The brand’s official history describes MyJae as having more than three decades of brand history, while its wider corporate lineage goes back considerably further.

Corporate origins

MyJae’s story is connected to the broader TOP Group, which traces its origins to 1957 in Taiwan. The group’s founder is identified in company materials as Hong Lao Dian (洪老典), who established the business and subsequently developed it into a consumer-products enterprise. 2

During the 1980s, the group expanded into mainland China. According to MyJae’s official brand history, the company initially worked with plastic raw materials and began producing cling film. Strong consumer response to the product eventually encouraged the group to establish its own branded products rather than remain solely a supplier.

Launch of MyJae

The MyJae brand was launched in 1993, with Shanghai serving as an important early market. Its initial identity was strongly associated with cling film and food freshness. The company built its proposition around keeping food fresh while preventing leakage, helping the brand establish itself in the Chinese household-products market.

The company’s official timeline records several subsequent milestones:

• 1993 — MyJae cling film launched.
• 2007 — MyJae became one of the first cling-film brands in China to receive QS certification.
• 2008 — High-temperature-resistant cling film was introduced.
• 2009 — The MyJae “Tear & Tear” cling-wrap product was launched.
• 2013 — MyJae received recognition as a famous trademark in Jiangsu Province.
• 2016 — The brand was selected among China’s Top 50 FMCG brands.
• 2018 — MyJae entered a strategic JBP partnership with Tmall/Alibaba.
• 2020 onward — The group expanded overseas, including operations in Vietnam and Southeast Asia.

MyJae has developed considerably beyond its original cling-film business. Its product portfolio includes categories such as:

• Cling film and food-wrapping products
• Food-storage and preservation bags
• Garbage bags
• Disposable household products
• Household gloves
• Cleaning cloths and rags
• Mops and cleaning tools
• Kitchen products
• Storage containers
• Other household-care products

The company’s current website describes its portfolio as covering 14 household-product categories, while another corporate description groups its principal product lines into categories including plastic wrap, plastic bags, gloves, rags, cleaning cloths, mops, disposable products, garbage bags, and food-storage boxes.

This represents a significant evolution from MyJae’s original identity as primarily a cling-film brand into a broader homecare and household-consumer-goods brand.

MyJae’s central proposition is based on improving everyday domestic life. The official brand describes its concept as:

“To realize the convenience and happiness of home life.”

Its stated vision is:

“Global Leader of Happy Home Life.”

The brand also identifies values including quality, safety, trust, convenience, health, and innovation.

In practical terms, this means MyJae does not position itself simply as a manufacturer of plastic wrap or cleaning tools. Instead, it presents its products as solutions to common household tasks—food preservation, kitchen work, cleaning, organization, and waste disposal.

The MyJae name is visually associated with a logo incorporating three overlapping water-drop shapes. A U.S. trademark registration describes the mark as the word “MYJAE” in stylized lettering positioned within three overlapping drops, with an eight-pointed star incorporated into the central drop. 3

The visual concept fits the brand’s historical association with freshness, cleanliness, and household care.

The Chinese name 妙洁 can broadly be understood as combining ideas of something being wonderful/excellent (妙) and clean (洁), which aligns closely with the brand’s emphasis on effective household cleaning and convenient home life.

MyJae has historically been particularly strong in China’s household-products market. According to the brand, its products reached approximately 30% of Chinese households, representing around 132 million consumers, based on Kantar Worldpanel data cited by the company for 2022. The company also states that consumers purchased MyJae products an average of 2.2 times during the relevant measurement period.

The company has also highlighted MyJae’s repeated appearance in the Kantar Brand Footprint ranking of China’s leading FMCG brands. Its official news archive records Top 50 recognition in multiple years, including 2021, 2022, and 2023.

That makes MyJae notable less as a luxury or lifestyle brand and more as a mass-market everyday household brand with high-frequency consumer usage.

Although China remains central to the brand, MyJae has pursued international expansion. The company’s timeline says that an overseas company was established in 2020 to develop business in Vietnam and Southeast Asia.

The brand’s official contact information currently lists operations/entities in:

• Shanghai, China
• Johor Bahru, Malaysia
• Ho Chi Minh City, Vietnam

The Malaysian entity is identified as TOP ENTERPRISE (MYJAE) SDN. BHD., while the Vietnamese operation is listed as TOP ENTERPRISE VIETNAM COMPANY LIMITED. 4

A Malaysian corporate database records TOP ENTERPRISE (MYJAE) SDN. BHD. as being incorporated in 2022, with activities including the manufacturing, distribution, importing, exporting, wholesale, and e-commerce sale of household products and appliances.

