TSUTAYA Books Teams Up with China’s M&G to Bring Innovative Stationery to Japan
On March 7, 2025, Japan’s TSUTAYA Books announced a strategic partnership with Chinese stationery brand M&G, integrating M&G’s products into nearly 120 TSUTAYA locations across Japan. This marks the first time a Chinese stationery brand with a full product range has entered Japan’s leading cultural retail chain.
M&G’s innovative items, like click-and-go highlighters and 0.18mm ultra-fine gel pens, have become top sellers, boosting its global reputation. The collaboration, praised by TSUTAYA’s stationery head Umezawa Toyonori, appeals to young consumers and highlights cultural ties between China and Japan. M&G, a 30-year-old brand with over 1,200 patents, aims to expand its youthful, sophisticated image worldwide.
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