Brandwave

Muji vs Sharpie:Which is more popular?

In September 2026, Sharpie had more branded searches than Muji among stationery worldwide. Sharpie had about 165,000 branded searches, while Muji had 60,500. Sharpie made up 13.8% of all stationery searches we track, and Muji accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about stationery, Muji appeared in four of the five answers and Sharpie in none.

Among stationery worldwide in September 2026

Who do people search for more?

Sharpie, about 3 searches for every 1 for Muji

Sharpie 165K searchesMuji 60.5K searches

Who does AI mention more?

Muji, mentioned in 4 of 5 answers, Sharpie in 0

Muji in 4 of 5Sharpie in 0 of 5

Who does AI recommend more?

Muji, the only one of the two named

Muji first in 3Sharpie never named

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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. Sharpie did not appear in any of the five answers.

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.

Is Muji or Sharpie more popular in search?

This chart shows how often people search Google for Muji and Sharpie by name. Each line represents a brand's share of searches for all nine stationery we track, month by month, from English-language searches worldwide.

Muji and Sharpie among stationery worldwide, by month

Share of searches by month for Sharpie, Muji. 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%

How has the Muji and Sharpie comparison changed over the last 12 months?

3 findings
  • Sharpie was ahead of Muji in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Muji’s share of searches among stationery worldwide moved from 4.3% to 5.1%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
  • Across the 12 months ending September 2026, Sharpie’s share of searches among stationery worldwide moved from 14.3% to 13.8%, and its estimated monthly branded searches held steady at 165K.

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

1 change

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Muji’s and Sharpie’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.

Muji

1 branded search term

  • muji pen

Sharpie

1 branded search term

  • sharpie

How the Brand Demand Index is measured

Other head-to-heads among stationery

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