I was talking with one Korean lawyer last week and he mentioned something about the Japanese magazine LEON debuting in Korea...
Leon magazine is a popular men's fashion publication based in Tokyo...
The magazine is based on the concept of the 'choiwaru oyaji'...
'Choiwaru oyaji' means something like...;
'Naughty-but-super-cool-old-dudes'...(in English that is the best translation I can come up with...)
The magazine takes its basic inspiration from the old dudes that wear nicely fitted suits and expensive shoes in Florence and Milan...
Anyway... it is interesting that this Japanese publication is suddenly so popular in Korea...
...as Koreans generally follow American fashion...not European fashion...
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In Japan, the great majority of magazine publications have an (almost) exclusive contract with ONE famous model...
...and this model will feature on the cover and in the editorial of every single edition...(they are sort of the image/representative face of the magazine).
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The cover model (and in this case, also Editor-in-Chief) of Leon...
...is the Italian writer/model Girolamo Panzetta...
He really looks like a creepy Uncle;
Again...
...I find it interesting that the top Japanese publications are dominated by Italians... (Anna dello Russo, another Italian, is the editor of Vogue Nippon).
Japanese publications usually feature a large array of European models...
...so it is often difficult to see Japanese models in Vogue Nippon...
...and the writing staff and models are almost 95% of the time Korean.
Sometimes they borrow content from sister publications such as American Vogue if they like a particular editorial shoot...
I don't know why Leon magazine has become successful in Korea so quickly...
...is it because of the image of an old European man stalking much younger women? (not common in Korean magazines...)
I have too much to say about this whole 'Creepy older Uncle' marketing angle...
...but I should probably buy a copy of Leon myself to see what the deal is...
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