Wondering through the creative district of Shenzhen I came across Emoi. Emoi is similar in ethos to Muji in terms of clean design, but with more of an emphasis on trying to be as green as possible. Their leaflets are printed on recycled paper with soya-bean-based inks.
Price-wise, their items retail about the same as you would expect to pay for items in Muji. The retail environment is less cluttered and better lit than the Muji stores that I have come across.
I was particularly impressed by their range of storage containers with a built-in blackboard surface so that you can relabel to fit different needs. Their online presence, in particular the blog and online store (Chinese language only) reflect the clean design look-and-feel of their products.