It is very interesting to see how much the Chech company is tied to the country. In Prague, there are several Koh-I-Noor stores in very central locations. They are in the old part of the city, where it is full of tourists. I would expect to see a bar, a tourist trap or some fashion shops instead of a stationary shop, but they promote themselves very well and want to show the ties of the company to Prague and the Czech Republic. It like bohemia glass, when you say it, Czech Republic comes to mind. To show how "Czech" they are, they closed the production facility in China, so all the Koh-I-Noor products are made in EU.
So since 2016, Koh-I-Noor is a partner of the Czech Olympic team. I think this is the only stationary brand that promotes itself by partnering with the Olympics or with any kind of sport.
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