SHANGHAI, March 21, 2025 /PRNewswire/ -- On March 7, 2025, TSUTAYA Books, renowned for its distinctive and elegantly curated spaces, announced a strategic partnership with Chinese stationery brand M&G on its website. This collaboration introduces M&G to nearly 120 TSUTAYA locations across Japan, marking the first time a Chinese stationery brand with a comprehensive product range has been featured in Japan's premier cultural and creative retail chain.

Following the announcement, M&G display areas in TSUTAYA Books across Japan have turned into popular destinations. The brand's innovative click-and-go highlighters and 0.18mm ultra-fine gel pens, previously rare in Japan, quickly became top sellers, enhancing M&G's global reputation.

The partnership also drew praise from UMEZAWA TOYONORI, head of the stationery category at TSUTAYA. In an interview, he commended M&G's global impact and innovation, noting that the brand annually launches thousands of new products that particularly appeal to the tastes of young consumers, delivering significant emotional value. He emphasized that this partnership represents a mutual benefit, as M&G not only introduces fresh perspectives to TSUTAYA's cultural and creative sections but also attracts an increasing number of young shoppers interested in the cultural ties between China and Japan.

In December 2024, M&G showcased several co-developed products at the Stationery & Women's Expo, an event that drew over 500,000 attendees, attracting numerous Japanese consumers eager to try out the writing experience. The enthusiastic response at the event laid the groundwork that led to formalizing this partnership.

M&G, a favorite among Chinese consumers, has been dedicated to "make study and work more joyful and effective" for over 30 years and has grown into one of the world's largest stationery manufacturers. The company invests heavily in R&D, holds over 1,200 patents, and has won four major international industrial design awards. It has been named "China Annual No.1 Stationery Brand" for three consecutive years. Its products are exported to over 100 countries and regions, establishing a broad network of global partners.

The brand also became a sensation on Xiaohongshu earlier this year, where its high-quality, affordably priced products featuring exquisite designs resonated with and garnered acclaim from stationery enthusiasts worldwide.

Moving forward, M&G continues to prioritize its consumer-centric strategy, consistently rolling out innovative products that deliver high quality at competitive prices. The company seeks to further enhance its brand image by focusing on attributes of youthfulness and sophistication, and will realize the vision of becoming a "world-class M&G".