philosophy and design language can be conveyed persuasively to B2B customers as well.
We structured this so the brand’s depth and authenticity come across as a reason to partner, not just a product description.
Maintaining customer relationships and building a B2B nurturing strategy: how to carry the relationship forward after the first touchpoint was also one of the core topics of this mentoring.
For a philosophy-driven brand like MUJAGI, the priority is not short-term sales but
Because long-term partnerships matter, we built out a B2B nurturing strategy around a regular newsletter, content marketing centered on brand philosophy, and sample kits with a designed feedback loop.
The key is making buyers feel the brand is something they can build together.
B2B marketing that stays true to the brand: “We don’t exaggerate, but we speak sincerely.” This sentence captured MUJAGI’s brand attitude well.
We proposed turning this authenticity without exaggeration into a point of differentiation in the B2B market as well.
Rather than product-centered marketing, we focused on communication built around the brand as users experience it, so MUJAGI can grow while staying true to itself.
MUJAGI’s next leap looks promising. Through today’s mentoring, we saw real potential for the MUJAGI team’s philosophy and design strength to go beyond simple product sales and grow into a global design partner.
With a structured B2B marketing approach, we look forward to seeing this understated and beautiful brand reach more spaces and a wider market.
Great work, everyone.
Today’s mentoring at a glance. Item / Details. Brand: MUJAGI. Key
Product line: Tableware and living design based on traditional ceramics. Mentoring topic: Building B2B marketing and sales strategy. Key discussion points: Strategies by buying center, nurturing, and structuring the value proposition.
