Hobonichi vs Moleskine:Which is more popular?
In September 2026, Hobonichi had more branded searches than Moleskine among notebook brands worldwide. Hobonichi had about 368,000 branded searches, while Moleskine had 201,000. Hobonichi made up 40.2% of all notebook brand searches we track, and Moleskine accounted for 22%. When we asked ChatGPT and Google AI Overviews about notebook brands, Hobonichi appeared in three of the five answers and Moleskine in two. Hobonichi and Moleskine were each mentioned first in two of the four answers that named either.
Who do people search for more?
Hobonichi, about 83% more searches than Moleskine
Who does AI mention more?
Hobonichi, mentioned in 3 of 5 answers, Moleskine in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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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. Moleskine was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hobonichi and Moleskine were each listed first in two of the four answers that named either.
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 Moleskine more popular in search?
This chart shows how often people search Google for Hobonichi and Moleskine 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, Moleskine. 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 Moleskine comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 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, Moleskine’s share of searches among notebook brands worldwide moved from 31.5% to 22%, and its estimated monthly branded searches held steady at 201K.
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, Moleskine gained share of searches among notebook brands worldwide, from 21.3% to 22%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hobonichi’s and Moleskine’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.
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