Three Meanings Behind the People's Pen 'Monami 153' [Hidden Eop Story]

Long-standing company representing the stationery industry 'Monami'
'National pen' Monami 153, producing 200,000 units daily
Competing with a 'premium strategy' in the digital era

Monami store. [Image source=Yonhap News]

[Asia Economy Reporter Heo Midam] There is a writing instrument that almost everyone has probably used at least once. It is the ballpoint pen 'Monami.' Monami, which means 'My (Mon) friend (Ami)' in French, is a leading domestic brand that has led the history of writing instruments in Korea for over 60 years.

In particular, the 'Monami 153,' with its simple design featuring a white hexagonal body, has maintained its appearance and affordable price for more than 50 years since its launch in 1963, earning the nickname 'the national ballpoint pen.'

Matching this reputation, the production volume of the 153 pen is also noteworthy. The average daily production of the 153 pen is about 200,000 units. In other words, if the annual production of the 153 pen, each 14.5 cm long, were lined up, it would stretch from Seoul to New York, USA (approximately 11,000 km).

Recently, it has also earned the nickname 'Patriotic Monami.' Last year, amid the 'No Japan' boycott movement against Japanese products, the 'native company' Monami was spotlighted.

At that time, Monami's stationery sales surged by 553.7% in just one week, enjoying significant benefits and being recognized as the biggest beneficiary of the boycott movement.

‘Monami’ Originated from Curiosity

1960s Monami 153 ballpoint pen advertisement image. Photo by Overseas Culture and Information Service

The signature product of Monami, the 153 ballpoint pen, originated from the curiosity of the first chairman, Song Samseok.

Monami started in 1960 as Kwangshin Chemical Industry, producing painting supplies, but in 1962, Chairman Song saw an intriguing writing instrument at an international industrial exhibition held in Korea that could be used without dipping ink. At that time, in Korea, people mainly used fountain pens that required dipping the nib in ink, so a pen that could be used immediately without ink was a revolutionary idea.

Chairman Song was convinced that this product could complement the shortcomings of domestic writing instruments and immediately devoted himself to product development. However, the beginning was not easy. The technology was insufficient at the time.

After much effort, they received only the oil-based ink manufacturing technology from a representative of Ohto Ballpen, which held 90% of the Japanese ballpoint pen market.

After various considerations, trials, and failures regarding ink technology, in May 1963, Monami launched Korea's first ink-filled pen, the 'Monami 153.' The price at the time was 15 won, the same as a newspaper issue in the 1960s.

Advertisement for Monami 153 ballpoint pen obtaining KS certification in 1963. Photo by Monami

However, the 153 ballpoint pen did not sell well at first. For people accustomed to fountain pens or nibs, ballpoint pens felt unfamiliar, and the oil-based ink formulation technology was immature, causing ink to leak outside the plastic tube and stain clothes frequently. Whenever consumers complained about ruined clothes, Monami compensated without hesitation.

The research team stayed up nights repeatedly improving the technology whenever product flaws surfaced. As a result of these efforts, the popularization of ballpoint pens was achieved based on the 153 pen. Since then, Monami has produced many hit products such as sign pens, Plus pens, name pens, and board markers.

Currently, Monami is expanding into overseas markets, maintaining its pride as the 'national ballpoint pen.' Since establishing a factory in Thailand in 1989, Monami has production plants and corporations in China and exports stationery and office supplies to over 100 countries, including Turkey.

'Monami 153,' What Does the Number 153 Mean?

'Monami153' ballpoint pen. Photo by Monami

The representative product of Monami, the 'Monami 153,' was named directly by Chairman Song Samseok and holds three meanings.

First, the number '153' is a number that creates 'nine (9),' which Koreans like. Since ancient times, the nine points (gabo) in Hwatu (Korean card game) have been considered a lucky number.

Second, it is related to the Bible. Chairman Song, a devout Christian, was inspired by John 21:11, which says, 'Simon Peter went up and dragged the net to land full of 153 fish, yet the net was not torn.' This verse symbolizes abundance and trust, meaning that one can achieve that many results according to the natural order.

Lastly, '153' also represents the initial selling price of '15 won' and that it was Monami's 'third product.'

'From a Pen Everyone Has to a Pen Everyone Wants'

Monami Special Edition 'Plus Pen 3000 Desk Pen'. Photo by Monami

However, in the 2000s, as the use of digital devices increased, the writing instrument industry faced stagnation. Monami was no exception. Monami, which recorded sales of 219.7 billion won in 2011, has been on a continuous decline. Last year's sales were 132 billion won, halving in eight years.

As a countermeasure to the sales decline, Monami chose to 'premiumize' its stationery. However, there were many internal voices opposing this. Nevertheless, Monami shifted its business direction to a premium strategy starting in 2014, the 50th anniversary of the 153 pen's launch.

In 2014, Monami released the 'Monami 153 Limited 1.0 Black,' a limited edition that preserved the traditional design of the 153 pen while applying a premium metal body and metal refill.

The selling price at the time was 20,000 won. Although it was about 66 times more expensive than the 153 pen's cost of 300 won, the product sold out within two days of release. This confirmed the potential for premiumization in stationery for Monami.

Since then, Monami has intensified its premium strategy, consecutively launching high-end pens such as 153 ID, 153 Respect, 153 Neo, 153 Black and White, 153 Gold, 153 Blossom, and 153 Nature.

Especially in February this year, to commemorate its 60th anniversary, Monami released the special edition 'Plus Pen 3000 Desk Pen.' This edition is a premium version of Monami's signature product 'Plus Pen 3000,' reinterpreted with a classic desk pen design. The consumer price was 200,000 won, which was not cheap, but among some consumers, it was valued for its meaningfulness and collectible worth.