The Stationery Industry: The Secrets of Jetstream… Japan’s World-Class Export Industry “At the Forefront of Product Development
Six major manufacturers compete with pencils! Kokuyo, Pilot, Mitsubishi Pencil, Pentel, Zebra, Tombo Pencil
The stationery industry regularly produces hit products, such as the light pink “Jetstream 4&1” used by Prime Minister Takaichi, and the B6 size of Kokuyo’s “Campus Notebook” used by Hajime Moriyasu, 57, as a memo pad at the 2010 World Cup in Qatar, which drew attention to the smaller version of this notebook. In recent years, such products have been born in Japan. In recent years, these products have gained tremendous support from foreign tourists as souvenirs of their trips to Japan. Against this backdrop, manufacturers in the stationery industry are currently working day by day to develop revolutionary products that will take the world market by storm.
Practicality vs. creativity
Mitsubishi Pencil, which sells 88.8 billion yen a year, has been pushing the envelope of “writing” in pursuit of writing comfort, led by “Jetstream,” which sells 100 million units a year worldwide and is even used by Prime Minister Takaichi.
The company offers different types of high-quality ballpoint pens: the Jetstream with oil-based ink, the Uniball One with gel ink (launched in 2008), and the Uniball Zent with water-based ink, launched in February of this year. All are easy to write with and do not bleed or distort.
For example, many oil-based pens have a net-like ink that does not feel good to write with, but “Jetstream” uses oil-based ink with low viscosity for a smooth writing experience. Other examples include “KURUTOGA” (2008), a mechanical pencil that maintains writing quality by constantly rotating and sharpening the lead, and “JETSTREAM” (2008), a mechanical pencil that eliminates inconvenience in use and is popular among all users.
In contrast to Mitsubishi Pencil, which emphasizes practicality, Pentel, which has annual sales of 46.2 billion yen, places value on creativity.
Pentel is an art materials manufacturer that launched the “Pentel Cayon” in 1955 and developed the world’s first signature pen, the “Pentel Sign Pen,” in 1963. The oil-based ballpoint pen “Flowtune,” released last June, is even lighter to write with than the “Jetstream,” so much so that the pen feels as if it is floating in the air. It may not be suitable for writing letters, but it is perfect for those who just want to scribble down ideas, such as sketches.
Zebra (annual sales of 41 billion yen), which sells the world’s best-selling oil-based marker “Mackey,” and Tombo Pencil (annual sales of about 15 billion yen), which uses “erasing” as its weapon, including “MONO Eraser” and “MONO AIR” correction tape, also have brands that capture global market share. The five companies mentioned so far are all writing brands.
The five companies listed so far can be said to be stationery makers pursuing “writing” and “erasing. However, Kokuyo, the industry leader with annual sales of 338.2 billion yen and its “Campus Notebook” brand, dominates the world with a powerful weapon that sets it apart from its competitors.
The “Scissors <Saxa>” series, which began with “Aero Fit Saxa” launched in 2001, is the top brand of low-priced scissors in Japan. Last year, Kokuyo renewed these “Saxa” scissors, incorporating a new technology called ″tilting inserts″. While the blades of conventional scissors are parallel to the handle, the new “SAKUSA” scissors are slightly angled. This makes it easier to cut thin materials such as film, tissue, and bandages, which are considered weak points of scissors. Scissors are basically made for right-handed people, but “Saxa” has dramatically improved the cutting ability, making it easier for left-handed people to use,” said Kiidate.
The “Dot Liner” tape glue launched in 2005 is also indispensable when talking about KOKUYO. It was a big hit, selling 1 million units in just 8 months after its launch. In 2010, Kokuyo launched a new type equipped with a new “flick cap” mechanism to prevent the cap from opening by itself in a pen case. The company’s “Cut,” “Paste,” and “Paste” pen cases are all available in a variety of sizes.
In addition to cutting and pasting, KOKUYO also excels at organizing, such as with its “Gabut File” (introduced in 1994). There are many manufacturers that make excellent pens and erasers, but Kokuyo is very good at handling paper.
Writing, erasing, and cutting. Cutting. Pasting, pasting, and organizing. The stationery industry has become a global export industry that Japan is proud of. Companies are now busy sharpening their pencils to develop new blockbuster products.
From the November 28/December 5, 2025 issue of FRIDAY
