Asia-Pacific: Postcard Market 2024

Postcard Market Size in Asia-Pacific

The Asia-Pacific postcard market declined modestly to $X in 2021, leveling off at the previous year. Overall, consumption, however, saw a resilient expansion. As a result, consumption reached the peak level of $X. From 2017 to 2021, the growth of the market remained at a lower figure.

Postcard Production in Asia-Pacific

In value terms, postcard production contracted slightly to $X in 2021 estimated in export price. The total production indicated a modest expansion from 2012 to 2021: its value increased at an average annual rate of +1.6% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by -35.1% against 2016 indices. The most prominent rate of growth was recorded in 2016 with an increase of 62% against the previous year. As a result, production attained the peak level of $X. From 2017 to 2021, production growth remained at a somewhat lower figure.

Postcard Exports

Exports in Asia-Pacific

In 2021, overseas shipments of printed or illustrated postcards and printed cards were finally on the rise to reach X tons after three years of decline. In general, exports, however, continue to indicate a noticeable decline. The pace of growth appeared the most rapid in 2017 with an increase of 29%. Over the period under review, the exports reached the peak figure at X tons in 2012; however, from 2013 to 2021, the exports failed to regain momentum.

In value terms, postcard exports expanded remarkably to $X in 2021. Over the period under review, exports, however, continue to indicate a relatively flat trend pattern. The most prominent rate of growth was recorded in 2017 with an increase of 8.5% against the previous year. The level of export peaked at $X in 2019; however, from 2020 to 2021, the exports remained at a lower figure.

Exports by Country

China dominates exports structure, amounting to X tons, which was near 87% of total exports in 2021. It was distantly followed by Hong Kong SAR (X tons), making up an 8.3% share of total exports. Vietnam (X tons) followed a long way behind the leaders.

From 2012 to 2021, average annual rates of growth with regard to postcard exports from China stood at -3.2%. At the same time, Vietnam (+35.3%) displayed positive paces of growth. Moreover, Vietnam emerged as the fastest-growing exporter exported in Asia-Pacific, with a CAGR of +35.3% from 2012-2021. By contrast, Hong Kong SAR (-4.3%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Vietnam increased by +2.3 percentage points, while the shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, China ($X) remains the largest postcard supplier in Asia-Pacific, comprising 82% of total exports. The second position in the ranking was held by Hong Kong SAR ($X), with a 7.3% share of total exports.

From 2012 to 2021, the average annual growth rate of value in China was relatively modest. In the other countries, the average annual rates were as follows: Hong Kong SAR (-7.9% per year) and Vietnam (+39.9% per year).

Export Prices by Country

The export price in Asia-Pacific stood at $X per ton in 2021, picking up by 5.2% against the previous year. Over the period from 2012 to 2021, it increased at an average annual rate of +3.0%. The pace of growth appeared the most rapid in 2016 an increase of 18%. As a result, the export price reached the peak level of $X per ton. From 2017 to 2021, the export prices failed to regain momentum.

There were significant differences in the average prices amongst the major exporting countries. In 2021, the country with the highest price was Vietnam ($X per ton), while Hong Kong SAR ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Vietnam (+3.4%), while the other leaders experienced mixed trends in the export price figures.

Postcard Imports

Imports in Asia-Pacific

In 2021, approx. X tons of printed or illustrated postcards and printed cards were imported in Asia-Pacific; surging by 1.8% on the year before. Over the period under review, imports, however, recorded a abrupt decrease. The pace of growth was the most pronounced in 2019 with an increase of 2.2%. Over the period under review, imports attained the maximum at X tons in 2012; however, from 2013 to 2021, imports stood at a somewhat lower figure.

In value terms, postcard imports surged to $X in 2021. Overall, imports, however, continue to indicate a pronounced reduction. The level of import peaked at $X in 2012; however, from 2013 to 2021, imports remained at a lower figure.

Imports by Country

Hong Kong SAR was the largest importer of printed or illustrated postcards and printed cards in Asia-Pacific, with the volume of imports resulting at X tons, which was approx. 52% of total imports in 2021. Australia (X tons) ranks second in terms of the total imports with an 18% share, followed by Malaysia (6.5%) and Japan (6%). The following importers - New Zealand (X tons), Thailand (X tons) and South Korea (X tons) - together made up 11% of total imports.

Imports into Hong Kong SAR decreased at an average annual rate of -11.1% from 2012 to 2021. At the same time, Thailand (+18.5%) displayed positive paces of growth. Moreover, Thailand emerged as the fastest-growing importer imported in Asia-Pacific, with a CAGR of +18.5% from 2012-2021. By contrast, Malaysia (-1.0%), New Zealand (-1.7%), Japan (-5.7%), South Korea (-9.9%) and Australia (-13.2%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Malaysia, Thailand, New Zealand and Japan increased by +3.7, +3.4, +2.1 and +2 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the largest postcard importing markets in Asia-Pacific were Australia ($X), Hong Kong SAR ($X) and Japan ($X), together comprising 75% of total imports. These countries were followed by New Zealand, South Korea, Malaysia and Thailand, which together accounted for a further 13%.

Among the main importing countries, Thailand, with a CAGR of +8.2%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other leaders experienced mixed trends in the imports figures.

Import Prices by Country

In 2021, the import price in Asia-Pacific amounted to $X per ton, jumping by 27% against the previous year. Import price indicated a prominent increase from 2012 to 2021: its price increased at an average annual rate of +6.4% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, postcard import price increased by +66.1% against 2016 indices. As a result, import price attained the peak level and is likely to continue growth in the immediate term.

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

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Australia (+11.0%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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