GQ JAPAN MEDIA KIT 2022

THE LEADING FASHION & LIFESTYLE
BRAND FOR MEN
GQ JAPAN is a 24-Hour/365-Day Source of Information for Men of Intelligence,
Character and Sensitivity Who are Concerned About “Essential Quality” in BothBusiness and Private Life.

GQ JAPAN.jp
SOCIAL

Total Reach 3,800,000

GQ JAPAN.jp
Unique Users (monthly)

3,000,000

173,000 153,000 118,000

134,000 264,000

49,200( as of January 2022)

1

GQ JAPAN

GQ JAPAN Media Kit 2022

GQ JAPAN Is a Multimedia Brand that Delivers Premium Content and Experiences
to Premium Audiences Across All Platforms.
GQ JAPAN was first published in April 2003 as the Japanese edition of the world's first men's fashion and lifestyle magazine, GQ.
Since that time, it has gained the widespread support of its readers as a comprehensive medium that delivers the latest information formen who seek the "essence" in both business and private life with intelligence, character, and sensitivity.

MOBILE/TABLET SITEMAGAZINE

SNSPC SITE

VIDEO

EVENTS

2

Audience Demographics
OUR AUDIENCE

3

Who are
GQ MEN?

GQ JAPAN AUDIENCE DATA — Basic Attributes
RegionGender

85%

Tokyo
Chiba
Kanagawa
Saitama

47％

Osaka

15％

Aichi

6％

More than ¥10 million

45％

15%

Age

25～44-year-olds

55％

Finances
Average Household Annual IncomeLess than
¥2 million

6％

18～24

¥2~4 million

More than ¥30 million¥20~30 million

24％

25～34
35～44

31％

44～54

¥16~20 million¥4~6 million

25％¥12~16 million

10％

55～64

¥6~8 million

4％

65～0％

¥10~12 million

10％

20％

30％

40％
¥8~10 million© CONDE NAST JAPAN All Rights Reserved.

* Gender and age are based on the last threemonths of data from Google Analytics.
* Household annual income and job title arebased on GQID membership data N = 7,957.

4

Who are
GQ MEN?

GQ JAPAN AUDIENCE DATALIFESTYLE

The keywords are “design” and “quality”.
When making purchases, they check out bricks and mortar shops thoroughly.

Q3

Fashion Items

Watches□ What do you consider important when purchasing fashion items?

□ Please tell us the price range of your favorite watches

81％

DesignMore than ¥1 Million Less than ¥100,000

Materials and Quality

72％

38％

Price

33％

BrandOthers

18％

11.1％

Q1

¥500,000~
1 million¥100,000-300,000

13.9％

16.8％

3％

¥300,000-500,000

36.5％Grooming
64％

Online Shops

50％

Q2

Department Stores

50％

Brand High Street Stores 45％
Overseas

21％Others

3％

watches priced at morethan ¥1 million□ Where do you buy fashion items?

Boutiques

11％ are lovers ofQ4

□ Beauty (care) • What kinds of grooming are you interested in?

1st Place: Hair Care

2nd Place: Skin Care
3rd Place: Sports Gym/Training
4th Place: Hair Removal© CONDE NAST JAPAN All Rights Reserved.

Based on a questionnaire survey of GQ ID members and mail magazine members

5Who areGQ MEN?

GQ JAPAN AUDIENCE DATACars□Do you own a car?

Q7

□What type of car do you want to own?

Q5

4-door sedan

19.9％

HatchbackOwn 3 ormore cars

14.2％

Station wagon4％
Own 2 cars

9％

73％ of the GQ

2-door coupe

audience own a car.

SUV

Own 1 car60％

Q6□What is the nature of your interest in cars?

29.7％

24.3％
35.2％

Minivan

14.9％

Open car

15.4％

The most popular
car type is the SUV,

14.2％

Light passenger car

Q8favored by 35％!

□Are you planning to buy a car in the future?

YES: 87%

More than¥10 million

14％

Q9□How much is your purchasebudget?

As a meansof movement

25.8％

22％ plan to spend atleast ¥8 million on
As a personal hobby or preference

64.4％

their next car.
© CONDE NAST JAPAN All Rights Reserved.

Less than¥4 million¥8-10 million

8％

30％

¥6-8 million

15％¥4-6 million

33％
Based on a questionnaire survey of GQ ID members and mail magazine members

6Who are
GQ MEN?

GQ JAPAN AUDIENCE DATA

Q10□Where do you get car information?（web/apps）

50.6％

GQ JAPAN Web
Car specialist sites（CarView, Response, etc.）

45.9％□What are the main factors that determine whether you will buy a car?

39.5％

Portal sites（Yahoo!, etc.)
News apps

Others

18.3％（Smart News, etc.）

Price

Q12

14.6％

14.5％
Others12.8％

Design59.1％
Dealer service□Do you want to ride an electric car?

2.2％

Q11

Brand power

11.3％

Can’t say either way

Almost 60% of the

27.5％
Yes

audience emphasize

52.4％
No

“Design”.

20.1％© CONDE NAST JAPAN All Rights Reserved.

Based on a questionnaire survey of GQ ID members and mail magazine members

7

MEDIA TOPICS

8Media Topics: Voices of the Future✓ The Voices of the Future Special Feature in the August 2021 On-sale Issue(October Issue) Created a Sensation.
The main special feature in the October 2021 issue of GQ JAPAN, entitled Voices of the Future, was co-produced and co-edited by the editorial
departments of the GQ editions around the world.
Who will be the music world’s next megastars? For the first time in GQ’s history, the editorial departments of all 21 national editions
interviewed up-and-coming artists in their respective countries and regions to create a global special feature. Appearing from Japan was
singer-songwriter Fujii Kaze, together with a constellation of performers from around the world who have gained attention by transcending theboundaries of genres from J-Pop to flamenco, rap and reggaeton to create the waves of the times and the sounds of the future.
・The October issue was printed in two special cover editions.

