As digital tools increasingly become the norm, it’s easy to assume the traditional paper notebook is on the decline. However, paper remains the tool of choice for many discerning tasks and professions. From a child’s first scribbles to a student’s notes, a professional’s planner or even an author’s memoirs, paper remains a time-honored medium. In Japan, the market for paper notebooks is more than just surviving—it is thriving. The tactile appeal of physical stationery resonates with those who value aesthetics, fueling a robust and innovative stationery industry. New products are regularly introduced to the market, blending classic designs with modern technology.
From modular techo notebooks favored by urban professionals to genkō yōshi, the traditional squared paper used by students for essay writing, writing paper remains big business. For Nippon Notebook Corporation, a company formed through an alliance of three historic stationery brands —Kyokuto, Apica and Okina—with a combined legacy of over 100 years, it has never been a better time to be in the paper business. Led by company President Sohei Imaizumi, a committed champion of paper, Nippon Notebook has seen strong demand as customers turn away from screens and seek out more tangible goods.
“As digital tools evolve at a rapid pace, there is a growing appreciation for analog products. In some ways, they are increasing in value due to the progress of the digital world,” said Imaizumi. “Writing by hand allows for freedom of movement, activating different parts of the brain in a more dynamic way. In that sense, it’s incredibly important to use analog tools that support our cognitive health and keep our brains engaged,” he added.
Apica is now expanding into overseas markets as a global brand. C.D. Notebook, its flagship product, was launched in 1987 and has become a top seller. Celebrating the product’s 25th anniversary, the new Premium C.D. Notebook was launched in 2012, with a special focus on each of its components, including the paper and binding method. Based on the concept of “choose paper like you would a good pen,” writers feel the “smoothness of silk” with this notebook. Staying true to its customer-first philosophy, Nippon Notebook continues to expand its wide range of products tailored to different needs and preferences.
“Whenever we develop something new, we put ourselves in the user’s shoes and ask how we can improve their experience—not just in the product itself, but also in its longevity and support,” said Imaizumi. “Ultimately, I believe this mindset is what makes ‘Made in Japan’ products so highly regarded around the world.” To this end, he sees strong growth potential in the overseas consumer base. “Our priority is now on distribution channels, which are key to effectively penetrating local markets,” said Imaizumi.
