"I think using this memo at work would help relieve some stress."
Jang Yu-kyung (37), who came from Songpa-gu in Seoul, said this while looking at a memo pad inscribed with the phrase "Enjoy as the wind blows."
The stationery pop-up "Page to Pages" was held in Seongsu-dong, Seongdong-gu, Seoul on the morning of the 2nd. Colorful stationery items including diaries, writing tools, notebooks, masking tape, and bookmarks filled a space spanning approximately 300 pyeong across two floors. The pop-up, operated by Musinsa's platform 29CM and Japanese lifestyle goods retailer Loft, runs from the 2nd through the 6th.
From 11 a.m., the venue buzzed with visitors browsing stationery. Notable were attendees doodling on paper with writing tools or selecting stickers to share with friends.
Platform 29CM, which previously introduced fashion brands, has begun reading consumer tastes even in small stationery items placed on desks. By expanding its curation scope from "what to wear" to "what to write and record," it is extending the function of a taste-based lifestyle platform.
This pop-up was designed around the concept "Accumulating one-line records becomes taste," allowing visitors to experience Korean and Japanese stationery brands in one place. Kim Sun-young, 29CM Commerce Strategy Manager, explained, "We see stationery expanding beyond office supplies into a realm for exploring personal tastes. Since 29CM aims to be a platform that introduces brands and perspectives through taste, we are now growing stationery into a core category."
The first floor featured 29 carefully selected Japanese brands from Loft, while the second floor showcased 10 domestic brands chosen by 29CM. Among the Japanese brands, 14 have no online or offline distribution channels in Korea and are being introduced for the first time via 29CM.
Visitors were drawn to the opportunity to experience Japanese stationery that is difficult to find domestically. Display cases were packed with diaries from brands like "Hobonichi," "Haena Note," "Paper Place," and "Furukawa Shiko," along with letterheads, stamps, and other items inscribed with Japanese characters. The scene resembled a large Japanese stationery store transplanted to Korea. Pop-up tickets sold out for certain time slots just three days after sales began, and currently all tickets are fully sold.
"Good moments may pass, but the person I was then remains in memory."
"Flowers bloomed on every abandoned island. Book <Song of the Sword>"
A space for making bookmarks was also set up on the second floor. Visitors could create their own bookmarks by combining desired decorations and ribbons, writing down favorite sentences or excerpts from books as they went.
The phrases written by visitors were displayed on Media Wall. Ranging from quotes taken directly from books to short original phrases, the space reflected the pop-up's intention to turn ordinary words into content that records personal tastes and memories.
As consumer interest in stationery grows, 29CM is elevating related products to a key category. Through August this year, transaction volume for stationery and office supplies rose 48% compared to the same period last year, while diary and planner transactions increased by over 60%. The "Dakku" (diary decorating) trend also boosted stationery consumption. During the same period, sticker transactions grew by 45%, and tape sales rose more than 10%. The "Text Hip" trend further contributed to a more than 30% increase in transaction volume for accessories like bookmarks and book covers.
Through this pop-up, 29CM will launch efforts to discover overseas fashion and lifestyle brands beyond stationery. The plan includes introducing foreign brands to the domestic market and expanding touchpoints where consumers can experience them both online and offline. A 29CM representative stated, "We will broaden the boundaries of countries and categories in the future to strengthen our unique selection that only 29CM can offer."
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