As the perception spreads that reading and writing are hip, paper diaries are drawing renewed attention. This trend, called "text hip," reflects Generation Z's culture of embracing text-based activities such as reading and copying passages as a means of style and individuality.
In step with this shift, the retail industry is moving quickly. On the 18th, according to the retail industry, premium diary brand Moleskine collaborated with global group BLACKPINK to release the "Moleskine BLACKPINK Limited Edition."
With BLACKPINK, which has a global fan base, as the theme, it offered a set that includes stickers and limited-edition autograph cards from the members, hitting the taste of "dakureo" (people who decorate diaries). In particular, the palm-sized mini keyring notebook can be attached to a bag or pouch, drawing attention as a "gakgu" (bag-decorating) item.
This edition combines Moleskine's concept of "recording" with BLACKPINK's distinctive identity to deliver a message urging people to discover and express themselves on the diary.
The diary cover uses the early debut albums. Applying the "cube" design, the signature visual of BLACKPINK's Square series, it visually renders their growth process.
Moleskine also moved to run an offline pop-up store (temporary shop). It is operating a BLACKPINK limited edition pop-up store at the Monami Store Seongsu branch.
A Moleskine official said, "The product itself serves as merchandise that holds memories of BLACKPINK and fans, satisfying both the 'writing hip' trend and the fandom's tastes," adding, "The collaboration with BLACKPINK started from the philosophy of 'self-exploration and self-expression' and, from the planning stage, carries messages that Generation Z can relate to."