Free Diaries and 300-Won Pens Also Talk About 'Latte'... Shocked by Stationery Prices [Chosun Price Chronicles]

(46) Stationery Prices Show Rising Trend for Three Consecutive Quarters

Diaries and calendars have established themselves as items that express the individuality of the MZ generation (Millennials + Generation Z), bringing a premium trend to the stationery market. As more MZ consumers seek premium stationery that reflects their tastes, even at higher price points such as 60,000 won for diaries and 20,000 won for desk calendars, stationery prices are rising toward the end of the year.

Last November, an official was producing the 2025 Eulsan year calendar at a printing shop in Jangan-gu, Suwon-si, Gyeonggi-do. The photo is not related to the specific content of the article. Photo by Yonhap News.

On the 21st, posts tagged with 'Dakku' (diary decorating) and 'Dakkustagram' (Dakku + Instagram) on the social networking service Instagram reached 4.6 million and 2.14 million respectively. Additionally, on Zigzag, a style commerce platform operated by Kakao Style, searches for 'diary case' and 'diary cover'?items used to decorate diaries?between the 3rd and 9th of this month increased by 182% and 171% compared to usual.

This reflects the growing number of young people looking for items to decorate their diaries ahead of the new year. In particular, 'Dakku' stimulates the analog sensibility of people in their 20s and 30s and is popular because users can share their completed designs on Instagram.

Raw material and paper prices rise, premium curated shops emerge... stationery prices soar

According to the National Statistical Portal of Statistics Korea, the consumer price index for paper stationery (2020=100) rose to 115.09, 116.55, and 117.80 in the first to third quarters of this year respectively. Writing instruments increased to 114.39, 115.10, and 115.40 during the same period, and other stationery also rose to 124.44, 124.67, and 125.28, showing an upward trend. Rising labor and logistics costs, along with increases in raw and subsidiary material prices, have fueled the rise in stationery prices.

Monami raised the price of its 153 ballpoint pen from 300 won to 400 won (a 33% increase) in April this year, and also increased the price of stick ballpoint pens from 600 won to 700 won. Hansol Paper, the top domestic paper company, raised printing paper prices by 7% starting in September.

Moreover, the emergence of premium stationery specialty curated shops has also raised the prices perceived by consumers. Since curated shops sell popular products from various brands, they reflect current trends well. They mainly handle stationery that expresses personal taste and sensibility rather than practicality, so prices tend to be higher.

For example, at the stationery curated shop Point of View, the Uni Jetstream regular multi-pen is priced at 8,000 won, but the Prime multi-pen goes up to 40,000 won. The luxury fountain pen brand Parker’s Duofold fountain pen costs 840,000 won, and the Kakimori nib & pen holder gift set, made by Japanese artisans, is priced at 210,000 won.

The penco stapler is sold for 24,000 won, and the 15cm scale ruler is sold for 9,900 won at the stationery edit shop Point of View. Screenshot from the Point of View website.

The stylish Penco stapler sells for 24,000 won, about twice the price of a regular stapler, and a 15cm scale ruler is sold for 9,900 won. Point of View’s mini calendar is priced at 19,000 won, and the 2025 desk calendar Huginn & Muninn calendar costs 15,000 won.

The price range for premium diaries also exceeds 60,000 won. Moleskine, famous for its 'Starbucks diary,' set the price of its 2025 Year of the Snake weekly diary at 62,000 won. The classic daily diary black hardcover, considered a best item, is sold for 46,800 won, and the classic weekly diary sapphire blue hardcover pocket is priced at 32,400 won.