Recently, there is a very strong feeling: China’s development speed may be faster than we think.Where did this feeling come from?
Perhaps it is from the moment Deepseek 3.0 was launched on the Internet and shocked the internet, and was praised by bigwigs in the business and tech sectors for being a godsend to the Chinese people in applying it;
Perhaps it was the moment when the film ‘Ne Zha 2’ came out and went overseas, with countless viewers responding enthusiastically, and everyone having a great time watching it, swiping it twice and three times, and the global box office rushing towards the feat of 15 billion;
Or perhaps when we see, along with childhood growth and familiar and incomparable national brand – Chenguang stationery, began to enter Japan, to the international community, will export a stronger brand influence, that moment of pride.
That’s right, that familiar, interesting Chenguang stationery, linked to the life of countless Chinese people, is ‘super’ influence, quickly swept the Japanese stationery industry, stepped on the stage of the international stationery ceiling.
‘Niaoya announced a new cooperation, Chenguang surprised the Japanese stationery circle
Speaking of morning glory, this is a ‘friend’ that we can’t get away from from childhood to adulthood. From childhood scribbling, to the student years of writing, to work after the notes planning, morning glory stationery has always accompanied us. Its existence is like a kind of ‘national memory’, witnessing our growth and carrying countless memories.
Nowadays, this familiar brand is constantly bringing surprises to consumers all over the world. Recently, Chenguang has made a ‘big move’, which has made many Japanese students and cherry blossom girls sit up and take notice.
March 7, Japan’s largest cultural and creative chain channel Niaoya bookstore in the official website announced a strategic cooperation with Chenguang, Chenguang became the first in-depth cooperation in the form of nearly 120 Niaoya shops in Japan in the form of Chinese stationery brands.
As one of the ‘world’s most beautiful bookstores’, Niaoya Bookstore is not only a cultural landmark in Japan, but also a popular lifestyle destination for young consumers. It is a clever blend of bookstore, coffee, culture and design, so that everyone who walks in can feel a sense of happiness, no wonder so many people like it!
For this collaboration, Toyotoku Umezawa, head of the stationery category at Niaoya Bookstore, was also full of praise for Morning Glory. He said in an interview that Morning Glory’s global reach and innovation are impressive, with thousands of new products launched every year and designs that are particularly in line with young people’s aesthetics, giving consumers sufficient emotional value. Choosing to cooperate with Morning Glory will not only bring more freshness to Niaoya’s cultural and creative section, but also attract more and more young consumers to pay attention to the connection between Chinese and Japanese culture. This wave of cooperation can be said to be a win-win situation!
It’s worth mentioning that Morning Glory has been testing the waters of the Japanese market since the end of 2024, when it appeared at the Stationery Women’s Expo, which was attended by more than 500,000 people. Morning Glory’s ultra-fine gel pens, click-action highlighters, and other products attracted many Japanese consumers to try them out at the Women’s Expo, and the popularity of the products has set the stage for this official partnership.
Among them, several star products of Chenguang have become ‘explosive’ in bookstores. For example, this small square core highlighter is a ‘must-have’ for handbook lovers. Little red book in Japan to study blogger @ non-famous sister said, this highlighter, is simply a class note-taking, exam revision of the gods, press the head without worrying about losing the pen cap, is definitely a student party pen bag in the necessary models!
In addition to these, other products of Morning Glory also gained full of praise. For example, the blogger @ cherry blackie ‘wall’ recommended transparent sticky notes, stick on it does not block the text, a paste a write, write the wrong directly tear off, and will not dirty the books, the design is really very thoughtful.
Beautiful things have a natural attraction to people, Xiaohong book face value blogger @ a bowl of small Yang was deeply attracted by this candy-like colour scheme to promote the eraser, not only good-looking but also practical, the outside of a solid ‘sleeve’, like a hobby knife, push and pull the use of the knife, and even thoughtfully designed both sides of the non-slip grip.
