Yiwu stationery exporters are increasingly moving beyond pure product manufacturing toward brand building and creative exports, according to industry observers at the 2026 Indonesia ASEAN Stationery and Gifts Expo.
The Yiwu Cultural Supplies Industry Association launched the original "Bobogoose" IP project in October 2023, investing more than 10 million yuan. The goose-themed IP covers schoolbags, clocks, stationery, writing instruments, and trendy toys, with dozens of member companies obtaining free licenses.
Industry association chairman Huang Changchao said companies are no longer simply transferring domestic products to ASEAN markets. Instead, they conduct targeted design and research to make products truly fit local culture, aesthetics, and consumption habits.
Companies like Yiyibushe are developing their own original IPs such as "Little Yi Classmate," incorporating Chinese elements like giant pandas and Bobogoose into pencil cases to showcase Chinese culture alongside products.
Tongyuan Stationery reported that creative functional rulers can sell for ten times the price of ordinary rulers. This year, the company has seen significant growth in Southeast Asian and Central Asian markets, especially Vietnam.
Source: People's Daily / China News Service
