Character-Designed Notebooks Gain Popularity Among Students Ahead of New School Year

As the new school year approaches in Indonesia, a noticeable trend is emerging in the back-to-school shopping season: students are increasingly drawn to notebooks and stationery adorned with popular characters and cultural designs. Beyond mere quality and price, the visual appeal of these school supplies has become a significant factor for young consumers.

Rio Haryanto, Director of Kiky Stationery (PT Solo Murni), observes that product design is now a primary consideration for students. He notes that notebooks are no longer just learning tools but also serve as a medium for self-expression. "Student consumers today increasingly favor notebook covers with expressive, character-filled designs. They want school products that are not only functional but also relevant to the popular culture they enjoy," Haryanto stated.

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Student consumers today increasingly favor notebook covers with expressive, character-filled designs. They want school products that are not only functional but also relevant to the popular culture they enjoy.

To cater to this demand, Kiky has introduced innovative designs, including official collaborations with the anime series One Piece. Characters like Luffy, Zoro, and Sanji are featured on special edition notebooks targeting students. This momentum has significantly boosted sales for Kiky, with data from MR.D.I.Y. Indonesia showing double-digit growth in Kiky product sales during June-July 2025 compared to average monthly sales.

Hendra Kurniawan, Director and Vice President of Retail Management at MR.D.I.Y. Indonesia, attributes this rise in interest to a shift in consumer preferences. "This momentum shows that customers increasingly appreciate products that offer added value, including through designs relevant to their interests," Kurniawan said. Marketing observers view this phenomenon as a reflection of changing consumer behavior among the younger generation, who place greater emphasis on personalization. Appealing designs can enhance students' engagement with their school supplies and serve as a form of personal identity.

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This momentum shows that customers increasingly appreciate products that offer added value, including through designs relevant to their interests.