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Stationery Sector in Indonesia

The stationery market in Indonesia grows significantly in line with developments in the economy, lifestyle changes, demographic difference, technological advancements, and seasonal trends.

Most importantly, the market has encountered a significant revolution since the invention of electronic media.


  • According to Statista, in the sector of “Stationery and Hobby”, the revenue has reached IDR 11.7 trillion (USD 835 million) in 2018, with an annual growth rate of 17.8% (CAGR 2018-2022), contributing to a market volume of IDR 22.6 trillion (USD 1,608 million) in 2022.
  • The global market for stationery and writing instruments is expected to reach IDR 336.5 trillion (USD 24 billion) by 2025.
  • The global market of this sector will also witness a CAGR of 3.3% from 2017-2025.
  • Developing countries such as Indonesia, Thailand and Philippines are well-known countries to produce quality stationery for local consumption and exports.
  • Indonesia’s stationary portfolio ranges from the least expensive to the most exclusive and expensive products. High-end products are mostly imported, and they include luxury writing instruments and stationery.

stationery indonesia

Indonesia as the Manufacturing Hub

Indonesia has long been an important hub for local and foreign stationery manufacturers and distributors to start or expand their businesses. With more and more people looking for new design, brand, quality and value-added features, and the growth projection of books and stationery segment at 11.72% (CAGR 2015-2020), it is easy to see why.

Foreign investors have gradually shifted their manufacturing facilities to Indonesia from China, as Indonesia’s labour cost is only one-third of China’s. For example, the rising of paper files sales in Japan has made Japanese firms to make a move to expand their operations in Indonesia, to meet Japan’s domestic demand. Besides, global copier segment with increasing demand for better quality paper has led to free imports of uncoated copier paper from ASEAN countries such as Indonesia, Thailand and Singapore.

Indonesia is also the major exporter of HS heading 9606 products including pencils, crayons, pencil leads, pastels, drawing charcoals, writing or drawing chalks. Among the popular brands in Indonesia, Faber-Castell is well-known by Indonesians and continues to hold a sizable share in the market.

Stationery Product Range in Indonesia

The large players in the Indonesia market sell their products in specialised stationery and bookstores, as well as in supermarkets and major business centres. These places are among the trendy shopping areas for Indonesians.

Indonesia’s stationery portfolio ranges from the least expensive to the most exclusive and costly products. High-end products are mostly imported, and they include luxury writing instruments and stationery, dominated by ballpoints and fountain pens.

Paper and related products are gaining demand tremendously, making this a market with great potential. In developing countries such as Indonesia, Thailand and Philippines, this is a crucial market. With the continuing development of an educational system which is led by their improving economy, the potential of a stationery sector in these countries are far-reaching and attractive.

E-Commerce and Retail Sales

In rural areas, e-commerce sales of stationery in Indonesia have remained relatively slow compared to retail sales, as sales in these areas are affected by the limited internet access. In urban areas, however, the online sales are slowly picking up with a great outlook, especially with the improved infrastructure and Internet speed in the future. Currently, retail sales are still the primary source of stationery distribution in Indonesia.

In addition to that, due to the growing economy, falling prices, greater availability of electronic devices, increase of average income, and the booming of a middle class, e-commerce channels are developing rapidly and must be taken into account as potential business opportunities.

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