Japanese Stationery is Gaining Global Popularity for Its Superior Quality

Japanese stationery products are gaining popularity overseas. On one hand, the domestic market is projected to decline over the long term due to digitization and an aging population. Conversely, overseas demand for high-quality Japanese stationery remains strong, particularly writing instruments like ballpoint pens. 

There is also a significant demand for Japanese stationery for both artistic endeavors and as gifts. As the yen weakens, there is a surge in opportunities. Major companies are focusing on expanding into overseas markets with ample growth potential. The uptick in catering to the souvenir preferences of inbound tourists corresponds with the resurgence of the tourism industry.

Influence of Japan's Educational System

Sakae Yoshida, Executive Director of the Japan Writing Instruments Manufacturers Association (JWIMA) in Tokyo's Taito-ku, discusses the stationery market. 

"In the past, there were stationery manufacturers in Europe and the United States," he says. "However, many went out of business due to the spread of inexpensive Chinese-made products." Yoshida explains, "Those that survived have mostly stopped developing stationery. Perhaps what defines domestic manufacturers is their ability to consistently introduce new products without being phased out," he opines. "Stationery exports have been a factor."

Despite the domestic market contraction, JWIMA's data reveals that writing instruments' export value hit around ¥128.2 billion JPY (approximately $817 million USD) in 2022. This represents an increase of about 20% compared to 2017.

High quality is the key factor driving Japanese stationery's popularity abroad.

In contrast to the alphabet-focused culture of the West, Japan embraces a wide array of characters, from complex kanji to hiragana and katakana. Beyond pens and pencils, the dedication to smooth writing extends to notebooks, showcasing the distinctive evolution of Japanese stationery and its competitive edge. 

Many schools abroad typically provide or lend stationery in classrooms, making it difficult for the idea of using only one's favorite to take root. When students begin school in Japan, they typically receive a complete set of stationery. These are often personalized with their names. Therefore, Japan's educational practices are believed to contribute to the superior design quality of Japanese-made stationery compared to foreign alternatives.

POSCA's Vivid Colored Pens

POSCA, a water-based felt-tipped pen renowned for its vibrant colors and versatility in writing on various materials, is capturing attention abroad. 

A spokesperson from Mitsubishi Pencil, the company behind POSCA, highlights, "We're seeing growing demand in the art and craft markets." Furthermore, the company enjoys solid support for its water-based ballpoint pens in North America. 

Over the years, the portion of total revenue generated from overseas sales has been steadily rising.  

Influenced partly by the weakening yen, overseas sales accounted for 53.5% of the total revenue of ¥748 billion ($4.7 billion) for the fiscal year ending in December 2023. At ¥395 billion ($2.5 billion), this marks a 2.6 percentage point increase from the previous period. It also represents the highest overseas sales ratio in the company's history.

Earlier this March, the company completed its acquisition of Lamy GmbH, a renowned European stationery manufacturer based in Heidelberg, Germany. Aiming to expand its presence in overseas markets, particularly Europe, the company is integrating Lamy's signature fountain pen technology.

Quick-drying and Disappearing Ink

Pentel, located in Chuo-ku, Tokyo, has a history of overseas expansion spanning about 70 years. The company has established operations through 20 sales subsidiaries and five factories in Europe and North America. 

"In Japan, we are known for crayons and paints," a spokesperson notes. "Yet, data from overseas sales shows that ballpoint pens, markers, and mechanical pencils represent a significant share of overseas sales."

Its overseas sales ratio reached approximately 70% in the fiscal year 2022. Pentel anticipates continued growth and is enthusiastic about fostering expansion in emerging regions like China, India, and Central and South America.

EnerGel, Pentel's ballpoint pen, dominates its international sales lineup. Introduced in 2001, it is now available in over 120 countries and regions worldwide. With sales increasing each year, its global sales had surpassed 1.2 billion pens as of September 2023.

With EnerGel, the ink swiftly transforms from gel to liquid upon contact with the paper. This ensures a smooth and vivid writing experience.

The ink's rapid drying property has also been pivotal in its skyrocketing popularity abroad. In places like Europe, there is a higher proportion of left-handed individuals than in Japan. Even when writing from left to right, the quick-drying ink effectively prevents smudges on sleeves and documents.

Pilot Corporation's Frixion series, which includes ballpoint pens that use special ink that disappears when rubbed, has become a global sensation. By the end of 2023, they had sold 4.4 billion units worldwide. In the US, they have been increasing sales of their gel-ink ballpoint pen, the G-2 (G-Two).

Innovative Binders Trending Overseas

Meanwhile, Kokuyo has a relatively low overseas sales ratio of 14.4% as of December 2023. However, it is actively expanding its presence in countries such as India and China. This has led to a rise in the proportion of their stationery business to 35.3%, indicating a growing trend.

"Binder notebooks and loose-leaf paper are currently popular among high school girls in China," according to a spokesperson. Binder sales in China last year tripled compared to 2018. Although binders may not be considered innovative in Japan, they have virtually no market overseas. Even in pop-up stores that debuted last year in locations such as Thailand and Malaysia, binders were a hit.

They take pride in their ability to set themselves apart from local manufacturers in China by offering customized notebooks tailored to individual styles. This customization includes options like adjusting ruling and paper quantity, all while prioritizing a pleasant writing experience and appealing design.

Kokuyo also opened a stationery store directly connected to the Haneda Airport Garden complex in January 2023, targeting the increasing number of inbound tourists. The company notes that gift sets featuring popular items such as Campus Notebooks are selling fast. 

It has also set up IoT (Internet of Things) vending machines, enabling customers to buy stationery while enjoying videos, photos, and music. 

In its first year, the store welcomed around 30,000 visitors from 25 countries and regions. They indicate that these visitors have had the chance to truly appreciate the charm of Japanese stationery.

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(Read the article in Japanese.)

Author: Keiko Tamura, The Sankei Shimbun