Editing The Pen Addict 575/transcript (section)

== Planner season and Hobonichi launch ==


'''Myke Hurley:''' Okay. So, we have the show notes here. So, Brad's got planner season, Hobonichi launch. You know, they're doing the 31 days. It says they got their own online calendar, which with daily updates leading into a September launch. Like, it's their marketing plan. They're giving you, like, here's the next 31 days what we're doing. Day one, new theme. Okay. I nearly died, Brad Dowdy. I see it now. Yeah.

'''Brad Dowdy:''' So, Hobonichi went with the theme system idea this year.

'''Myke Hurley:''' That was what, honestly, like, this is what's getting. It was just that they were going to use the idea of, like, themes. Yep.

'''Brad Dowdy:''' Yep. Yep. So, what they're doing, they're not doing that. No, they're not doing that. I see how I freaked you out momentarily now in retrospect. But they are basically doing kind of a slogan update, if you will. Yeah. So, they're calling it the 2024 new theme, but it's literally just like the new slogan for Hobonichi. So, the new slogan is life is present, right?

'''Myke Hurley:''' They're going to be hearing from my lawyers, though. I just want to know that. And all I'm going to ask for is Mother 3. That's what I'm going to ask for. Okay.

'''Brad Dowdy:''' Yeah. Fair enough. Fair enough. So, I think that should be deliverable from the upcoming lawsuit. So, did you know this is the 23rd year of Hobonichi Techa? That is wild. Yeah. So, I'm putting the link, putting a link to this main page where they're updating. And I'm actually going to talk about this because the first two days of updates on this page are really fascinating. So, the first one is this new slogan update, the life is present. And Shige Sato Itoi, who I don't know if, is this the CEO or president of Hobonichi? I don't know exactly. They don't list that. But his hair is on point. I just wanted to throw that out there. Like, that's part of the reason why I linked this because he has amazing hair, for one. That's some goals I'm looking forward to here pretty soon. So, and secondly, they go through some of the big picture ideas. Like, this is actually a really long article. And they go through some of the big picture ideas. Like, this one comment, we're always surprised when we see the rate at which our overseas audience grows each year. Right? So, like, this is good insight that I enjoy as a stationery consumer and as someone who is into this industry. They really break down what they think about in the big picture. Right? In the big picture. And, you know, Mr. Itoi, I can say, a made mother. But like I said, is he the, I can't remember if he's like the founder. I don't know his official Hobonichi title. But right. But he's who you're going to be suing when you get to it. But yeah. So, anyway. So, check out this introduction from him and talking about the ideas. Just like big picture concepts. Then they jump right into day two. Which is a very important update that I'm glad they went ahead and dropped. So, this is the paper update year. Right? So, this is what we alluded to last year that the paper is switching to the new Tomoe River S paper this year. So, that's what the second link dictates. So, it shows you which books are getting the new paper. There's actually going to be a couple of books that don't get the new paper. Still on the old paper. The Weeks is going to get the old paper. Because that's a smaller footprint notebook and journal. Right? It doesn't have as much paper. So, they probably still have some that they can use for the Weeks. It's going to have the old paper. But essentially, everything else is going to have the new Tomoe S paper. In addition, the Techo is getting a full English edition. Which they've done some English editions in the past. But, you know, with the Cousin and the Weeks, they had English editions in the past. It's now the normal, the classic A6 Techo is getting an English edition as well. So, and then there's a bunch of other updates on this page. I'm not going to go through the whole thing. One Piece. But, yeah. It's got the new One Piece. I like how they go ahead and drop that on day two. Like, hey, we're going to still work this. Like, that went extremely well. Like, we got a lot of feedback on that edition and the accessories that go with that. That's clearly been hugely successful for them. And I love, I made a note, like, mentally. It's like, oh, they're dropping this on, like, day two. Letting everyone know. It's like, yeah. That has gone well for them.

'''Myke Hurley:''' Hobonichi is such serious goals. Like, my word. Like, this is just, like, I can't even imagine, you know?

'''Brad Dowdy:''' Yeah. So, that brings me back to this, like, the whole point. I actually do care about planner season, not from, like, hey, I need a new planner. But I think Hobonichi is such an interesting company in how they operate, what they do, what they decide to create, how much they do, right? It is, every year, their product lineup, like, you never see all the things that they make because it's endless. But they seem to do such a good job. So, I thought I'd put that out there since that page launched a couple days ago. It's out in the wild now. And y'all should check it out if you're even interested in planners. But if you're not just interested in, like, the business of stationery, I get a lot out of what Hobonichi does each year. And I follow what they do pretty closely. Like, last year, we were talking about the paper differences. And one of the insights that they had was, well, one of the reasons we like this new paper is because the Pilot Friction is so popular, which, in Japan, which just blew my mind. And, like, you're telling me we're making journal decisions based on the Pilot Friction. And they're like, yes. And I'm like, wow. That's amazing insight for me, for someone like me who's really into this stuff. So, very cool. You know what other season it is, Myke?

'''Myke Hurley:''' What season?

'''Brad Dowdy:''' Pizza season.

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'''Brad Dowdy:''' We are. And let me tell you, my favorite highlights of cooking in that oven is getting those crispy edges. Getting it on the crust. Getting it on the cheese. Getting it on, like, if you throw pepperoni or peppers on there. Getting that little, just that little char. While the rest of the pizza cooks perfectly, having that little edge on there. Oh, man. This is, like, I need to do this for lunch today. This is making me hungry.

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