Southeast Asia is particularly relevant to MyJae’s international strategy. In Vietnam, company representatives have described MyJae as the flagship brand of TOP Group and positioned it as a provider of Asian household-care products. The brand has promoted products such as cling film, food-storage products, and cleaning tools for modern households.

The brand also maintains a Malaysian corporate presence, indicating that Southeast Asia is not simply an export market but part of its broader regional expansion strategy.

MyJae has also invested heavily in modern retail and e-commerce. In 2018, the company entered a Joint Business Plan (JBP) strategic partnership with Tmall, Alibaba’s major e-commerce platform. The partnership covered areas including marketing, logistics, data, product innovation, and omnichannel retail.

The company subsequently expanded its use of livestreaming, social-media promotion, and celebrity marketing. In 2021, for example, MyJae collaborated with Wu Chun (吴尊) and Walmart/JD-related promotional activities as part of a campaign around smarter household work.

This reflects a broader shift in MyJae’s marketing—from a traditional household-products manufacturer toward a consumer brand designed to appeal to younger families and digitally engaged shoppers.

MyJae is part of a broader corporate ecosystem associated with TOP Group. The official MyJae website identifies Triptop Chemicals (China) Co. in its copyright information and provides corporate contacts for TOP (China) Enterprise Group and other TOP-related entities.

The group’s intellectual-property records also show MyJae trademarks associated with New Top Corporation and TOP-related companies. Taiwan’s official business-registration information lists MyJae trademarks among the intellectual property associated with TOP Enterprise-related corporate ownership.

Because the group has multiple corporate entities across jurisdictions, “MyJae” should therefore be understood primarily as a consumer brand rather than as the name of a single worldwide legal corporation.

The MYJAE trademark has been registered in multiple jurisdictions and across multiple product classes.

For example, U.S. trademark records show a MYJAE registration dating from 2020, covering areas including cleaning preparations, disinfecting/deodorizing products, household-related goods, and textiles. 3

Malaysia’s Intellectual Property Journal also records a MYJAE trademark application by New Top Corporation, covering products including cling film, plastic packaging bags, garbage bags, aluminum foil, food-packaging materials, and related kitchen products.

Taiwanese trademark records likewise show registered MYJAE marks covering products such as cling film, plastic packaging bags, garbage bags, aluminum foil, and food-preparation materials.

One important point when researching the brand is that MyJae and 妙洁 are essentially the same brand identity in different markets/languages.

In Chinese-language markets, the brand is normally written 妙洁 (Miaojie), while the international-facing branding uses MyJae. This explains why searching only for “MyJae” can produce considerably less information than searching for “妙洁 / Miaojie.”

The official English website itself identifies the brand as MyJae, while its corporate history and Chinese-market materials correspond to the long-established 妙洁 brand.

MyJae’s current brand universe is broader than a single product category. Its official website organizes its consumer proposition around areas including:

• Happy Fresh Kitchen
• Light Clean Kitchen
• Social Fashion
• Exquisite Home

These represent different aspects of household life rather than merely different physical product types.

The group also has related brands and sub-brands, including MyJae Magic, positioned as a more premium/innovative line aimed at younger households and products designed to make everyday domestic tasks more convenient and enjoyable.

MyJae’s significance comes from its transformation from a single-category cling-film brand into a large household FMCG brand.

Its development can broadly be summarized in four stages:

1. 1957–1992 — Corporate foundation: Development of the wider TOP enterprise.
2. 1993–2009 — MyJae establishment: Launch of cling film and establishment of the brand’s reputation around freshness and food preservation.
3. 2010–2019 — Category diversification: Expansion into cleaning, storage, disposable products, and other household categories, alongside greater use of e-commerce.
4. 2020–present — Internationalization: Expansion into Southeast Asia and development of a broader global household-products strategy.

In simple terms, MyJae is essentially a large Asian household-products brand built around the idea of making everyday home life easier. It started with cling film and food preservation, became one of China’s better-known household FMCG brands, expanded into cleaning and kitchen products, and is now pursuing a broader Southeast Asian and international presence.

Its strongest brand associations are therefore: Freshness → Kitchen → Cleaning → Convenience → Household care → Everyday family life.

1. MyJae
2. MyJae official website
3. MYJAE Trademark of NEW TOP CORPORATION – Registration Number 6021268 – Serial Number 79267396 :: Justia Trademarks
4. TOP ENTERPRISE (MYJAE) SDN. BHD.: Company & Credit Report