Brandwave

How popular isHobonichi?

In September 2026, people searched for Hobonichi by name about 368,000 times worldwide, a 123% increase from the previous year. These searches made up 40.2% of all global notebook brand searches, placing Hobonichi first out of ten brands. When we asked both ChatGPT and Google AI Overviews about notebook brands, Hobonichi appeared in three of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

Hobonichi is the most searched of 10 competitors and the fifth most recommended in AI answers.

  1. HobonichiShare of searches 40.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. MoleskineShare of searches 22%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  3. Field NotesShare of searches 12.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. Leuchtturm1917Share of searches 9.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. KokuyoShare of searches 6.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hobonichi was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Hobonichi is the fifth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Leuchtturm19171st
  2. Midori2nd
  3. Rhodia3rd
  4. Five Star4th
  5. Hobonichi5th
  6. Kokuyo6th
  7. Moleskine7th
  8. Clairefontaine8th
  9. Field Notes9th
  10. Oxford–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Leuchtturm19175 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Midori4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rhodia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hobonichi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kokuyo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Five Star3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moleskine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Field Notes1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clairefontaine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oxford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about notebook brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which notebook brands compete with Hobonichi?

Hobonichi against notebook brands worldwide, by month

Share of searches by month for Hobonichi, Moleskine, Field Notes, Leuchtturm1917, Kokuyo, Midori, Rhodia. The figures are in the table below the chart.

View monthly share of searches table
MonthHobonichiMoleskineField NotesLeuchtturm1917KokuyoMidoriRhodiaFive StarClairefontaineOxford
Oct 202525.9%31.5%11.8%14.2%7.2%3.5%3.5%1.3%0.56%0.69%
Nov 202527.1%33.2%10.2%14.8%6.1%3.6%3%0.89%0.59%0.49%
Dec 202531.3%31.3%8.2%17.2%4.8%3.5%2.3%0.69%0.46%0.3%
Jan 202628.3%28.3%8.7%19%5.4%4.6%2.6%2.1%0.62%0.51%
Feb 202617.6%32.1%14.1%17.6%7.5%4.6%3.5%1.6%0.7%0.7%
Mar 202614.9%33.3%15.2%14.9%9.5%5%4.5%1.1%0.89%0.73%
Apr 202613%35.4%13.8%15.9%10.1%5.3%3.9%1.2%0.94%0.62%
May 202613%35.4%14.5%15.9%10.1%4.6%3.9%1.2%0.94%0.62%
Jun 202612.8%34.9%13.6%15.6%11.9%4.3%3.8%1.7%0.76%0.61%
Jul 202616.7%30.5%11.9%16.7%11%4.6%3.3%3.3%0.81%1.2%
Aug 202639%21.3%8.3%11.6%8%3.7%2.4%4.3%0.57%0.86%
Sep 202640.2%22%12.3%9.9%6.5%3.9%2.4%1.6%0.59%0.59%

  1. 1.Hobonichi

    40.2%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Moleskine

    22%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Field Notes

    12.3%

    Moved from 4th to 3rd. 113K estimated branded searches, +43.4% vs prior month. Share +4 points.

  4. 4.Leuchtturm1917

    9.9%

    Moved from 3rd to 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.

  5. 5.Kokuyo

    6.5%

    Held 5th. 59.4K estimated branded searches, -21.1% vs prior month. Share -1.5 points.

  6. 6.Midori

    3.9%

    Moved from 7th to 6th. 35.5K estimated branded searches, +0.25% vs prior month. Share +0.1 points.

  7. 7.Rhodia

    2.4%

    Moved from 8th to 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Five Star

    1.6%

    Moved from 6th to 8th. 14.8K estimated branded searches, -63.5% vs prior month. Share -2.7 points.

  9. 9.Clairefontaine

    0.59%

    Moved from 10th to 9th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Oxford

    0.59%

    Moved from 9th to 10th. 5.4K estimated branded searches, -33.3% vs prior month. Share -0.3 points.

Compare popularity between Hobonichi and its closest rivals

Every comparison with Hobonichi

17 comparisons

How has branded search demand for Hobonichi changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hobonichi worldwide rose from 165K to 368K.
  • Across the 12 months ending September 2026, Hobonichi’s share of searches among notebook brands worldwide increased from 25.9% to 40.2%.
  • Across the 12 months ending September 2026, Hobonichi’s share of searches among notebook brands worldwide peaked at 40.2% in September 2026 and was lowest at 12.8% in June 2026.
  • Across the 12 months ending September 2026, Hobonichi rose from 2nd to 1st among notebook brands worldwide.

How did search popularity change for notebook brands worldwide in September 2026?

6 changes

  1. In September 2026, Field Notes overtook Leuchtturm1917 to rank 3rd among notebook brands worldwide, with 12.3% of the searches.

  2. In September 2026, Hobonichi gained share of searches among notebook brands worldwide, from 39% to 40.2%.

  3. In September 2026, Moleskine gained share of searches among notebook brands worldwide, from 21.3% to 22%.

  4. In September 2026, Five Star lost share of searches among notebook brands worldwide, from 4.3% to 1.6%.

  5. In September 2026, Leuchtturm1917 lost share of searches among notebook brands worldwide, from 11.6% to 9.9%.

  6. In September 2026, Kokuyo lost share of searches among notebook brands worldwide, from 8% to 6.5%.

How are Hobonichi’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hobonichi’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hobonichi

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How the Brand Demand Index is measured

Where does Hobonichi compete?

Hobonichi is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Notebook brands1st of 1040.2%Shown above
Planner brands1st of 1060.7%Show ranking
Creator with pink hair and a pink jacket

Is Hobonichi your brand?

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