Brand Joy Magazine

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Brand Joy Magazine is a Japanese fashion magazine catering to a wide array of brands. The goal of the magazine is to provide information about the most established and best known brands in Japan, both domestic and foreign. Most issues are themed around specific types of accessories ranging from handbags to sunglasses, jewelry, scarves, or shoes.

About Brand Joy Magazine

Published by Neko Publications, Brand Joy Magazine contains information about all the top brands in fashion, including those like Louis Vuitton, Hermes, Chanel, Coach, Gucci, Christian Dior, D&G, Chloe, and many more. The magazine’s focus is largely on women in their 20s and 30s and is published monthly. In print for seven years, the magazine features largely accessories but will occasionally write features on new clothing lines as well.

Unlike many other fashion magazines with similar readership, Brand Joy magazine has a very simple approach, placing as many products in each issue as possible, similar to a catalog. Pages are full color and text is largely in Japanese with sections broken down to cover various different types of products, such as handbags, sunglasses, jewelry, and other accessories.


The magazine’s catalog-like approach combines multiple product images and dozens of short text blurbs about the products to provide the target audience of young female professionals as much information as possible in each 150 page or so issue.

There are features in each issue, often choosing a theme that fits with the current season and popular trends and features will be written on any new lines that fit into the array of labels the magazine regularly covers.

In addition to full coverage of the products in its magazine, the Brand Joy website features many of the products for sale with short descriptions of them from the magazine and direct links to an online store. These products can be purchased, reviewed, or discussed via the website and the magazine will often take the buying habits of its visitors into account when developing themes for its future issues.

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