Japan’s Stationery Giant KOKUYO Scales Up Thai Operations, Launching ‘Campus’ Brand to Transform Local Learning Culture

Brickinfo News Agency – KOKUYO Co., Ltd., a historic Japanese brand with over a century of heritage, has officially announced a major business expansion in Thailand, positioning the country as its strategic hub in the ASEAN region. The move marks the full-scale launch of its renowned learning brand, “Campus,” aimed at addressing the rising demand for high-quality educational tools. By introducing products designed to reduce academic stress and enhance motivation, the company seeks to move beyond traditional stationery sales to influence the “Manabikata” or the fundamental method of learning for Thai students.

Founded in 1905, KOKUYO has evolved from a manufacturer of accounting ledgers into a global leader in office supplies and space design. The brand’s flagship “Campus Notebook,” which debuted in 1975, has achieved a staggering cumulative sale of 3.7 billion units, maintaining a 95% brand awareness rate among Japanese students. The company is now leveraging this expertise to tackle specific challenges in the Thai market, particularly the lack of motivation and study-related stress frequently reported by local learners.

The expansion strategy centers on the “Campus for Learning” philosophy, which treats education as a personalized lifestyle rather than a rigid process. In Thailand, the brand is introducing a specialized “Study Booster” lineup. These products are engineered with a focus on the tactile quality of “writing, being written on, and erasing,” aimed at creating a more proactive and confident environment for students who struggle with maintaining focus during long study hours.

According to the company’s strategic roadmap, Thailand serves as the primary gateway for its broader ASEAN and East Asian growth. KOKUYO has set a clear global vision for 2030, aiming to become the representative leader of Asia in the educational sector. By focusing on the emotional and functional resonance of their stationery, the brand intends to foster a “joy of learning” that supports both academic achievement and personal growth for individuals across the region.