Leuchtturm1917 vs Muji:Which is more popular?
In September 2026, Leuchtturm1917 and Muji were level in searches among pen and stationery brands worldwide, with an estimated 90.5K versus 90.7K branded searches, at 5.1% and 5.2% of the total. When we asked ChatGPT and Google AI Overviews about pen and stationery brands, Muji appeared in three of the five answers and Leuchtturm1917 in two. Muji was mentioned before Leuchtturm1917 in two out of three answers that named either.
Who do people search for more?
Muji and Leuchtturm1917 are searched for about as often as each other.
Who does AI mention more?
Muji, mentioned in 3 of 5 answers, Leuchtturm1917 in 2
Who does AI recommend more?
Muji, named ahead of Leuchtturm1917 in 2 of 3 answers
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Top pen and stationery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Muji was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Leuchtturm1917 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Muji was listed before Leuchtturm1917 in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Pilot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Zebra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
uni-ball4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Parker3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Muji3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rhodia3 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
Leuchtturm19172 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lamy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about pen and stationery brands
5 answers
Asked ChatGPT
“Which pen or stationery brand should I buy?”
Asked ChatGPT
“What are the best pen and stationery brands?”
Asked ChatGPT
“What's the best pen or stationery brand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“stationery brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Leuchtturm1917 or Muji more popular in search?
This chart shows how often people search Google for Leuchtturm1917 and Muji by name. Each line represents a brand's share of searches for all 13 pen and stationery brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Muji, Leuchtturm1917. The figures are in the table below the chart.
View monthly share of searches table
| Month | BIC | Parker | Moleskine | Pilot | Sharpie | Muji | Leuchtturm1917 | Staedtler | Lamy | Pentel | Zebra | Rhodia | uni-ball |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 12.5% | 12.5% | 8.8% | 10.3% | 4.6% | 5.6% | 5.6% | 3.1% | 3.1% | 1.7% | 1.4% | 0.92% |
| Nov 2025 | 28.4% | 11.9% | 14.6% | 8.5% | 9.8% | 6.2% | 6.5% | 4.4% | 2.9% | 2.9% | 1.6% | 1.3% | 0.88% |
| Dec 2025 | 25.7% | 13.1% | 16% | 8.6% | 8.8% | 5.7% | 8.8% | 3.9% | 3.2% | 2.6% | 1.4% | 1.2% | 0.79% |
| Jan 2026 | 27.6% | 11.3% | 13.8% | 8.3% | 9.3% | 5.6% | 9.3% | 5.1% | 2.8% | 3.4% | 1.5% | 1.2% | 0.83% |
| Feb 2026 | 28.2% | 13.8% | 11.3% | 10.2% | 9.3% | 5.1% | 6.2% | 5.1% | 3.4% | 3.4% | 1.5% | 1.2% | 1.2% |
| Mar 2026 | 29.8% | 12.5% | 10.3% | 8.8% | 12.5% | 5.8% | 4.6% | 4.6% | 3.1% | 3.8% | 1.7% | 1.4% | 1.1% |
| Apr 2026 | 32.3% | 11.1% | 11.1% | 10.3% | 11.1% | 5.2% | 5% | 4.1% | 2.7% | 3.3% | 1.5% | 1.2% | 1% |
| May 2026 | 29.1% | 11.7% | 11.7% | 10.8% | 11.7% | 5.4% | 5.2% | 4.3% | 2.9% | 3.5% | 1.6% | 1.3% | 1% |
| Jun 2026 | 28.9% | 14.5% | 11.9% | 9.9% | 9.7% | 5.5% | 5.3% | 4.4% | 2.9% | 3.6% | 1.3% | 1.3% | 0.87% |
| Jul 2026 | 26.5% | 16.2% | 10.9% | 11.1% | 8.9% | 5.4% | 6% | 4% | 4% | 3.3% | 1.5% | 1.2% | 0.98% |
| Aug 2026 | 28.5% | 13.9% | 11.4% | 10.3% | 9.3% | 6.3% | 6.2% | 4.2% | 3.4% | 2.8% | 1.5% | 1.3% | 0.84% |
| Sep 2026 | 28.5% | 17.1% | 11.4% | 9.8% | 9.4% | 5.2% | 5.1% | 4.2% | 2.8% | 2.8% | 1.5% | 1.3% | 0.84% |
How has the Leuchtturm1917 and Muji comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Muji took it in March 2026, Leuchtturm1917 took it in July 2026, Muji took it in August 2026.
- Across the 12 months ending September 2026, Leuchtturm1917’s share of searches among pen and stationery brands worldwide moved from 5.6% to 5.1%, and its estimated monthly branded searches held steady at 90.5K.
- Across the 12 months ending September 2026, Muji’s share of searches among pen and stationery brands worldwide moved from 4.6% to 5.2%, and its estimated monthly branded searches moved from 74.2K to 90.7K.
How did search popularity change for pen and stationery brands worldwide in September 2026?
2 changes
In September 2026, Muji lost share of searches among pen and stationery brands worldwide, from 6.3% to 5.2%.
In September 2026, Leuchtturm1917 lost share of searches among pen and stationery brands worldwide, from 6.2% to 5.1%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Leuchtturm1917’s and Muji’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.
Leuchtturm1917
1 branded search term
- leuchtturm1917
Muji
3 branded search terms
- muji notebook
- muji pen
- muji stationery
Other head-to-heads among pen and stationery brands
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