At the same time let @ a bowl of small Yang love hands also this quiet correction tape, use no ‘squeak’ noise, especially suitable for use in libraries and offices!
At the same time, online morning glory Xiaohongshu official number also launched # in Niaoya meet morning glory # card activities, attracted a lot of users’ attention and participation, “domestic sharp goods” successfully attracted the attention of Japanese consumers.
Good stationery is able to get out of the circle, high quality and price conquest of the international market
When we just opened the door to the country, we always feel that everything is foreign incense, but now we can really feel that the original ‘foreign moon is not necessarily fuller than the Chinese moon’. Some time ago, a Chinese netizen living in the U.S. shared that his son received a gift from his Chinese classmates at school – a Miffy eraser from Morning Glory, which was very much appreciated by all the students in the class. No one would have thought that an eraser, which can be found everywhere in China, would become the most popular stationery in American elementary schools.
In fact, the good reputation of Chenguang overseas, as early as in the beginning of the year, ‘China and the United States stationery reconciliation’ on the hit out, when a large number of foreign IP ‘refugees’ into the small red book, we launched an in-depth comparison in a number of areas of life. From food to shopping, from health care to education, from tuition to stationery, from types to prices …… compared every aspect, and found that, living in China, our happiness level is still too high.
Especially in the stationery part of the comparison, foreign netizens have broken defence. Little Red Book blogger @ Uncle John Wang Uncle John, in response to the packing box environmental issues, directly told foreigners that in China, the tableware used for takeaways are biodegradable and environmentally friendly products. He also cited Morning Glory’s PLA biodegradable pens, which are made of corn and other biomass, as an example of a more environmentally friendly pen, and that China’s environmental protection endeavours have touched every aspect of life.
There was also blogger @ScarlettScarlett who shared her recently purchased Morning Glory Extreme Northland series of unisex pens with 3x density barrels and aurora-coloured body, which she loved both in terms of usage experience and unique design.
A blogger @JerryChang also said that he lived in the US for 10 years, and only found out after returning to China that the domestic Morning Glory stationery completely crushed the US stationery, and even the convenience stickers were designed with so much care.
Overseas netizens exploded in the comment section, exclaiming, ‘This stationery is amazing! Ask for a link to buy it!’ There were even some comments saying, ‘I really want to be adopted by Chinese parents!’ Some international students say that they can’t return to school without a box of domestic stationery! Not only are they addicted to it, but they also share the light of Chinese products with their classmates and friends, so that they can feel the ‘magic’ of Chinese stationery as well. Morning Glory is so proud of itself that it takes minutes for foreigners to be attracted to Chinese stationery.
In fact, whether it is stationed in Japan Niaoya bookstore, or in the global stationery triggered by the United States and China big reconciliation, morning glory out of the circle is not by chance. The root of the problem is the recognition and trust of consumers in Chenguang stationery, Chenguang’s in-depth insight into young people and the sincerity of always standing together with young people. Taking stationery as a carrier, and pursuing the double quality-price ratio of ‘emotional value’ and ‘good use’, the company uses exquisite and textured products to let young consumers really feel the sincerity and heart of the brand.
Today, morning glory stationery has long grown into a household name stationery brand, from out of home to out of the country, it uses the strength to prove that stationery is no longer a simple school supplies, but also young people to build the key to the original home of the spirit. 0.18mm nibs can measure the sharpness of the thought, the candy-coloured eraser retains the inspiration of the spark …… every detail contains the essence of the morning glory. The details all contain Morning Glory’s demand for exquisite quality with a sense of texture, from the continuation of the figurative product to the value proposition, which is the consumer’s perception of the value of an exquisite life.
What Chenguang Stationery is pursuing is the same as always, the original intention, is to walk side by side with young people, accompanying them, with a younger brand image, more exquisite and textured products constantly close to their inner world. This, perhaps, is the secret of Chenguang’s stable position as the No.1 stationery company for more than 30 years!
Source: Morning Post