Writing Instruments in Hong

Kong, China
Euromonitor International
March 2024
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2023 DEVELOPMENTS ............................................................................................................... 1
Resumption of foot traffic drives resurgence of writing instruments in hong kong .................... 1
The resumption of travel shifts consumer demand towards japan ............................................ 1
Shifting trends and digital dominance challenge luxury pen brands ......................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Adapting to consumer preferences for japanese brands is key to success in domestic market 2
Innovative writing instruments needed to survive in the digital world ........................................ 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Writing Instruments by Category: Volume 2018-2023 .................... 3
Table 2 Sales of Writing Instruments by Category: Value 2018-2023 ....................... 3
Table 3 Sales of Writing Instruments by Category: % Volume Growth 2018-
2023 ............................................................................................................. 3
Table 4 Sales of Writing Instruments by Category: % Value Growth 2018-
2023 ............................................................................................................. 4
Table 5 NBO Company Shares of Writing Instruments: % Value 2019-2023 ............ 4
Table 6 LBN Brand Shares of Writing Instruments: % Value 2020-2023 .................. 4
Table 7 Distribution of Writing Instruments by Format: % Value 2018-2023 ............. 5
Table 8 Forecast Sales of Writing Instruments by Category: Volume 2023-
2028 ............................................................................................................. 6
Table 9 Forecast Sales of Writing Instruments by Category: Value 2023-2028 ........ 6
Table 10 Forecast Sales of Writing Instruments by Category: % Volume Growth
2023-2028 .................................................................................................... 6
Table 11 Forecast Sales of Writing Instruments by Category: % Value Growth
2023-2028 .................................................................................................... 7

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 1

WRITING INSTRUMENTS IN HONG

KONG, CHINA
KEY DATA FINDINGS
▪ Retail value sales grow by 19% in current terms in 2023 to HKD770 million
▪ Markers and highlighters is the best performing category in 2023, with retail value sales rising
by 20% in current terms to HKD210 million
▪ Pilot Pen Co (HK) Ltd is the leading player in 2023, with a retail value share of 14%
▪ Retail sales are set to increase at a current value CAGR of 5% (2023 constant value CAGR of
2%) over the forecast period to HKD960 million

2023 DEVELOPMENTS

Resumption of foot traffic drives resurgence of writing instruments in

hong kong
In 2023, writing instruments in Hong Kong experienced a resurgence, fuelled by the
resumption of foot traffic and the expansion efforts of prominent retailers. Stationery Lo, a well-
known chained retailer of writing instruments and non-grocery goods, capitalised on the
increased foot traffic by expanding its presence. With 15 outlets across Hong Kong, Stationery
Lo benefited from the renewed interest in writing instruments among consumers.
The economic downturn and falling real estate prices in Hong Kong during 2023 played a
significant role in this revival. Lowered rents provided an opportunity for stationery specialists to
expand their offline presence once again, contributing to the rebound in writing instrument sales.
This favourable environment allowed retailers to reach more customers and tap into the growing
demand for quality writing instruments. In addition to offline expansion, key category brands and
retailers adapted to the changing landscape by establishing e-commerce platforms. Recognising
the importance of easy access and convenience for consumers, this channel inclusiveness
facilitated the purchase of writing instruments without time and location restrictions. By
embracing e-commerce, the category in Hong Kong achieved healthy and stable growth
momentum, despite the diminishing need for traditional paper-based writing among local
consumers.

The resumption of travel shifts consumer demand towards japan

In 2023, writing instruments in Hong Kong experienced the influence of greater travel
frequency as local consumers resumed their travel routines following the lifting of restrictions in
late 2022. Japan, renowned for being a leading source country of writing instrument brands and
products, emerged as a top destination for Hong Kong travellers. This shift in behaviour resulted
in a redirection of consumption power from the domestic market to that of Japan.
The depreciation of the Japanese yen further enhanced the appeal for local consumers to
purchase the latest models of writing instruments from the country. This trend mitigated the
rebound of writing instruments in Hong Kong, as consumers sought to take advantage of
favourable exchange rates and access a wider range of products. To cater for the impulse
purchase demand in the domestic market, local retailers continued to import the latest models of
pens and writing accessories from Japan. By offering these sought-after products, retailers
aimed to attract and retain the consumption power that had shifted to the Japanese market. This

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 2

strategic approach allowed retailers to fulfil the desires of local consumers for the latest and
most innovative writing instruments, thus stimulating domestic sales.

