At around 5 p.m. on November 3, with less than an hour left before closing, numerous overseas buyers were still lingering at the booth of Wenzhou Kaiwen Stationery Manufacturing Co., Ltd., making the large special-designed booth feel somewhat crowded.

As a stationery company that has grown together with the Canton Fair for over 20 years, Wenzhou Kaiwen has gradually stepped onto the world stage from “China’s No.1 Trade Fair.” Its sales network now spans the globe, and its signature watercolor pens boast an annual sales volume of more than 800 million units.

How can a single watercolor pen enhance the reputation of “Made in China”? Huang Kailun, deputy general manager of the company, revealed the answer: “Since our establishment, we have benchmarked against international standards. Driven by new quality productive forces, we continue to strengthen R&D and improve product quality.” He provided an example: “In the past, certain additives used in ink production were not environmentally friendly. So we innovatively developed a new formula, replacing them with harmless components. This has won recognition from many domestic and overseas clients.”

Huang also mentioned that, to better meet the needs of different overseas markets, the company has developed a number of customized products. For example, in high-altitude countries such as Peru, watercolor pens tend to leak ink due to air pressure differences. To address this, the R&D team tackled technical challenges and significantly improved the pens’ airtightness, enabling them to perform better in these geographic and climatic conditions.

“Rooted in the present and looking toward the future, we will continue to uphold our brand, empower our team, develop new products, explore new markets, and pursue sustainable development.” Huang spoke with firm confidence regarding future goals.

While watercolor pens stride confidently into global markets and paint visions of a bright future, notebooks and office books also faithfully chronicle the remarkable journey of China’s stationery industry as it expands overseas and contributes to building a strong trading nation.

“Our company was founded in 1995, and this year marks its 30th anniversary,” said Jia Weihao, general manager of Zhejiang Deli Jia Stationery Co., Ltd. The company specializes in producing various office notebooks, student notebooks, and wooden stationery. With the help of the Canton Fair, it has gradually expanded into international markets, exporting to over 60 countries and regions. Since the start of Phase III of this Canton Fair, the company has received numerous overseas buyers—meeting long-term partners face-to-face and welcoming many new clients drawn by its growing reputation.

Currently, green transformation is a major global trend and a key driver of economic growth. Against this backdrop, developing green trade has become an important initiative for China to upgrade its trade structure, achieve carbon peak and carbon neutrality goals, and accelerate the building of a strong trading nation. Jia believes that the company’s practical exploration in green manufacturing has enabled it to thrive amid fierce international competition.

“To comply with internationally recognized green standards, the company has obtained FSC forest certification, the EU Deforestation Regulation certification, and more. To meet the global demand for eco-friendly products, we use recyclable paper as raw materials. To strengthen carbon management, we are increasing the use of clean, green energy…” Jia proudly listed the company’s recent achievements in the field of green trade.

Innovation in China’s stationery industry is not limited to watercolor pens and notebooks—rather, it permeates a rich and diverse product ecosystem. Inside the expansive Canton Fair exhibition halls, a dazzling array of stationery products is helping write a new chapter for Chinese stationery as it expands overseas.

Approaching 6 p.m., as the closing music played, several overseas buyers engaged in discussions at the booth of Shantou Yuansheng Industrial Co., Ltd. reluctantly left their contact information and arranged their next step—a factory visit.

The company’s principal, Zhou Hangyuan, explained that it is an office supplies manufacturer integrating product R&D, production, sales, and service, specializing in file cabinets, document racks, folders, and other office items. Its products are mainly marketed in Europe, South America, Southeast Asia, and the Middle East—over 30 countries and regions.

Asked how a simple folder could achieve such extensive overseas market penetration, Zhou, a long-time Canton Fair participant, explained that the company’s experience attending more than 40 sessions of the fair has taught them which products fit which markets. Their R&D team develops products tailored to the consumption habits and aesthetic preferences of each market, increasing product value through localization.

“Innovation is crucial. Only through innovation can we create more added value and help companies stand out amid intense global competition.” Zhou’s heartfelt remarks reveal not only the company’s survival strategy but also the broader answer to how China’s stationery industry continues to gain global market share—an answer demonstrated vividly by the innovative, forward-moving companies across the Canton Fair exhibition halls.

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