South-Eastern Asia: Postcard Market 2024

Postcard Market Size in South-Eastern Asia

The Southeast Asian postcard market was finally on the rise to reach $X in 2021, after four years of decline. In general, consumption, however, saw a mild decline. Over the period under review, the market hit record highs at $X in 2016; however, from 2017 to 2021, consumption failed to regain momentum.

Postcard Production in South-Eastern Asia

In value terms, postcard production shrank to $X in 2021 estimated in export price. The total output value increased at an average annual rate of +3.8% over the period 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. The level of production peaked at $X in 2020, and then shrank modestly in the following year.

Postcard Exports

Exports in South-Eastern Asia

After five years of growth, overseas shipments of printed or illustrated postcards and printed cards decreased by -1.6% to X tons in 2021. Overall, exports, however, recorded notable growth. The most prominent rate of growth was recorded in 2019 with an increase of 42%. Over the period under review, the exports reached the maximum at X tons in 2020, and then declined modestly in the following year.

In value terms, postcard exports declined modestly to $X in 2021. In general, exports, however, showed a buoyant expansion. The pace of growth was the most pronounced in 2020 when exports increased by 61% against the previous year. As a result, the exports attained the peak of $X, and then fell in the following year.

Exports by Country

Vietnam was the largest exporter of printed or illustrated postcards and printed cards in South-Eastern Asia, with the volume of exports finishing at X tons, which was near 69% of total exports in 2021. It was distantly followed by Indonesia (X tons) and Malaysia (X tons), together committing a 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 ($X) remains the largest postcard supplier in South-Eastern Asia, comprising 82% of total exports. The second position in the ranking was held by Indonesia ($X), with an 8.3% share of total exports.

In Vietnam, postcard exports increased 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

In 2021, the export price in South-Eastern Asia amounted to $X per ton, which is down by -1.7% against the previous year. In general, the export price, however, posted buoyant growth. The most prominent rate of growth was recorded in 2015 an increase of 51%. Over the period under review, the export prices hit record highs at $X per ton in 2020, and then shrank 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 South-Eastern Asia

In 2021, supplies from abroad of printed or illustrated postcards and printed cards increased by 17% to X tons for the first time since 2018, thus ending a two-year declining trend. Overall, imports saw a mild expansion. The most prominent rate of growth was recorded in 2015 when imports increased by 111% against the previous year. Over the period under review, imports hit record highs at X tons in 2018; however, from 2019 to 2021, imports failed to regain momentum.

In value terms, postcard imports skyrocketed to $X in 2021. The total import value increased at an average annual rate of +1.4% from 2012 to 2021; however, the trend pattern remained consistent, with somewhat noticeable fluctuations being recorded throughout the analyzed period. The pace of growth was the most pronounced in 2018 when imports increased by 30%. 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 major importer of printed or illustrated postcards and printed cards in South-Eastern Asia, with the volume of imports amounting to X tons, which was approx. 45% of total imports in 2021. It was distantly followed by Thailand (X tons), Singapore (X tons), the Philippines (X tons) and Indonesia (X tons), together constituting a 49% share of total imports. Cambodia (X tons) and Brunei Darussalam (X tons) took a relatively small share of total imports.

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the key 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) were the countries with the highest levels of imports in 2021, together accounting for 79% of total imports.

Among the main importing countries, the Philippines, with a CAGR of +38.4%, 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 more modest paces of growth.

Import Prices by Country

The import price in South-Eastern Asia stood at $X per ton in 2021, rising by 2.4% against the previous year. In general, the import price continues to indicate a relatively flat trend pattern. The growth pace was the most rapid in 2019 an increase of 34%. Over the period under review, import prices attained the maximum at $X per ton in 2014; however, from 2015 to 2021, import prices failed to regain momentum.

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

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