ASEAN: Postcard Market 2025

Postcard Market Size in ASEAN

In 2021, the ASEAN postcard market increased by 15% to $X for the first time since 2016, thus ending a four-year declining trend. Overall, consumption, however, saw a mild reduction. Over the period under review, the market attained the maximum level at $X in 2016; however, from 2017 to 2021, consumption stood at a somewhat lower figure.

Postcard Production in ASEAN

In value terms, postcard production declined modestly to $X in 2021 estimated in export price. The total output value increased at an average annual rate of +3.8% from 2012 to 2021; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2015 with an increase of 19% against the previous year. Over the period under review, production reached the maximum level at $X in 2020, and then declined in the following year.

Postcard Exports

Exports in ASEAN

In 2021, shipments abroad of printed or illustrated postcards and printed cards decreased by -1.6% to X tons for the first time since 2015, thus ending a five-year rising trend. Over the period under review, exports, however, posted a temperate expansion. The growth pace was the most rapid in 2019 with an increase of 42% against the previous year. Over the period under review, the exports reached the peak figure at X tons in 2020, and then dropped slightly in the following year.

In value terms, postcard exports fell to $X in 2021. In general, exports, however, continue to indicate a prominent increase. The pace of growth appeared the most rapid in 2020 with an increase of 61%. As a result, the exports attained the peak of $X, and then dropped in the following year.

Exports by Country

Vietnam was the largest exporting country with an export of around X tons, which amounted to 69% of total exports. Indonesia (X tons) took the second position in the ranking, distantly followed by Malaysia (X tons). All these countries together took approx. 29% share of total exports.

Vietnam was also the fastest-growing in terms of the printed or illustrated postcards and printed cards exports, with a CAGR of +35.3% from 2012 to 2021. Malaysia (-4.6%) and Indonesia (-7.9%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Vietnam increased by +62 percentage points.

In value terms, Vietnam ($X) remains the largest postcard supplier in ASEAN, comprising 82% of total exports. The second position in the ranking was taken by Indonesia ($X), with an 8.3% share of total exports.

In Vietnam, postcard exports expanded at an average annual rate of +39.9% over the period from 2012-2021. In the other countries, the average annual rates were as follows: Indonesia (-6.3% per year) and Malaysia (+7.0% per year).

Export Prices by Country

The export price in ASEAN stood at $X per ton in 2021, dropping by -1.7% against the previous year. Over the period under review, the export price, however, continues to indicate a buoyant increase. The growth pace was the most rapid in 2015 when the export price increased by 51%. The level of export peaked at $X per ton in 2020, and then dropped modestly in the following year.

Prices varied noticeably country of origin: the country with the highest price was Vietnam ($X per ton), while Indonesia ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Malaysia (+12.1%), while the other leaders experienced more modest paces of growth.

Postcard Imports

Imports in ASEAN

In 2021, overseas purchases of printed or illustrated postcards and printed cards were finally on the rise to reach X tons after two years of decline. Overall, imports enjoyed a slight expansion. The most prominent rate of growth was recorded in 2015 with an increase of 111% against the previous year. The volume of import peaked at X tons in 2018; however, from 2019 to 2021, imports remained at a lower figure.

In value terms, postcard imports surged to $X in 2021. The total import value increased at an average annual rate of +1.4% over the period from 2012 to 2021; however, the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded in certain years. The pace of growth was the most pronounced in 2018 with an increase of 30% against the previous year. The level of import peaked at $X in 2019; however, from 2020 to 2021, imports remained at a lower figure.

Imports by Country

Malaysia represented the largest importer of printed or illustrated postcards and printed cards in ASEAN, with the volume of imports recording X tons, which was approx. 45% of total imports in 2021. Thailand (X tons) ranks second in terms of the total imports with a 25% share, followed by Singapore (9.8%), the Philippines (8.9%) and Indonesia (4.9%). The following importers - Cambodia (X tons) and Brunei Darussalam (X tons) - together made up 5.3% of total imports.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the main importing countries, was attained by Cambodia (with a CAGR of +21.6%), while imports for the other leaders experienced more modest paces of growth.

In value terms, Singapore ($X), the Philippines ($X) and Malaysia ($X) constituted the countries with the highest levels of imports in 2021, with a combined 79% share of total imports.

The Philippines, with a CAGR of +38.4%, saw the highest growth rate of the value of imports, among the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

In 2021, the import price in ASEAN amounted to $X per ton, picking up by 2.4% against the previous year. Overall, the import price recorded a relatively flat trend pattern. The growth pace was the most rapid in 2019 when the import price increased by 34% against the previous year. Over the period under review, import prices reached the peak figure at $X per ton in 2014; however, from 2015 to 2021, import prices remained at a lower figure.

There were significant differences in the average prices amongst the major importing countries. In 2021, the country with the highest price was Singapore ($X per ton), while Brunei Darussalam ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by the Philippines (+25.6%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform