Is it a road to event holding in the publishing depression?

Sakura Crepas, Sailor Fountain Pen, and a sketchbook famous for its black and orange covers. One of Japan's largest stationery festivals will be held at the Tokyo Distribution Center in Ota Ward, Tokyo, with a

Sakura Crepas, Sailor Fountain Pen, and a sketchbook famous for its black and orange covers. One of Japan's largest stationery festivals will be held at the Tokyo Distribution Center in Ota Ward, Tokyo, with a row of booths that are likely to be enjoyed by people who are not manias, not to mention stationery manias.

This event is being held by a company called Nippon Publishing Sales (Nissho), a publishing agency. Although it may not be familiar to people outside the industry, it is a major distributor that connects publishers and bookstores, and has a great influence on the publishing industry.

Why did the company decide to hold a stationery event? We will dig deep into the speculation of daily sales as well as the highlights of the second year.

This year's stationery women's fair is held twice as large as last year. The number of branch offices was 123, 1.5 times last year. It is said that the participation of major manufacturers increased after seeing about the success of last year, which attracted about 25,000 people in three days.

The number of items handled also doubles to 50,000 from 25,000 last year. This year's feature is that there are many products that can be customized. It is a standard product, but it seems that more products have changed the combination of colors and so on.

"There is a strong need for stationery girls to make their own. This time, there seems to be a lot of manufacturers that respond to such circumstances." (Person in charge of daily sales)

The highlight of this year is the fact that many manufacturers that can not usually buy in Tokyo are open. For example, at the booth called “Taiwan Women's City”, which is newly established this time, you can purchase the original products of Taiwanese creators and stationery stores that are not readily available in Japan.

In addition, local and individual stationery makers are also open. At the "coto mono" booth, which is set up in the old town of Nara, we will sell a large Buddha version container of Fue glue that everyone in Kansai knows.


A booth of "coto mono" that sells the Buddha version of Fue glue

In addition, RiraRira Hanko, which deals with original design stationery made by housewife creators with eraser stickers, can buy bags exclusive to Women's Expo.


"RiraRira Hanko" sells stationery of loose design

The plan that was popular last year is also coming back with power. For example, a "masking tape lot" containing a limited masking tape in a black capsule presents a limited masking tape even if it is lost. If it hits, you can participate in the masking tape buffet.


We can taste original drink in collaboration cafe with "Drink"

When you are tired of walking around the venue, you can enjoy original drinks at the collaboration cafe with "Drink" operated by Ginza and Itoya. In addition to the fresh lemonade popular in regular stores, you can taste two kinds of drinks limited to the venue.

Even so, what is the purpose of the publishing agency, Nissho, to hold such an event? In fact, the company has been focusing on holding events in recent years.

In the red brick warehouse in Yokohama, we have held the "Bread Festival" five times so far since 2016. The festival started with the operation of the "Pan Sherju Test" for bread lovers, and has grown into a popular event with over 120,000 visitors each time. The idea was that we could use the know-how of holding such events elsewhere as well.

By the way, with a long-time publishing recession, the agency industry still has a headwind. Recently, there have been a series of mid-market bankruptcies and retailers. Under these circumstances, we can see through our hopes that we want to diversify our revenue sources.

This year's stationery women's fair is aiming to reach 50,000 people, twice as much as last year. We will continue to grow steadily in the future, and will grow into one of the profit pillars for daily sales.

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