Shifting trends and digital dominance challenge luxury pen brands

Luxury pens, once a popular choice for gifting, have faced sluggish growth in recent years.
The diminishing need for consumers to carry and use writing instruments has been a key factor
in this trend. With the prevalence of smartphones and laptops serving as multi-purpose tools for
daily work and other activities, the demand for traditional luxury pens has declined. In the
context of gifting and showcasing social status, consumers now have a wide range of alternative
choices. Smartphones, luxury watches, and fine jewellery have emerged as popular options that
can replace luxury pens and writing accessories. These items offer a combination of
functionality, style, and status, making them attractive choices for consumers. As a result,
brands such as Parker, Montblanc, and Lamy are expected to face ongoing challenges in
retaining their sales and share in the coming years.
To navigate this shifting landscape, luxury pen brands will need to adapt their strategies. They
may explore collaborations with technology companies or incorporate digital functionalities into
their pens to align with the evolving preferences of consumers. Additionally, emphasising the
craftsmanship, heritage, and exclusivity of their products can help differentiate luxury pens from
electronic alternatives and appeal to niche segments of collectors and enthusiasts who
appreciate the art of writing.

PROSPECTS AND OPPORTUNITIES

Adapting to consumer preferences for japanese brands is key to

success in domestic market
The growing trend of Hong Kong consumers travelling, particularly to Japan, poses a
significant challenge to local retailers of writing instruments. With access to the latest products
and models at affordable prices in Japan, consumers from Hong Kong are drawn to the
offerings of Japanese brands. This shift in consumption power to the foreign market
necessitates the need for local retailers to take strategic action. To mitigate the impact of this
shift, retailers in Hong Kong must expand their product offerings to showcase a wide range of
options from both Japanese and non-Japanese brands. Demonstrating the availability of diverse
products within Hong Kong will help regain the attention of target consumers and encourage
them to make purchases locally.
In addition, leveraging sales events can be an effective strategy to offer affordable options to
local consumers. By providing competitive pricing and discounts, retailers can encourage
consumers to reestablish the behaviour of purchasing new and stylish writing instruments in the
domestic market. Utilising social media platforms can serve as a cost-effective way for retailers
to stay connected with consumers. By actively promoting and showcasing the latest products
available in-store, retailers can engage with customers and build a recurring customer base for
future growth.

Innovative writing instruments needed to survive in the digital world

In the evolving landscape where digital technologies have replaced traditional writing
instruments for many daily tasks, product innovation becomes crucial to maintain consumer
awareness and demand. The rise of smartphones and computers as primary tools for work
activities, including signing documents through platforms such as DocuSign, has significantly
impacted the role of writing instruments. To remain relevant, brands must identify unique niches

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 3

for writing instrument products that offer distinctive functions aligning with consumers' everyday
lives.
Pilot Pen, a prominent player in writing instruments, has exemplified this approach with its
latest offering, the Frixion Grayscale. This innovative pen features erasable ink that disappears
at temperatures exceeding 60 degrees Celsius and reappears at temperatures below 10
degrees Celsius. This unique functionality not only brings joy and room for creativity to
consumers during writing, but also captures the attention of those who appreciate special
stationery and enjoy trying and collecting such items.
To retain share and foster growth in this challenging period of increasing digital adoption, it is
imperative for brands to continue their product development processes. By continuously
introducing new features, functionalities, and designs, brands can cater for evolving consumer
needs and preferences, ensuring they remain relevant in an increasingly technology-driven era.
Combining technological advancements and creative innovations can enable writing instrument
brands to carve out their place in the market, offering products that provide a unique and
enjoyable writing experience while adapting to the changing demands of the digital age.

CATEGORY DATA
Table 1 Sales of Writing Instruments by Category: Volume 2018-2023

'000 units
2018 2019 2020 2021 2022 2023

Writing Instruments 81,371.2 76,119.6 56,780.3 59,597.7 61,479.5 70,535.0

Colouring 10,954.1 10,174.2 7,421.8 7,573.4 7,731.5 8,912.9
Markers and Highlighters 21,713.3 20,217.3 14,034.9 15,178.9 15,973.8 18,665.8
Pencils 4,933.0 4,618.2 3,501.3 3,682.8 3,815.7 4,427.6
Pens 26,219.3 24,323.9 17,669.1 19,425.5 20,162.2 23,317.7
Writing Accessories 17,551.5 16,786.2 14,153.0 13,737.0 13,796.3 15,211.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Writing Instruments by Category: Value 2018-2023

HKD million
2018 2019 2020 2021 2022 2023

Writing Instruments 831.0 779.3 553.8 607.8 648.0 769.6

Colouring 54.3 50.7 37.1 38.2 39.9 47.0
Markers and Highlighters 226.2 212.8 148.8 162.9 175.4 209.7
Pencils 26.7 25.2 18.9 20.0 21.2 25.1
Pens 469.0 438.7 307.1 344.9 368.7 438.5
Writing Accessories 54.8 51.9 41.9 41.7 42.9 49.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Writing Instruments by Category: % Volume Growth 2018-2023

