Monami started in 1960. Back then, writing was a hassle in Korea. People had to dip pen nibs into ink constantly, making writing slow and messy. One spill could ruin hours of work.
That all changed in 1962 when Monami’s founder, Sam-seok Song, attended an international trade fair. There, he noticed a Japanese businessman pull a ballpoint pen from his suit pocket. It was small, neat, and required no inkwell. Song knew this could be a game-changer.
Determined to bring this innovation to Korea, he tracked down the manufacturer in Japan and learned the secrets of oil-based ink. After countless trials and failures, Monami launched its first-ever ballpoint pen, the 153, in 1963. It was portable, convenient, and a huge leap forward in writing technology. Soon, schools, offices, and government buildings across Korea were using the 153 pen daily.
Even today, the 153 pen costs just 20 cents and has sold over 4.3 billion units. But Monami didn’t stop at just making affordable pens. Over the years, the company evolved, adapted, and found new ways to stay relevant. Recently, it has even captured the hearts of Gen Z. So, how has this 65-year-old brand managed to keep up with changing times? The answer lies in three key strategies.
1. A New Job To Be Done: From “Writing” to “Drawing”
Most people think of pens as tools for writing, but Monami saw them as tools for expression. Whether through words or art, pens help people share their ideas.
Recognizing this, Monami shifted its focus from writing to drawing. If a pen can create words, why not also create art? This fresh perspective opened up new opportunities beyond the shrinking school-age population. By promoting its products as tools for creativity, Monami reached a wider audience, from students to professional artists.
This shift also changed its competition. Monami was no longer just competing with other pen brands—it had entered the booming creative industry. By redefining its product’s purpose, the company expanded its market and ensured continued relevance.
2. Premiumization: Turning Everyday Pens into Collectibles
For decades, Monami was known for affordability. But in 2014, the company asked a bold question: “Can a simple pen become a collector’s item?”
It launched the 153 Limited Edition Metal Pen, priced 60 times higher than the original plastic version. Even Monami’s own employees were skeptical. Would people really pay that much for a pen?
The answer? Yes! It sold out in just two hours, and resale prices skyrocketed to 30–40 times the original cost.
By collaborating with other brands and creating limited editions, Monami transformed pens into fashion statements, collectibles, and meaningful gifts.
A simple pen became something special—something people wanted to own, not just use. This strategy didn’t just boost revenue; it elevated Monami’s brand status and appeal.
3. Creating a Talkable Experience: Making Pens Personal
Have you ever wanted a pen that feels uniquely yours? Monami made that possible.
It launched the 153 DIY Zone, where customers can mix and match pen parts, like building a LEGO set. At just $1 per pen, people spent hours creating their perfect writing tool. This hands-on experience turned buying a pen into an engaging, creative activity.
Monami also introduced the Ink Lab, where customers could mix their own custom ink colors. Whether you wanted a deep ocean blue or a shade inspired by your favorite flower, Monami let you design a color that was uniquely yours. Even better, it stored each customer’s ink formula so they could reorder the exact same shade anytime.
These interactive experiences transformed Monami stores into creative playgrounds, making customers feel like artists and inventors. The brand wasn’t just selling pens—it was selling creativity and self-expression.
Monami’s success isn’t just about selling pens. It’s about understanding consumers and giving them tools to express themselves. By redefining what a pen can do, adding premium options, and creating fun experiences, the company has built a brand that’s both timeless and fresh.
By continuously adapting and innovating, Monami has stayed relevant for over six decades. And that’s how a 65-year-old company continues to inspire new generations—even in the digital age.