Suzhou Mozhi Cultural Creativity Co., Ltd.

Interviewee: Brand Director of Hesu – Lingjuan Kang

Q: Could you briefly introduce your company/brand?

A: Founded in Suzhou in 2012, Hesu has specialized in writing instruments for 13 years. As an integrated stationery manufacturer covering R&D, production, and sales, Hesu engages in both domestic and international markets. Our distribution network spans online platforms including JD.com and Taobao, as well as offline channels such as chain bookstores, large cultural and creative stores (e.g., Sisyphe Bookstore), and campus-side shops. Committed to original design, we invest tens of millions of Renminbi annually in new product development, maintaining a leading position in the writing instruments segment of the industry.

Q: How would you describe and evaluate the current IP co-branding market? What factors does Hesu consider when selecting IPs?

A: The cultural and creative IP co-branding market has maintained a positive momentum with continuous expansion at this stage. Cross-border collaborations have become closer and more frequent, with innovation serving as the core driving force. Personalized and customized products are gaining popularity. The integration of online and offline channels is deepening, making the ability to integrate IP resources increasingly important. Meanwhile, users' emotional needs for IPs have become stronger than ever. When selecting IPs, Hesu focuses on the following factors: first, the IP's cultural core, which should be capable of continuously delivering high-quality content and positive influence; second, high recognizability that allows the audience to easily remember it; third, strong fan loyalty that can trigger emotional resonance; and finally, clear copyright ownership and potential for diversified development. 

Q: What unique commitments do you uphold in product design?

A: We adhere to original design and independent R&D. Hesu invests tens of millions of yuan annually in new product development, leveraging sustained technological input and original designs to drive the upgrading of domestic writing instruments towards high-endization. We prioritize functional innovation, starting from user needs to conduct in-depth research on usage scenarios, while pursuing the integration of cultural elements.

Q: In response to the "domestic product boom" that has swept social media platforms in recent years, what actions has Hesu taken, and what results have been achieved?

A: Hesu has successively collaborated with institutions such as Xi'an Museum and Sanxingdui Cultural and Creative. These partnerships boast high alignment with our products in terms of cultural connotation and target audience, while also promoting Guochao culture. At the 2025 Shanghai CSF Exhibition, we launched the Hesu x Sanxingdui co-branded series, which has been widely loved by consumers!

Q: Could you reveal any new moves for the future?

A: Hesu will continue to deepen its focus on Guochao culture. Beyond meeting basic writing functions, we aim to provide consumers with richer and more diverse emotional value. In the future, we will also prioritize the development of online new media segments, collaborate with high-quality influencers, continuously produce content, and offer consumers more creative ways to engage with our products.

Q: What are your expectations for the 120^th CSF?

A: We expect the 120^th CSF to carry forward its legacy as a benchmark event in the industry, broaden the industry's horizons, and lead the sector toward a healthier and more progressive development direction. Meanwhile, we hope it will provide more exhibition platforms and cooperation opportunities for industry practitioners. We also look forward to strengthened online promotion efforts to reach more downstream segments. 

About Hesu

Founded in Suzhou in 2012, Suzhou Mozhi Cultural Creativity Co., Ltd. (Known as Hesu) has specialized in writing instruments for 13 years. As an integrated stationery manufacturer covering R&D, production, and sales, Hesu engages in both domestic and international markets. The factory covers an area of 10,000 square meters with a workforce of over 500 employees. Amid the prevailing trend where student groups pursue high-quality writing tools, the company adheres to original design and invests tens of millions of yuan annually in mold development, maintaining a leading position in the same product category within the industry.

In 2018, Hesu pioneered the student fidget pen, sparking a lasting trend of rotating pens in the industry. The Hesu HS-360 "Sand in a Drift Bottle" launched for the first time at CSF2024 even triggered a rush for orders among distributors. We believe that in the future, Hesu will continue to bring more excellent products to the industry.