Exciting Instagram Campaign for Exclusive RURU MARY’S Stationery at Tsutaya Books

Tsutaya Books, a lifestyle-oriented bookstore that caters to the intellectual curiosity of adults, is set to launch an Instagram campaign starting January 9, 2026. Participants will have the chance to win exclusive stationery items from RURU MARY’S, a brand by Mary Chocolate Company based in Tokyo.

By following Tsutaya Books' official Instagram account and commenting on the campaign post, customers can enter for a chance to win one of the coveted items – a notebook, a letter set, or a bookmark. A total of 10 winners will be chosen through a drawing from the comments received.

This December marks the debut of the RURU MARY’S exclusive stationery collection, which includes seven unique products. Known for its high sensitivity and the value placed on personal perspectives, the RURU MARY’S brand aims to enrich the time of adults by offering experiences that enhance communication through delightful treats. The exclusive items will be available at 34 locations of Tsutaya Books, Tsutaya Denki, and other affiliated stores beginning December 12, 2025.

The stationery has been lovingly crafted with designs by Eriko Kawasaki, the art director of RURU MARY’S, under the supervision of Tsutaya Books' stationery concierge, emphasizing a harmonious blend of aesthetics and functionality. The collection aims to provide an enjoyable experience that resonates with the brand's philosophy of "creating more delicious and enjoyable communication through time."

In addition to the stationery, the campaign will also feature exclusive RURU MARY'S chocolate – the seasonal chocolate sable flavored with honey Earl Grey tea. This collaboration, centered on allowing adults to savor enriching experiences, began in 2023, symbolizing the brand's commitment to enhancing the quality of leisure time.

How to Participate in the Instagram Campaign

1. Step 1: Follow the official Tsutaya Books Instagram account.
2. Step 2: Comment on the campaign post.

After completing these steps, participants will be entered into the drawing! Winners will be announced via direct message on Instagram in late January.

Campaign Period

The Instagram campaign will run from January 9, 2026, to January 22, 2026, with entries closing at 23:59 on the last day.

About RURU MARY’S

RURU MARY’S stands for creating communication that is tastier and more enjoyable, reflecting the brand's ethos. The name "RURU" implies a consistent and delicate flow of time, embodying the intention of allowing customers to savor these moments while enjoying treats.

Store Information

The exclusive RURU MARY’S products will be available at various Tsutaya Books locations across Japan, including famous sites such as Daikanyama, Ginza, and Kyoto, among others, during the campaign period. Please note that the availability of items may vary by store, and it's advisable to contact individual shops for exact details.

Explore RURU MARY’S Collection

Join us in celebrating this exciting journey with RURU MARY’S and enhance your writing experience with these beautifully designed stationery items!