What Thien Long Group does

Thien Long Group (HOSE: TLG) is a Vietnam-based, publicly listed manufacturer and distributor of writing instruments and stationery, operating four core brands — THIEN LONG (mass-market writing pens), BIZNER (premium writing instruments), COLOKIT (children's art supplies), and FLEXOFFICE (office tools) — plus ancillary lines Hoshi (premium gel pens with Japanese technology), FLEXIO (educational calculators), and Eco-Style (recycled-material pens). Founded in 1981 and listed on the Ho Chi Minh City Stock Exchange since March 2010, the company runs vertically integrated production through two wholly-owned factories: Nam Thien Long in Ho Chi Minh City (Tan Tao Industrial Park, 650 billion VND charter capital, 81.38% automation as of 2022) and Thien Long Long Thanh in Dong Nai (Long Thanh Industrial Park, with a new B2 factory of roughly 10,000 m² opened in 2022). Manufacturing capabilities include in-house design and fabrication of production machinery and molds (replacing imports), precision pen-nib machining using Swiss and German equipment, solar generation of 1,548,146 kWh/year, and certifications across ISO 9001, 14001, 13485, 45001, 27001/17025, SA 8000, ICTI, CTPAT, ESCP, GRS, WCA, and SMETA.

The company makes money by selling branded consumer stationery at multiple price tiers (premium BIZNER, mid THIEN LONG, art COLOKIT, office FLEXOFFICE) through a three-channel go-to-market: traditional general trade (48,000+ retail points across 27 Vietnamese provinces), modern trade (bookstores and B2B), and direct e-commerce via thienlong.vn and FlexOffice.com. Revenue is overwhelmingly hardware sales, supplemented by international export to 59 countries (rising ~25% YoY in 2024) routed through wholly-owned FlexOffice Pte. Ltd. in Singapore and 60%-owned ICCO Marketing (M) in Malaysia. FY2024 revenue reached 3,759 billion VND (~US$150M) with after-tax profit of 461 billion VND (~US$18M), up 29% YoY, and e-commerce grew 2.6x. Customer segments are mass-market students, teachers, office workers, and B2B accounts, with long-running CSR programs (Tiếp sức mùa thi exam support reaching 20+ million candidates over 25 years) functioning as both brand-building and channel-anchoring assets. In December 2025, Kokuyo Corporation of Japan acquired a 65.01% controlling stake for approximately US$185 million (post-money valuation ~US$284M), formalizing the company's GLOCALISATION strategy to expand FlexOffice and Colokit across Southeast Asia, Europe, and the Americas under continuing Vietnamese management.

Name

Thien Long Group

Legal name

Công Ty Cổ Phần Tập Đoàn Thiên Long

Website

https://thienlonggroup.com

Company type

Public

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Thien Long Group is a Vietnamese listed manufacturer and distributor of branded writing instruments, art supplies, and office stationery under the THIEN LONG, BIZNER, COLOKIT, and FLEXOFFICE brands, serving students, teachers, and offices domestically and exporting to 59 countries.

Ownership category

akta.pro rank

Product category

Office Stationery Manufacturing

NAICS

Office Supplies (except Paper) Manufacturing (33994), Stationery Product Manufacturing (32223)

SIC

Pens, Pencils & Other Artists' Materials (3950), Papers & Allied Products (2600)

akta.pro primary industry

Stationery & Office Paper Products (notebooks, pads, forms) (IMAMAHAG)

akta.pro secondary industry

Colored, Art & Premium Paper Manufacturing (IMAMAEAG)

Keywords

• Writing instruments
• Office stationery
• Ballpoint pens
• Children art supplies
• Stationery manufacturing

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Stationery Products Sales: Manufacturing and selling of stationery products including ballpoint pens, gel pens, markers, art supplies, and office supplies under brands BIZNER, COLOKIT, THIEN LONG, and FLEXOFFICE. Revenue reached 3,759 billion VND in 2024 with 29% profit after tax growth
2. E-commerce Sales: Online sales through thienlong.vn and FlexOffice.com e-commerce platforms. E-commerce grew 2.6x compared to same period, making Thien Long the leading online stationery brand
3. International Export: Export operations to 59 countries with completed export map in Southeast Asia. International business grew nearly 25% in 2024 compared to 2023

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Thien Long Group manufactures and distributes branded writing instruments, art supplies, and office stationery through the THIÊN LONG (mass-market pens and stationery), BIZNER (premium writing instruments), COLOKIT (children's art supplies), FLEXOFFICE (office supplies), Hoshi (premium gel pens), FLEXIO (educational smart tools such as calculators), and Eco-Style (recycled-material products) lines. Products are made in two wholly-owned Vietnamese factories and sold through 48,000+ retail points across 27 provinces in Vietnam, with exports reaching 59 countries.

Product overview

Thien Long Group operates as Vietnam's leading stationery manufacturer offering a diversified portfolio of writing instruments and office supplies. The product portfolio spans four main brands: THIÊN LONG (core writing pens and stationery for mass market), BIZNER (premium writing instruments for professionals), COLOKIT (children's art supplies), and FLEXOFFICE (office tools and accessories). Supporting brands include Hoshi (premium gel pens with Japanese technology), FLEXIO (smart calculators for education), and Eco-Style (environmentally friendly products from recycled materials). The company distributes through 48,000 retail points across 27 provinces in Vietnam and exports to 59 countries, with e-commerce presence through thienlong.vn and FlexOffice.com.

Differentiator

Problem solved

Functional benefit

Brands

• BIZNER: Premium stationery products including premium ballpoint pens (BIZ-01, BIZ-04, BIZ-05), premium fountain pens (BIZ-FT01, BIZ-FT02), premium rollerball pens (BIZ-RB01), premium pencils (BIZ-PC01, BIZ-P01, BIZ-P02)
• COLOKIT
• THIÊN LONG
• FLEXOFFICE
• FlexOffice
• Hoshi
• Eco-Style
• Flexio

Products and services

• THIÊN LONG (TL) writing pens and stationery Core writing pens and stationery line for the mass market and educational segments, including ballpoint pens, gel pens, roller ball pens, and related stationery products, positioned as the leading stationery brand in Vietnam.
• BIZNER premium writing instruments Premium writing instruments including BIZ-01/BIZ-04/BIZ-05 ballpoint pens, BIZ-FT01/BIZ-FT02 fountain pens, BIZ-RB01 rollerball pens, and BIZ-PC01/BIZ-P01/BIZ-P02 colored pencils, targeting professional and premium consumer segments.
• COLOKIT art supplies Art supplies brand for children's creative activities, including crayons, oil pastels, colored pencils, watercolor paints, plasticine, watercolors, modeling clay, and sketchpads, supporting creative development and learning for children.
• FLEXOFFICE office supplies Office supplies for the business and professional market, including paper, writing instruments, stationery, file folders, tape, glue, and other office accessories, distributed via FlexOffice.com and B2B sales channels.
• Hoshi premium gel pens Premium gel pen product line incorporating Japanese technology, positioned as a high-end writing instrument for quality-conscious consumers.
• Eco-Style eco-friendly stationery Environmentally friendly product line made from rice bran foam, limestone (calcium) foam, and recycled plastics, designed to minimize environmental impact while maintaining quality and functionality; certified under Global Recycled Standard (GRS).
• FLEXIO educational technology products Smart educational product line under the Flexio brand, including calculators and learning tools, positioned as technology-enhanced tools for students.

Quantifiable outcome

• Revenue reached 3,759 billion VND in 2024 with 29% profit growth
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators11 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• Pentel: Japanese manufacturer of writing instruments, markers, and art supplies with a global footprint. Pentel's product portfolio directly overlaps with Thien Long's THIEN LONG, BIZNER, and COLOKIT lines, particularly in the premium gel pen and art supply segments where both companies are competing for international share.
• Kokuyo Corporation: Japan's leading office supplies and stationery company, now Thien Long's controlling shareholder following the December 2025 acquisition. Kokuyo offers overlapping stationery portfolios with established premium positioning, and the relationship now creates direct product/market overlap in Asia while transferring technology and management practices.
• Shanghai M&G Stationery: China's leading mass-market stationery manufacturer with similar product categories (pens, art supplies, office stationery) and a comparable go-to-market playbook combining broad distribution with growing e-commerce. M&G operates at larger scale in a similar Asian market structure, making it the closest analog to Thien Long's mass-market pen leadership model.
• Pilot Corporation: Japanese writing instrument specialist (Pilot, G2, FriXion brands) competing directly in ballpoint, gel, and roller pens globally. Pilot targets a higher price tier than Thien Long's mass-market THIEN LONG brand but competes with Thien Long's premium BIZNER line and represents the type of competitive pressure Thien Long faces as it premiumizes.
• Tombow: Japanese stationery manufacturer specializing in writing instruments (Mono, Fudenosuke brush pens) and adhesive products. Tombow competes with Thien Long in pens and stationery across Asian markets and represents another Japanese competitor with similar premium positioning strategies to Thien Long's BIZNER.

Emerging players

• Beifa Group: Chinese pen manufacturer with strong OEM capabilities and growing own-brand presence. Beifa competes with Thien Long on cost structure in mass-market pen manufacturing and is expanding internationally, making it a comparable emerging Asian manufacturer pursuing similar scale economics.
• Deli Group: Chinese office supplies manufacturer offering broad portfolio of writing instruments, paper products, and office equipment under one brand. Deli's focus on office supplies overlaps directly with Thien Long's FLEXOFFICE line, and its scale and pricing in Asian B2B channels make it a comparable emerging player in the regional office products category.

Broad incumbents

• Staedtler: German manufacturer of writing, art, and drafting instruments with strong global brand recognition. Staedtler overlaps with Thien Long's art supply and premium writing categories but serves primarily European and professional markets rather than Asian mass-market channels, positioning it as a broader incumbent with limited direct competition in Vietnam.
• Faber-Castell: Global German-Brazilian manufacturer of writing, art, and graphic design products with 250+ year heritage. Faber-Castell competes with both Thien Long's premium BIZNER line and COLOKIT art supplies globally, but operates as a broad incumbent across many categories and geographies, not focused on Vietnam or mass-market Asian distribution.
• Crayola: Global art supplies brand owned by Hallmark Cards, dominant in children's creative products (crayons, markers, colored pencils). Crayola competes with Thien Long's COLOKIT art supplies brand in the children/art education segment globally and represents the benchmark for branded children's art products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCI4M3Gy9eHsOfWQRAzTPZVQ
• Facebookfacebook.com/tapdoanthienlong
• LinkedInlinkedin.com/company/thien-long-group-official

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thien Long Group