National could barely able to sell publications as by 2010s nearly everyone went to spend more time online – ebooks, social media, etc. – and even the browsers have disappeared as magazines started to end publication, so leaving the stationery business the only thing keeping it afloat.

Strangely, asides from Fully Booked and that small Japanese bookstore in an uppity part of Manila, the Big Bad Wolf book festival draws a large crowd of bookworms.