Chinese stationery brand M&G has partnered with Japanese retail chain Tsutaya Books to showcase its produce range in 120 Tsutaya stores across Japan. 

In Tsutaya, M&G’s click-and-go highlighters and 0.18mm ultra-fine gel pens have become best-selling items among Japanese consumers.

Umezawa Toyonori, head of the stationery category of Tsutaya, said that this partnership helps M&G to introduce fresh perspectives to Tsutaya cultural sections and attract young shoppers interested in the cultural ties between China and Japan. 

In December 2024, Japanese consumers already approached some of M&G’s co-developed products at the Stationery & Women’s Expo, leading to the formalisation of this collaboration.

Being the “China annual no-one stationery brand” for three consecutive years, M&G aims to enhance the brand image by emphasising refinement and youth in upcoming products.