Brandwave

Field Notes vs Hobonichi:Which is more popular?

In September 2026, Hobonichi had more branded searches than Field Notes among notebook brands worldwide. Hobonichi had about 368,000 branded searches, while Field Notes had 113,000. Hobonichi made up 40.2% of all notebook brand searches we track, and Field Notes accounted for 12.3%. When we asked ChatGPT and Google AI Overviews about notebook brands, Hobonichi appeared in three of the five answers and Field Notes in one. Hobonichi was mentioned before Field Notes in every answer that named either.

Among notebook brands worldwide in September 2026

Who do people search for more?

Hobonichi, about 3 searches for every 1 for Field Notes

Hobonichi 368K searchesField Notes 113K searches

Who does AI mention more?

Hobonichi, mentioned in 3 of 5 answers, Field Notes in 1

Hobonichi in 3 of 5Field Notes in 1 of 5

Who does AI recommend more?

Hobonichi, named ahead of Field Notes in 3 of 3 answers

Hobonichi first in 3Field Notes never first

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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. Field Notes was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Hobonichi was listed before Field Notes in every answer that named either.

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.

Is Field Notes or Hobonichi more popular in search?

This chart shows how often people search Google for Field Notes and Hobonichi by name. Each line represents a brand's share of searches for all ten notebook brands we track, month by month, from English-language searches worldwide.

Field Notes and Hobonichi among notebook brands worldwide, by month

Share of searches by month for Hobonichi, Field Notes. 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%

How has the Field Notes and Hobonichi comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Field Notes took it in March 2026, Hobonichi took it in July 2026.
  • Across the 12 months ending September 2026, Field Notes’ share of searches among notebook brands worldwide moved from 11.8% to 12.3%, and its estimated monthly branded searches moved from 75.3K to 113K.
  • Across the 12 months ending September 2026, Hobonichi’s share of searches among notebook brands worldwide moved from 25.9% to 40.2%, and its estimated monthly branded searches moved from 165K to 368K.

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

2 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%.

How are branded searches counted?

3 search terms

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

Field Notes

2 branded search terms

  • field notes
  • fieldnotes

Hobonichi

1 branded search term

  • hobonichi

How the Brand Demand Index is measured

Other head-to-heads among notebook brands

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