What is BGM? A Guide to Japan’s Dreamiest Masking Tape & Sticker Brand

If you’ve ever browsed Japanese stationery and paused at a soft, shimmering roll of washi tape with gold-foiled flowers or a sticker set that looks like it was painted with stardust—you’ve probably encountered BGM.

But what exactly is BGM? What makes it different from big-name brands like mt, World Craft, or Mindwave? And why do so many journalers and crafters around the world swear by it?

This guide is here to help you get to know the brand from the ground up—whether you're brand-new to Japanese masking tape or trying to decide which brand best fits your style.

What Products Does BGM Make?

While their catalog includes some limited paper goods and accessories, BGM is best known for two main things: masking tape (a.k.a. washi tape) and stickers. 

Their products are designed to elevate your planner, journal, letter, or gift wrap—without overpowering the main content. Subtle, beautiful, and full of tiny details, BGM tapes and stickers are like visual background music for your creativity.

Here's a closer look:

Masking Tape

• Design range: Expect dreamy florals, seasonal motifs, constellations, and cozy daily themes like baking, picnics, or cafes.
• Material: Traditional Japanese washi paper—light, slightly textured, and easy to tear.
• Special touches: Many designs feature gold or silver foil, clear detailing, and precise printing.
• Size variety: Narrow, standard, and wide widths available for layering, borders, or statement decorations.
• Reusability: Gentle adhesive that can be peeled off and repositioned without damaging paper.

Stickers

• Types: Sheets, flake stickers, seals, and semi-transparent varieties.
• Art style: Subtle watercolor effects, hand-drawn illustrations, delicate metallic foil.
• Best uses: Perfect for journaling, pen pal letters, planners, and decorating small gifts.

Everything from BGM is designed to be both functional and beautiful—practical enough for everyday use, but charming enough to spark a smile each time.

What Makes BGM Stand Out?

With so many washi tape brands in Japan, how does BGM hold its own? Here’s what makes them different:

1. Understated Beauty

Compared to bolder brands like World Craft or cuter, pop-art-focused Mindwave, BGM opts for soft, elegant, and often seasonal designs. The color palette is muted and mature, appealing to those who enjoy minimal or “otona kawaii” (grown-up cute) aesthetics.

2. Signature Foil Detailing

BGM tapes often include gold or silver foiling, adding a hint of luxury without overwhelming the design. This is especially common in their seasonal and nature-themed collections.

3. Consistent Quality

Users often comment on the smooth tear, even printing, and how cleanly BGM tapes peel and re-stick. It’s the kind of quality that stands out once you’ve tried a few brands side by side.

4. Thoughtful Collections

BGM releases coordinated collections so you can mix-and-match tapes and stickers within a theme. This makes journaling or planning more visually harmonious—and more fun!

5. Thematic Depth

Where mt (Kamoi) often releases tapes with functional or graphic patterns, BGM tapes are like visual stories. You’ll find seasonal themes, delicate nature illustrations, and even collections inspired by fairytales or celestial bodies.

6. Affordable Luxury

Despite their high-quality feel and visual detail, BGM tapes and stickers remain affordable, making them accessible for daily crafting or decorating.

BGM vs mt, World Craft, and Mindwave

If you’re choosing your first few rolls (or your next few dozen), you may wonder how BGM stacks up against other Japanese masking tape brands. Here's a quick comparison:
 

We’ve got a full blog post that compares the two side by side—perfect if you're deciding between these top brands. Read our full guide on BGM vs mt.

Where Can You Buy BGM?

BGM items are sometimes tricky to find outside Japan—but don’t worry, we’ve got you covered.

At ZenPop, we regularly include BGM products in our stationery subscription boxes, carefully curated each month. You can also browse select BGM tapes and sticker sets in our online store, shipped directly from Japan.

And yes, our stock often includes limited edition designs that are hard to find elsewhere.

Why You’ll Love BGM

If you appreciate the beauty in small things—like the shimmer of foil on a falling leaf, or a tiny roll of washi that turns a plain notebook into a piece of art—then BGM is a brand worth discovering.

Perfect for:

• Planners and journal spreads
• Thoughtful snail mail
• Gift wrapping and tag decoration
• Personalizing your space

You don’t need to be an expert crafter to enjoy BGM. Even just adding one roll of tape or a few stickers can elevate your paper projects and make everyday moments feel a little more poetic.

Try It Yourself

Whether you're new to masking tape or a collector ready to explore new styles, BGM offers a beautiful balance of quality, charm, and creative freedom.

Curious? Keep an eye on our monthly stationery boxes or browse the store for your first roll. Just be warned: one BGM tape is rarely enough.