Muji uses haiku to promote reading as part of Singapore’s National Library Board campaign


Japanese lifestyle store chain Muji is working with Singapore’s National Library Board as part of the National Reading Movement (NRM) campaign to encourage people in the country to share their love of reading.

The “Wall of Haikus” campaign, created by Ogilvy, sees Muji set up in-store installations in two of its stores that use haiku, a Japanese poem, in line with NRM’s 2022 theme “Be Unexpectedly Interesting”.

The installations feature 30 selected e-books and audiobooks via free bookmarks using 17 syllables, hand-drawn illustrations, haiku and QR code.

Customers at Muji stores can scan the QR code which links to an ebook from the NLB collection. The haikus on each bookmark are written to provide clues to book names, which cover different genres, from fiction and non-fiction to Singaporean literature and more.

“For this year’s edition of the National Reading Movement, we wanted to explore new ways to bring reading and discovery to more people,” said Chris Koh, Program Director of NRM.

“Through our partnership with Muji to bring haiku and books to people, we hope to inspire everyone to read more, read widely, and read together.”

Elrod Carvalho, Creative Director of Ogilvy Singapore added, “Haikus are a beautiful part of Japanese culture, and being able to showcase them alongside the joys of reading feels like a double discovery. We want everyone who interacts with the bookmarks to feel a sense of wonder and intrigue, as well as feel inspired by the bookmark designs and beautifully crafted Haikus, to then go home and download the book and continue their journey. of reading.


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