Brandwave

How popular isMuji?

In September 2026, people searched for Muji by name about 113,000 times worldwide, a 22.3% increase from the previous year. These searches made up 5.1% of all global stationery searches, placing Muji sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about stationery, Muji appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Muji is the sixth most searched of 9 competitors and the most recommended in AI answers.

  1. BICShare of searches 42.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. MoleskineShare of searches 16.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SharpieShare of searches 13.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Leuchtturm1917Share of searches 7.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. MujiShare of searches 5.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top stationery in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Muji was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Muji is the most recommended of the nine.

Most recommended by AI

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

  1. Muji1st
  2. Leuchtturm19172nd
  3. Midori2nd
  4. BIC4th
  5. Staedtler5th
  6. Rhodia5th
  7. Moleskine–
  8. Sharpie–
  9. Paper Mate–

Mentioned by AI

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

  • Muji4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Leuchtturm19173 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Midori2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rhodia2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BIC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Staedtler1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moleskine0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sharpie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Paper Mate0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about stationery

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 stationery compete with Muji?

Muji against stationery worldwide, by month

Share of searches by month for BIC, Moleskine, Sharpie, Leuchtturm1917, Staedtler, Muji, Paper Mate, Midori. The figures are in the table below the chart.

View monthly share of searches table
MonthBICMoleskineSharpieLeuchtturm1917StaedtlerMujiPaper MateMidoriRhodia
Oct 202541.5%17.5%14.3%7.9%7.9%4.3%2.9%1.9%1.9%
Nov 202538.9%20%13.4%8.9%6%6%2.7%2.2%1.8%
Dec 202535.7%22.3%12.2%12.2%5.5%5.5%2.5%2.5%1.6%
Jan 202637.2%18.6%12.5%12.5%6.8%4.6%3.1%3%1.7%
Feb 202640.8%16.4%13.4%9%7.3%4.9%4%2.4%1.8%
Mar 202642.2%14.6%17.7%6.5%6.5%5.3%2.9%2.2%2%
Apr 202644.8%15.4%15.4%6.9%5.7%4.6%3.1%2.3%1.7%
May 202641.4%16.6%16.6%7.5%6.1%5%2.7%2.2%1.8%
Jun 202642.2%17.3%14.2%7.8%6.4%5.2%2.8%2.1%1.9%
Jul 202641.1%16.9%13.8%9.2%6.2%5.1%3.4%2.5%1.8%
Aug 202640.7%16.3%13.4%8.9%6%6%4%2.9%1.8%
Sep 202642.2%16.9%13.8%7.6%6.2%5.1%3.4%3%1.9%

  1. 1.BIC

    42.2%

    Held 1st. 503K estimated branded searches, 0% vs prior month. Share +1.4 points.

  2. 2.Moleskine

    16.9%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +0.6 points.

  3. 3.Sharpie

    13.8%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Leuchtturm1917

    7.6%

    Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.3 points.

  5. 5.Staedtler

    6.2%

    Moved from 6th to 5th. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Muji

    5.1%

    Moved from 5th to 6th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  7. 7.Paper Mate

    3.4%

    Held 7th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  8. 8.Midori

    3%

    Held 8th. 35.5K estimated branded searches, +0.25% vs prior month. Share +0.1 points.

  9. 9.Rhodia

    1.9%

    Held 9th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Muji and its closest rivals

Every comparison with Muji

37 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Muji worldwide rose from 92.3K to 113K.
  • Across the 12 months ending September 2026, Muji’s share of searches among stationery worldwide increased from 4.3% to 5.1%.
  • Across the 12 months ending September 2026, Muji’s share of searches among stationery worldwide peaked at 6% in November 2025 and was lowest at 4.3% in October 2025.

How did search popularity change for stationery worldwide in September 2026?

6 changes

  1. In September 2026, BIC gained share of searches among stationery worldwide, from 40.7% to 42.2%.

  2. In September 2026, Moleskine gained share of searches among stationery worldwide, from 16.3% to 16.9%.

  3. In September 2026, Leuchtturm1917 lost share of searches among stationery worldwide, from 8.9% to 7.6%.

  4. In September 2026, Muji lost share of searches among stationery worldwide, from 6% to 5.1%.

  5. In September 2026, Paper Mate lost share of searches among stationery worldwide, from 4% to 3.4%.

  6. Midori’s share of searches among stationery worldwide has gained ground for 3 months in a row, from 2.1% to 3% in September 2026.

How are Muji’s branded searches counted?

4 search terms

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

  • muji notebook
  • muji pen
  • muji stationery
  • muji store

Do you work for Muji? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Muji compete?

Muji is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cushion brands6th of 80.26%Show ranking
Diffuser brands5th of 80.29%Show ranking
Pen and stationery brands6th of 135.1%Show ranking
Ballpoint pen brands9th of 101.5%Show ranking
Stationery6th of 95.1%Shown above
Laundry baskets4th of 67.8%Show ranking
Storage baskets4th of 69%Show ranking
Creator with pink hair and a pink jacket

Is Muji your brand?

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