I felt psychological stability and peace while practicing handwriting. I started posting on Instagram as a hobby. Then, followers began asking, "Is there a guide or a course?" I wanted to share my know-how on handwriting, so I created my first product, "Handwriting Workbook: Stitching Letters."
The handwriting specialty brand "Stitching Letters" led by CEO Choi Won-jin was introduced to the world in this way.
Buro Pen Lab aims to provide unique and touching experiences by modernly reinterpreting the beauty of handwriting and calligraphy.
The flagship products, "Handwriting Workbook: Stitching Letters" and "Self-Study Calligraphy Practice Book," are loved by a wide range of consumers, from beginners to experts. The books contain QR codes that provide consolidation with YouTube guide videos.
In line with the digital age, we offer the analog sensibility of handwriting not only through physical materials but also in various forms such as e-books and digital brushes. CEO Choi noted, "The identity of our brand is based on the traditional style of Korean calligraphy, and we are reinterpreting it with a modern and sophisticated sensibility instead of adhering strictly to traditional methods."
What makes Buro Pen Lab unique is that it goes beyond merely selling products; it is creating a culture of writing together. He said, "We run a challenge where participants choose a quote each week for two weeks to write and share. Since we encourage each other to improve our handwriting and enjoy writing together, we have about 100 participants each time we hold the challenge, which makes it quite popular."
Currently, the main customer base is women in their 30s and 40s, but it is encouraging to see demand growing across various age groups. CEO Choi said, "Women in their 30s, mostly office workers, want to improve their handwriting, while women in their 40s frequently practice handwriting with their children. Recently, even seniors in their 60s and 70s have shown interest in it for dementia prevention."
In response, the company plans to develop and introduce specialized products for seniors and juniors starting next year. The senior products will focus on dementia prevention and cognitive therapy effects, while the solutions for juniors aim to provide enjoyable handwriting experiences.
Buro Pen Lab is not only focused on producing educational materials but also dedicates itself to innovative product development. It has developed a combination writing instrument of a fountain pen and brush pen, which is patent pending, as well as digital writing tools such as exclusive brushes for Procreate.
Buro Pen Lab sells products through various channels, including its online store and Naver, as well as offline bookstores. Notably, sales through Naver Smart Store account for roughly one-third of total online sales.
CEO Choi mentioned, "Naver Smart Store was the easiest platform for publishers or authors like us to access when we weren't familiar with selling. Particularly, being able to sell intangible products like e-books and digital brushes is a significant advantage."
CEO Choi plans to continue focusing on spreading the value of handwriting. He expects interest in calligraphy to rise, particularly following the recent designation of Korean calligraphy as an intangible cultural heritage.
He emphasized, "According to a study from New Zealand, people who write by hand show significantly better memory improvement than those who type. I will work to continue spreading the value of handwriting and help more people enjoy the pleasure of writing."