On September 2, 2026, 29CM and Japanese lifestyle store LOFT opened the 'Page to Pages' stationery pop-up in Seongsu-dong, Seoul, with long lines forming before opening and pre-sale tickets selling out immediately. ^[1] 48% year-on-year increase in stationery sales on 29CM's platform from January to August 2026, with planners/organizers up 63% and stickers up 45%. ^[2] 29CM's stationery and office supplies transaction amount from January to August 2026 increased by more than 48% compared to the same period in 2025, and over 100,000 stationery items were sold at its Iguhome Seongsu 1st store during that period. ^[3] The longest line at the pop-up was at Japanese diary brand Hobonichi, which released its 2027 diary new products on September 1, 2026; even in Japan, customers reportedly waited about two hours to purchase the new products. ^[4] The pop-up features 39 Japanese and Korean stationery/lifestyle brands: 29 Japanese brands selected by LOFT on the first floor and 10 Korean brands selected by 29CM on the second floor; 14 of the Japanese brands have no official distribution network or have limited sales channels in Korea. ^[5] 29CM plans to expand its international brand sourcing through this pop-up, aiming to strengthen its differentiated curation strategy. ^[6] 29CM reported 100,000+ stationery sales at its Seongsu Iguhome store from January to August 2026, indicating growing offline demand for stationery products. ^[7] 29CM, a fashion and lifestyle platform operated by MUSINSA, partnered with Japanese retailer LOFT to open a pop-up store called 'Page to Pages' in Seoul's Seongsu District from April 6. ^[8]