RyuRyu Stationery: From Postcards to Playful Japanese Design

Japan is home to countless stationery brands, each with its own personality. Some are known for sleek innovation, others for practical designs or irresistibly cute motifs. And then there are brands like RyuRyu—playful, heartfelt, and deeply rooted in everyday life.

RyuRyu’s story doesn’t start in a factory or an office tower. It begins with something much simpler: a single set of nine postcards. From that tiny spark, the brand has grown into a beloved name in Japanese stationery, known for calendars, stickers, notebooks, and planners that brighten up daily life. Their journey is filled with warmth, creativity, and a willingness to follow ideas wherever they might lead.

From Pasta to Postcards

The origins of RyuRyu are delightfully unusual. Nine years after the opening of a spaghetti restaurant named RyuRyu, the founders—still working in advertising and copywriting—decided to try something new. With no background in the stationery world, they began creating postcards out of a small apartment in Ashiya, just four people and a dream.

In 1987, the company moved to its current headquarters and opened a general store and hotdog shop called BIRTHDAY. The shop quickly became more than a store—it was a meeting place. Customers, suppliers, shop owners, and buyers gathered there, bringing stories, ideas, and encouragement. Through these encounters, RyuRyu found its voice, learning how to create products that felt both personal and fresh.

Playful Beginnings and a Creative Spirit

At its core, RyuRyu’s product design comes from a very simple place: curiosity and play.

“Wouldn’t it be nice if this existed?”

“What if we tried it like this?”

“We want something fun for our everyday lives.”

This approach led them from postcards to letter sets, greeting cards, and eventually into calendars, stickers, notebooks, and planners. Each product was born not from following a trend, but from following a feeling.

That spirit of play remains central to the brand: RyuRyu makes stationery that fits naturally into daily routines, yet always adds a spark of joy.

The Flower Calendar That Changed Everything

A turning point came in 1987 with the release of the Flower Calendar. What began as a simple product idea quickly grew into one of RyuRyu’s most iconic items. Decades later, it continues to be a bestseller, treasured by those who look forward to its seasonal beauty each year.

The Flower Calendar embodies RyuRyu’s philosophy: to nurture a single good idea, refine it carefully, and let it grow into something lasting. This dedication to craft is what has allowed the brand to flourish, while also shaping the playful yet reliable image RyuRyu holds today.

Beyond Stationery: Food, Books, and More

RyuRyu’s creativity has never been limited to paper. Drawing on the connection to the original spaghetti restaurant, they ventured into food, creating pasta sauces and spaghetti packaged with whimsical, lifestyle-inspired designs. It was an unusual move at the time—bringing food products into the world of general goods shops—but it reflected RyuRyu’s boldness and originality.

They also ventured into publishing. Using their know-how from the restaurant, they created cookbooks such as 365 Days of Spaghetti, which became a bestseller with over 250,000 copies sold. Titles like 365 Days of Italian at Home and 365 Days I Still Want Spaghetti followed, blending food, lifestyle, and creativity in ways that felt uniquely RyuRyu.
In every project—whether food, books, or stationery—the brand carried the same philosophy: bring joy to everyday living.

Products That Carry Everyday Joy

Over the decades, RyuRyu has built a wide lineup of stationery and lifestyle goods. Among their most beloved are:
Postcards & Letter Sets: The items that started it all, still central to their collections.

• Greeting Cards: Simple, cheerful designs for life’s big and small occasions.
• Calendars: Especially the Flower Calendar, a seasonal tradition that remains a bestseller.
• Stickers, Notebooks & Planners: Everyday essentials infused with playful designs.

Every RyuRyu product feels personal, as though it was made to accompany your own routines, notes, or celebrations.

Why RyuRyu Matters

In a market filled with functional, sleek stationery, RyuRyu stands out for its warmth. Their products don’t just serve a purpose—they create moments of joy, surprise, and comfort. Whether it’s a sticker in your journal, a calendar on your desk, or a postcard sent to a friend, RyuRyu’s designs remind us that life’s simplest items can also be the most meaningful.

For stationery lovers, RyuRyu represents the heart of Japanese design: thoughtful, playful, and made to brighten everyday living.

Find RyuRyu at ZenPop

At ZenPop, we love introducing hidden gems of Japanese stationery to the world—and RyuRyu is one of our favorites. Their stickers, postcards, and notebooks carry the brand’s unique spirit, blending functionality with charm.

Keep an eye on our store and subscription boxes to discover RyuRyu items curated for you. Each one is a little reminder that joy can be found in the smallest details of daily life.