% volume growth
2022/23 2018-23 CAGR 2018/23 Total

Writing Instruments 14.7 -2.8 -13.3

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 4

Colouring 15.3 -4.0 -18.6

Markers and Highlighters 16.9 -3.0 -14.0
Pencils 16.0 -2.1 -10.2
Pens 15.7 -2.3 -11.1
Writing Accessories 10.3 -2.8 -13.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Writing Instruments by Category: % Value Growth 2018-2023

% current value growth

2022/23 2018-23 CAGR 2018/23 Total

Writing Instruments 18.8 -1.5 -7.4

Colouring 18.0 -2.8 -13.3
Markers and Highlighters 19.6 -1.5 -7.3
Pencils 18.7 -1.2 -5.8
Pens 18.9 -1.3 -6.5
Writing Accessories 14.6 -2.1 -10.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Writing Instruments: % Value 2019-2023

% retail value rsp

Company 2019 2020 2021 2022 2023

Pilot Pen Co (HK) Ltd 14.2 14.4 14.3 14.4 14.3

Richemont Asia Pacific Ltd 16.5 14.0 12.3 12.2 11.7
Mitsubishi Pencil Co Ltd 6.2 7.8 7.9 7.9 8.0
Zebra Co Ltd 12.0 12.2 12.1 12.1 6.8
Pelikan Artline Pty Ltd 6.9 6.7 6.6 6.7 6.8
Newell Rubbermaid Asia 5.2 6.6 6.0 6.1 6.1
Pacific Ltd
Pentel Co Ltd 5.7 5.9 5.8 5.8 5.8
Schwanhäußer Industrie 4.6 4.6 4.6 4.6 4.5
Holding GmbH & Co KG
AW Faber-Castell (HK) Ltd 2.9 3.0 2.9 2.8 2.8
Staedtler Mars GmbH & Co KG 1.7 1.8 1.7 1.6 1.6
AT Cross (Asia Pacific) Ltd 1.3 1.2 1.2 1.2 1.2
Colleen Pencil (Thailand) 1.2 1.2 1.2 1.1 1.1
Co Ltd
Société Bic SA 0.5 0.5 0.5 0.5 0.5
Hallmark Cards (HK) Ltd 0.4 0.4 0.4 0.4 0.3
China First Pencil Co Ltd 0.3 0.3 0.3 0.3 0.3
Tiffany & Co Asia Pacific 0.3 0.2 0.2 0.2 0.2
Ltd
Others 20.1 19.3 22.1 22.1 27.9
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Writing Instruments: % Value 2020-2023

% retail value rsp

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 5

Brand (GBO) Company (NBO) 2020 2021 2022 2023

Pilot (Pilot Corp) Pilot Pen Co (HK) Ltd 14.1 14.1 14.1 14.1
Montblanc (Richemont Richemont Asia Pacific Ltd 10.7 10.7 10.7 10.3
SA, Cie Financière)
Zebra Zebra Co Ltd 12.2 12.1 12.1 6.8
Artline (Shachihata Pelikan Artline Pty Ltd 6.7 6.6 6.7 6.8
Inc)
Pentel Pentel Co Ltd 5.9 5.8 5.8 5.8
Parker (Newell Brands Newell Rubbermaid Asia 4.8 5.0 5.1 5.1
Inc) Pacific Ltd
Stabilo Schwanhäußer Industrie 4.6 4.6 4.6 4.5
Holding GmbH & Co KG
Uni-ball Mitsubishi Pencil Co Ltd 3.8 3.9 4.0 4.1
Uni Mitsubishi Pencil Co Ltd 3.4 3.5 3.6 3.6
Faber-Castell (Faber- AW Faber-Castell (HK) Ltd 3.0 2.9 2.8 2.8
Castell AG)
Staedtler Staedtler Mars GmbH & Co KG 1.6 1.5 1.5 1.5
Cartier (Richemont Richemont Asia Pacific Ltd 3.3 1.6 1.5 1.4
SA, Cie Financière)
Cross (A T Cross Co) AT Cross (Asia Pacific) Ltd 1.2 1.2 1.2 1.2
Colleen (Colleen Colleen Pencil (Thailand) 1.2 1.2 1.1 1.1
Pencil Co Ltd) Co Ltd
Waterman (Newell Newell Rubbermaid Asia 1.8 1.0 1.0 1.0
Brands Inc) Pacific Ltd
Bic Société Bic SA 0.5 0.5 0.5 0.5
Crayola (Hallmark Hallmark Cards (HK) Ltd 0.4 0.4 0.4 0.3
Cards Inc)
Chung Hua China First Pencil Co Ltd 0.3 0.3 0.3 0.3
Pilot ENO (Pilot Corp) Pilot Pen Co (HK) Ltd 0.3 0.3 0.3 0.2
Uni ND Mitsubishi Pencil Co Ltd 0.3 0.2 0.2 0.2
Tiffany & Co (LVMH Tiffany & Co Asia Pacific - 0.2 0.2 0.2
Moët Hennessy Louis Ltd
Vuitton SA)
Staedtler Mars Staedtler Mars GmbH & Co KG 0.1 0.1 0.1 0.1
Lumograph
Uni UL Mitsubishi Pencil Co Ltd 0.1 0.1 0.1 0.1
Tiffany & Co (Tiffany Tiffany & Co Asia Pacific 0.2 - - -
& Co) Ltd
Parker (Newell Newell Rubbermaid Asia - - - -
Rubbermaid Inc) Pacific Ltd
Waterman (Newell Newell Rubbermaid Asia - - - -
Rubbermaid Inc) Pacific Ltd
Others Others 19.4 22.2 22.1 27.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Distribution of Writing Instruments by Format: % Value 2018-2023

