In the Digital Age, Analog Stationery Gains Value as Consumers Embrace Self-Expression

“Stationery has now become a form of fashion, like clothing or bags, that shows who you are,” said Junya Ogura, Loft’s director of global intellectual property development.

Ogura made the comment in Seoul’s Seongdong District while discussing trends in the global stationery market. Loft, a leading Japanese lifestyle goods retailer familiar to Korean travelers, has built its stationery offering around distinctive products.

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Stationery has now become a form of fashion, like clothing or bags, that shows who you are.

This month, the company partnered with Korean platform 29CM to present “Page to Pages,” its first stationery pop-up in South Korea. The event ran from the second through the sixth and marked Loft’s first pop-up planned jointly with a Korean platform.

Loft said the partnership grew from a shared interest in helping customers discover personal tastes. “Rather than simply gathering products that sell well, we consider it important to discover and propose products that are not yet widely known but can offer new value,” Ogura said. He described valuable stationery as items that make people feel good simply by owning them, express their individuality and invite them to show them to others.

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Rather than simply gathering products that sell well, we consider it important to discover and propose products that are not yet widely known but can offer new value.