In recent years, applications with a thermal print system have been rapidly expanding to emerging countries. Under the circumstances, a lot of direct thermal paper is being developed locally by many companies leaving the end-users little to no choice but to use the local paper supplier.Unfortunately, some of this newly developed local direct thermal paper cause significant abrasions on the printheads forcing the users to replace the printheads frequently.Considering the situation, ROHM has developed a durable thermal printhead which can achieve three times longer life compared to conventional printheads, even with such severe locally manufactured medias. In addition, the new printhead has 15% improved energy-efficiency and contributes to the ability of accepting a low-sensitivity direct thermal paper.We have also developed AST (Anti Sticking Treatment) technology to prevent a sticking problem which causes a poor print-quality. The treatment also reduces paper residue build-up on the surface of printheads and keeps a good print-quality for continuous printing.