% retail value rsp

2018 2019 2020 2021 2022 2023

Retail Channels 100.0 100.0 100.0 100.0 100.0 100.0

- Retail Offline 96.9 96.3 93.5 94.4 94.4 95.1
-- Grocery Retailers 3.6 4.0 4.1 4.2 4.6 4.1
--- Supermarkets 3.6 4.0 4.1 4.2 4.6 4.1
-- Non-Grocery Retailers 93.2 92.3 89.4 90.2 89.8 91.0
--- General Merchandise 8.0 8.5 8.9 9.1 9.3 8.2

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 6

Stores
---- Department Stores 6.9 7.2 7.6 7.7 7.7 6.8
---- Variety Stores 1.1 1.3 1.3 1.4 1.5 1.3
--- Leisure and 12.6 13.3 11.3 13.7 14.7 13.7
Personal Goods
Specialists
---- Bags and Luggage 3.1 3.4 3.4 3.7 3.7 3.6
Specialists
---- Jewellery and 9.4 9.9 7.9 9.9 11.0 10.1
Watch Specialists
--- Other Non-Grocery 72.7 70.5 69.2 67.4 65.8 69.1
Retailers
- Retail E-Commerce 3.1 3.7 6.5 5.6 5.6 4.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Writing Instruments by Category: Volume 2023-2028

'000 units
2023 2024 2025 2026 2027 2028

Writing Instruments 70,535.0 74,197.0 75,898.0 77,037.9 77,690.3 78,223.8

Colouring 8,912.9 9,376.1 9,502.4 9,560.0 9,597.2 9,615.4
Markers and Highlighters 18,665.8 19,564.5 20,097.4 20,523.2 20,876.2 21,172.7
Pencils 4,427.6 4,688.9 4,826.0 4,935.3 4,991.2 5,037.5
Pens 23,317.7 24,596.4 25,151.0 25,505.8 25,742.4 25,920.5
Writing Accessories 15,211.0 15,971.3 16,321.3 16,513.6 16,483.3 16,477.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Writing Instruments by Category: Value 2023-2028

HKD million
2023 2024 2025 2026 2027 2028

Writing Instruments 769.6 809.6 827.8 840.2 848.8 853.0

Colouring 47.0 49.5 50.6 51.2 51.5 51.6
Markers and Highlighters 209.7 219.7 225.9 230.8 234.9 237.8
Pencils 25.1 26.4 27.0 27.5 27.7 27.8
Pens 438.5 462.0 471.7 477.7 481.5 482.5
Writing Accessories 49.2 52.0 52.8 53.1 53.2 53.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10 Forecast Sales of Writing Instruments by Category: % Volume Growth 2023-

2028

% volume growth
2023/24 2023-28 CAGR 2023/28 Total

Writing Instruments 5.2 2.1 10.9

Colouring 5.2 1.5 7.9
Markers and Highlighters 4.8 2.6 13.4
Pencils 5.9 2.6 13.8

© Euromonitor International
WRITING INSTRUMENTS IN HONG KONG, CHINA Passport 7

Pens 5.5 2.1 11.2

Writing Accessories 5.0 1.6 8.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Sales of Writing Instruments by Category: % Value Growth 2023-2028

% constant value growth

2023/2024 2023-28 CAGR 2023/28 Total

Writing Instruments 5.2 2.1 10.8

Colouring 5.2 1.9 9.8
Markers and Highlighters 4.8 2.5 13.4
Pencils 5.0 2.1 10.8
Pens 5.4 1.9 10.0
Writing Accessories 5.8 1.6 8.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International