Brandwave

Hobonichi vs Leuchtturm1917:Which is more popular?

In September 2026, Hobonichi had more branded searches than Leuchtturm1917 among notebook brands worldwide. Hobonichi had about 368,000 branded searches, while Leuchtturm1917 had 90,500. Hobonichi made up 40.2% of all notebook brand searches we track, and Leuchtturm1917 accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about notebook brands, Leuchtturm1917 appeared in all five answers and Hobonichi in three. Leuchtturm1917 was mentioned before Hobonichi in every answer.

Among notebook brands worldwide in September 2026

Who do people search for more?

Hobonichi, about 4 searches for every 1 for Leuchtturm1917

Hobonichi 368K searchesLeuchtturm1917 90.5K searches

Who does AI mention more?

Leuchtturm1917, mentioned in every answer we collected

Leuchtturm1917 in 5 of 5Hobonichi in 3 of 5

Who does AI recommend more?

Leuchtturm1917, named ahead of Hobonichi in every answer

Leuchtturm1917 first in 5Hobonichi never first

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Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leuchtturm1917 appeared in all five answers. Hobonichi was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Leuchtturm1917 was listed before Hobonichi in every answer.

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 Hobonichi or Leuchtturm1917 more popular in search?

This chart shows how often people search Google for Hobonichi and Leuchtturm1917 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.

Hobonichi and Leuchtturm1917 among notebook brands worldwide, by month

Share of searches by month for Hobonichi, Leuchtturm1917. 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 Hobonichi and Leuchtturm1917 comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Leuchtturm1917 took it in April 2026, Hobonichi took it in August 2026.
  • 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.
  • Across the 12 months ending September 2026, Leuchtturm1917’s share of searches among notebook brands worldwide moved from 14.2% to 9.9%, and its estimated monthly branded searches held steady at 90.5K.

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

3 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, Leuchtturm1917 lost share of searches among notebook brands worldwide, from 11.6% to 9.9%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hobonichi’s and Leuchtturm1917’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.

Hobonichi

1 branded search term

  • hobonichi

Leuchtturm1917

1 branded search term

  • leuchtturm1917

How the Brand Demand Index is measured

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