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Writing Instruments in Japan

Publisher Euromonitor International
Published Feb 06, 2026
Length 22 Pages
SKU # EP20870609

Description

Japan's writing instruments market is characterised by contrasting forces, with demographic challenges suppressing volume sales and value-added innovation driving consumer engagement. Despite a decline of 0.6% in retail volume in 2025, the category is expected to grow at a CAGR of 2% to JPY198 billion by 2030, driven by inbound tourism and niche segments. The market's attractiveness lies in its potential for value-added innovations and the appeal of Japanese writing instruments to international...

Euromonitor International's Writing Instrumentsin Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Colouring, Markers and Highlighters, Pencils, Pens, Writing Accessories.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Writing Instruments market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

22 Pages
Writing Instruments in Japan
Euromonitor International
February 2026
List Of Contents And Tables
WRITING INSTRUMENTS IN JAPAN
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sustainability and retail expansion strengthen writing instruments strategies
CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
Tourism drives value growth for writing instruments despite volume decline
Gen Z revives Japan’s stationery market with nostalgia for analogue writing
CHART 2 PostPet Stationery Launch Targets Kidult Boom
Demographic shifts and digitalisation challenge volume sales
CHART 3 Pilot’s Kire-Na Highlighter: a Value-Added Innovation for a Shifting Market
WHAT’S NEXT?
Tourism will continue to drive value sales
Kidult and retro trends may help build momentum
CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
Mitsubishi Pencil strengthens leadership with premium design and purposeful innovation
CHANNELS
Offline retail channels lead through experiential marketing
E-Commerce complements offline retail by community building
Regional stores capture tourists seeking authentic Japanese craftmanship
CHART 5 Itoya Taps into Regional Tourism Boom with New Stores in Fukuoka and Hokkaido
COUNTRY REPORTS DISCLAIMER
CHART 6 Key Trends 2025
CHART 7 Emerging Tourist Destinations Attract Store Openings
CHART 8 Tiffany Unveils Asia’s Largest Flagship in Ginza, Tokyo
CHART 9 LALÙE Elevates Hermès Through Curated Resale Luxury
CHART 10 Analyst Insight
CHART 11 Real GDP Growth and Inflation 2020-2030
CHART 12 PEST Analysis in Japan 2025
CHART 13 Key Insights on Consumers in Japan 2025
CHART 14 Consumer Landscape in Japan 2025
PERSONAL ACCESSORIES IN JAPAN
EXECUTIVE SUMMARY
Tourism rebound and market polarisation fuel accessories growth
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Tourism-fuelled growth reshapes Japan’s personal accessories market
Luxury demand strengthens owing to market polarisation
Resale innovation elevates luxury engagement
WHAT’S NEXT?
Value-added offerings will sustain brand relevance in a competitive market
Character collaborations to drive cultural momentum
Demographic shifts demand strategic adaptation
COMPETITIVE LANDSCAPE
Leading luxury brands dominate with strong presence
Richemont stays ahead by deepening connection through elevated craft and storytelling
CHANNELS
In-store experiences sustain offline dominance in luxury accessories
TikTok shop accelerates social commerce growth
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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