Hobonichi vs Midori:Which is more popular?
In September 2026, Hobonichi had more branded searches than Midori among notebook brands worldwide. Hobonichi had about 368,000 branded searches, while Midori had 35,500. Hobonichi made up 40.2% of all notebook brand searches we track, and Midori accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about notebook brands, Midori appeared in four of the five answers and Hobonichi in three. Midori was mentioned before Hobonichi in three out of five answers.
Who do people search for more?
Hobonichi, about 10 searches for every 1 for Midori
Who does AI mention more?
Midori, mentioned in 4 of 5 answers, Hobonichi in 3
Who does AI recommend more?
Midori, named ahead of Hobonichi in 3 of 5 answers
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Top notebook brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Midori was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Midori was listed before Hobonichi in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Leuchtturm19171st- Midori2nd
Rhodia3rd
Five Star4th- Hobonichi5th
Kokuyo6th
Moleskine7th
Clairefontaine8th
Field Notes9th- 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
Asked ChatGPT
“Which notebook brand should I buy?”
Asked ChatGPT
“What are the best notebook brands?”
Asked ChatGPT
“What's the best notebook brand for journaling?”
Searched Google, AI Overview
“notebook brands”
Searched Google, AI Overview
“bullet journal notebook”
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 Midori more popular in search?
This chart shows how often people search Google for Hobonichi and Midori 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.
Share of searches by month for Hobonichi, Midori. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hobonichi | Moleskine | Field Notes | Leuchtturm1917 | Kokuyo | Midori | Rhodia | Five Star | Clairefontaine | Oxford |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.9% | 31.5% | 11.8% | 14.2% | 7.2% | 3.5% | 3.5% | 1.3% | 0.56% | 0.69% |
| Nov 2025 | 27.1% | 33.2% | 10.2% | 14.8% | 6.1% | 3.6% | 3% | 0.89% | 0.59% | 0.49% |
| Dec 2025 | 31.3% | 31.3% | 8.2% | 17.2% | 4.8% | 3.5% | 2.3% | 0.69% | 0.46% | 0.3% |
| Jan 2026 | 28.3% | 28.3% | 8.7% | 19% | 5.4% | 4.6% | 2.6% | 2.1% | 0.62% | 0.51% |
| Feb 2026 | 17.6% | 32.1% | 14.1% | 17.6% | 7.5% | 4.6% | 3.5% | 1.6% | 0.7% | 0.7% |
| Mar 2026 | 14.9% | 33.3% | 15.2% | 14.9% | 9.5% | 5% | 4.5% | 1.1% | 0.89% | 0.73% |
| Apr 2026 | 13% | 35.4% | 13.8% | 15.9% | 10.1% | 5.3% | 3.9% | 1.2% | 0.94% | 0.62% |
| May 2026 | 13% | 35.4% | 14.5% | 15.9% | 10.1% | 4.6% | 3.9% | 1.2% | 0.94% | 0.62% |
| Jun 2026 | 12.8% | 34.9% | 13.6% | 15.6% | 11.9% | 4.3% | 3.8% | 1.7% | 0.76% | 0.61% |
| Jul 2026 | 16.7% | 30.5% | 11.9% | 16.7% | 11% | 4.6% | 3.3% | 3.3% | 0.81% | 1.2% |
| Aug 2026 | 39% | 21.3% | 8.3% | 11.6% | 8% | 3.7% | 2.4% | 4.3% | 0.57% | 0.86% |
| Sep 2026 | 40.2% | 22% | 12.3% | 9.9% | 6.5% | 3.9% | 2.4% | 1.6% | 0.59% | 0.59% |
How has the Hobonichi and Midori comparison changed over the last 12 months?
3 findings
- Hobonichi was ahead of Midori in every measured month of the 12 months ending September 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, Midori’s share of searches among notebook brands worldwide moved from 3.5% to 3.9%, and its estimated monthly branded searches moved from 22K to 35.5K.
How did search popularity change for notebook brands worldwide in September 2026?
2 changes
In September 2026, Hobonichi gained share of searches among notebook brands worldwide, from 39% to 40.2%.
In September 2026, Midori rose from 7th to 6th among notebook brands worldwide.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Hobonichi’s and Midori’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.
Other head-to-heads among notebook brands
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