KOKUYO to acquire Tien Long: a turning point for the Vietnamese stationery brand after 45 years

The transaction involving Vietnamese stationery brand company Tien Long began in early November 2026. KOKUYO Group will acquire 100% of the shares of Tien Long An Tin Investment and indirectly hold 46.82% of the issued share capital of Tien Long Group. In addition, KOKUYO is preparing a tender offer to acquire up to an additional 18.19% of TLG's shares from existing shareholders, with a target final holding of 65.01%. The total transaction value is reportedly approximately ¥27.6 billion. It was also announced that founder Ko Gia To and 4 family members and associates will resign from the board of directors. Mr. To is scheduled to become honorary chairman from early 2027.

Tien Long has been in business for more than 45 years and has grown into a leading company with a share of more than 60% of Vietnam's writing instruments market. The transaction is reportedly expected to strengthen its position in the Vietnamese market and provide a foundation for expanding exports to ASEAN countries. KOKUYO positions the acquisition as part of its strategy to accelerate its entry into the Vietnamese market and expand its business in Southeast Asia.

Tien Long reported profit of more than VND 422 billion in the first 9 months of 2026 and is reportedly maintaining a sound financial base. As market conditions become more challenging amid advancing digitalisation and the rise of low-priced Chinese products, the company aims to strengthen its competitiveness by expanding technology and product development and entering international markets. KOKUYO is expected to use its local track record, including its factories in Vietnam and the rollout of its Campus notebook brand, to accelerate market entry by leveraging Tien Long's distribution network and brand strength.