(Yicai Global) Sept. 14 -- Jong Ie Nara set up Shanghai Zhezhile Stationery in Shanghai in recent years to strengthen its marketing in China. It expects to increase its sales channels in China and thus expand its business in the country's stationery market by displaying at the China International Import Expo.

Jong Ie Nara was founded forty-six years ago in the central city of Chungju and became a highly popular stationery brand with the longest history in South Korea. Its name means 'world of paper.' It produces origami paper, glue sticks and other products. Its sales volume in China made up about 20 percent of its total sales last year. China is thus its second-largest and most important market after South Korea.

Jong Ie Nara now wants to expand in China. The CIIE is one of the major commercial events in China and has attracted great attention both there and in South Korea, said Jun Ho Kim, general manager of Jong Ie Nara's Shanghai branch. The company will display origami paper, glue sticks and other products which are bestselling among parents in South Korea as well as its glue sticks which are popular in China at the expo.

Jun Ho Kim hopes to widen Jong Ie Nara's limited sales channels both online and offline and buff the appeal of its products to more Chinese consumers.

Kim also wants to introduce South Korea's origami culture to China and the whole world via the CIIE, and hopes the trade fair can stand as a platform for China-South Korea cultural exchanges.

Editor: Ben Armour