Why did Uniqlo suddenly switch to having katakana in their logo?

This changed seemed to happen slightly earlier abroad than in Japan and I also saw Uniqlo advertising “Japanese technology” in their winter underwear, it seems like a deliberate move from wanting to be generically international to wanting to have a specifically Japanese image. As I know nothing of the internal decision making of this company obviously talking about the reason why would be pure speculation, but here goes anyway with three possible theories:

- It was an internal decision to bring back some national pride to the poor Japanese salarymen who were being forced to use English in the headquarters in Japan

- It was a reaction to the success of the faux-Japanese brand SuperDry

- It was due to the expansion of Uniqlo in China, where everything Japanese is either cool and worth a premium price or evil and worth burning, depending on the day

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