Asia: Postcard Market 2025

Postcard Market Size in Asia

The Asian postcard market declined to $X in 2021, shrinking by -1.9% against the previous year. Over the period under review, consumption, however, recorded a strong increase. 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

In value terms, postcard production contracted modestly to $X in 2021 estimated in export price. The total production indicated a slight expansion from 2012 to 2021: its value increased at an average annual rate of +1.5% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by -34.6% against 2016 indices. The most prominent rate of growth was recorded in 2016 with an increase of 60%. As a result, production reached the peak level of $X. From 2017 to 2021, production growth remained at a somewhat lower figure.

Postcard Exports

Exports in Asia

In 2021, overseas shipments of printed or illustrated postcards and printed cards were finally on the rise to reach X tons for the first time since 2017, thus ending a three-year declining trend. Over the period under review, exports, however, continue to indicate a pronounced reduction. The most prominent rate of growth was recorded in 2017 when exports increased by 29%. The volume of export peaked at X tons in 2012; however, from 2013 to 2021, the exports stood at a somewhat lower figure.

In value terms, postcard exports stood at $X in 2021. In general, exports, however, recorded a relatively flat trend pattern. 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, reaching X tons, which was approx. 87% of total exports in 2021. It was distantly followed by Hong Kong SAR (X tons), comprising an 8.3% share of total exports. Vietnam (X tons) held a relatively small share of total exports.

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, with a CAGR of +35.3% from 2012-2021. By contrast, Hong Kong SAR (-4.3%) illustrated a downward trend over the same period. While the share of Vietnam (+2.3 p.p.) increased significantly, the shares of the other countries remained relatively stable throughout the analyzed period.

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

From 2012 to 2021, the average annual rate of growth in terms 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

In 2021, the export price in Asia amounted to $X per ton, growing by 5.1% against the previous year. Over the last nine-year period, it increased at an average annual rate of +3.0%. The most prominent rate of growth was recorded in 2016 an increase of 18%. As a result, the export price attained the peak level of $X per ton. From 2017 to 2021, the export prices remained at a somewhat lower figure.

Prices varied noticeably country of origin: 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

In 2021, imports of printed or illustrated postcards and printed cards in Asia fell to X tons, therefore, remained relatively stable against 2020. Over the period under review, imports continue to indicate a abrupt shrinkage. The most prominent rate of growth was recorded in 2019 when imports increased by 9.1%. Over the period under review, imports attained the maximum at X tons in 2012; however, from 2013 to 2021, imports remained at a lower figure.

In value terms, postcard imports soared to $X in 2021. In general, imports saw a perceptible descent. The level of import peaked at $X in 2012; however, from 2013 to 2021, imports stood at a somewhat lower figure.

Imports by Country

Hong Kong SAR prevails in imports structure, finishing at X tons, which was near 61% of total imports in 2021. Malaysia (X tons) ranks second in terms of the total imports with a 7.7% share, followed by Japan (7.1%). Thailand (X tons), South Korea (X tons), Singapore (X tons) and the Philippines (X tons) followed a long way behind the leaders.

From 2012 to 2021, average annual rates of growth with regard to postcard imports into Hong Kong SAR stood at -11.1%. At the same time, Thailand (+18.5%) and the Philippines (+10.2%) displayed positive paces of growth. Moreover, Thailand emerged as the fastest-growing importer imported in Asia, with a CAGR of +18.5% from 2012-2021. By contrast, Malaysia (-1.0%), Japan (-5.7%), South Korea (-9.9%) and Singapore (-11.4%) illustrated a downward trend over the same period. While the share of Malaysia (+4.2 p.p.), Thailand (+4 p.p.) and Japan (+2.1 p.p.) increased significantly in terms of the total imports from 2012-2021, the share of Hong Kong SAR (-12.1 p.p.) displayed negative dynamics. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, Hong Kong SAR ($X), Japan ($X) and South Korea ($X) appeared to be the countries with the highest levels of imports in 2021, together comprising 70% of total imports. Singapore, the Philippines, Malaysia and Thailand lagged somewhat behind, together accounting for a further 11%.

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

Import Prices by Country

The import price in Asia stood at $X per ton in 2021, with an increase of 35% against the previous year. Over the period from 2012 to 2021, it increased at an average annual rate of +5.0%. As a result, import price reached 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 the Philippines (+25.6%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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