TSUTAYA Books partners with China's M&G to expand in Japan

M&G’s products will be available at 120 TSUTAYA locations in Japan.

TSUTAYA Books has announced a partnership with Chinese stationery brand M&G, bringing the brand’s full product range to nearly 120 TSUTAYA locations across Japan. This marks the first time a Chinese stationery brand with a comprehensive lineup is featured in Japan's cultural retail chain.

M&G’s display areas in TSUTAYA stores have quickly become popular, with products like their click-and-go highlighters and 0.18mm ultra-fine gel pens becoming top sellers. The partnership has helped boost M&G's global reputation.

Umezawa Toyonori, head of TSUTAYA’s stationery category, praised M&G for its innovation and appeal to young consumers. He noted that M&G’s annual product launches offer significant emotional value, attracting more young shoppers and strengthening cultural ties between China and Japan.

The partnership follows M&G’s successful participation in the December 2024 Stationery & Women’s Expo, where Japanese consumers showed strong interest in their products.