9Media Topics: YOUTUBE✓ Number of Channel Subscribers: 264,000(As of January 2022)

・Popular Content
SNEAKER HOLICS
In this series, Antony, a sneaker-loving comedian, visits people who love sneakers and shows off their masterpieces.

STREET STORY
The street is the cradle of new culture. And street kids have often paved the way as pioneers in the fields of art, music, andsports. This documentary video series focuses on the culture of Japan.

10Media Topics: TikTok✓ Our Official TikTok Account Now Has 49,000 Followers.
The official GQ JAPAN TikTok account was launched in June 2020, and the number of followers is increasing.
We will continue to work to further attract young readers and expand the account’s brand recognition.

11

EVENTS

12

GQ Men of the Year 2021
In 2021, GQ JAPAN held its 16th Men of the Year awards ceremony to honor the men who haveinspired the readers of GQ JAPAN through their way of life, work and style, and who have shownoverwhelming success in their respective fields during the past year. The awards ceremony washeld live online in the wake of the COVID-19 pandemic, and was a huge success.

1313

The “O.SHIRO” Collection Vol. 1
This event was co-hosted by Chugoku Bureau of Economy, Trade and Industry (METIChugoku) and other organizations to showcase the power of Japanese "monozukuri"(manufacturing) on the world stage. Produced by GQ JAPAN, the runway was filledwith a total of 10 brands, including those active in overseas collections such as N.
Hollywood, FACETASM, and BEDFORD, and those of promising young designers.

This was the first time for the textile industry, brands, and models to collaborate on arunway show in the grounds of the castle in Okayama, a world-renowned denim
production center. The event attracted about 1,300 visitors from the local community
and the apparel industry, and was widely covered by the major media.

14

The “O.SHIRO” Collection Vol. 2
Produced by GQ JAPAN and co-hosted by Chugoku Bureau of Economy, Trade andIndustry (METI Chugoku) and other organizations, this event was designed to showcase
the power of Japanese "monozukuri" (manufacturing) on the world stage. This second
event in the “O.SHIRO” Collection series was on the new themes of "SDGs" and "ethicalconsumption", using fabrics produced in the domestic textile production areas of Bishu(woolen textile production), Sanbi (denim production), and Wakayama (knit production),with three brands—ANREALAGE, beautiful people and sulvam—creating an ethicalcollaboration collection.

Dori Sakurada, Mira Hasegawa, Satsuki Nakayama, Taiki & Noah, and others covered

the production areas and factories, and wore the collection on stage at Nagoya Castle.

15

GQ VOICE #1
The GQ VOICE project was launched by GQ JAPAN in 2019. The project was born out of a desire
to share our awareness of the social issues we are currently facing as a media outlet, whileinviting readers to participate in events and exchange communities. GQ VOICE is a gathering
place where people can freely discuss a variety of topics and have their voices resonate andexchange ideas.
For the first GQ VOICE event, 200 readers were invited to Shibuya Stream Hall to watch thefirst-ever world premiere of the Netflix reality TV series, Queer Eye: We’re in Japan! In addition,
we invited celebrities Matt and Loveli to join the talk show on the theme of “self-love”.
Held on:Guests:Friday, October 25, 2019 at Shibuya StreamMatt, Loveli16

GQ VOICE #2

The second GQ VOICE event was held at ALOFT TOKYO GINZA on the theme "CHANGE IS
GOOD", and the audience was able to leave comments while watching a live broadcast ofthe proceedings on YouTube.

The speakers were spread out in guest rooms and foyers and talked online using remotemeeting tools while maintaining social distance.
Held on:Guests:

Saturday, August 8, 2020 at ALOFT TOKYO GINZAYoohei Kawakami (Alexandros), Yosuke Aizawa (Designer, WhiteMountaineering), YOSHI (Actor, Musician)Moderator: Shingo Fujimori

17

SHOWCASES

18

Print Tie-Ups

19

AUDI
✓ The AUDI e-tron Sportback— A New Car for a New Day
We produced a 60-page GQ supplement to coincide with in-store events at AUDI dealerships across Japan.

20

Ferrari✓ “FERRARI APPROVED” PERFECT GUIDEWe produced an 8-page GQ JAPAN GQ CARS Special supplement, and also printed an additional 3,000 copies.

21

AUDI
✓ GQ CARS SPECIAL “IDEAS START THE FUTURE”
We produced an 8-page GQ supplement, and also printed an additional 3,000 copies.

22Grand Seiko✓ The Global Identity with Grand Seiko
We produced a total of 10 series of serial tie-ups, consisting of a series on personalities with four celebrities and a series on objects
with a focus on goods. These tie-ups were utilized for secondary use in tabloids and were inserted in major newspapers in Tokyo,Nagoya and Osaka.

23

AUDI
✓ The Audi Q3 x Odagiri Joe: Being Versatile and Original
GQ and VOGUE each carried out a tie-up with a celebrity. We utilized these tie-ups for secondary use in tabloids and inserted
them in major newspapers in Tokyo, Nagoya, and Osaka.

24

TOYO TIRES✓ TOYO TIRES x Jockey Yuichi Fukunaga: What Is “Running"?
We carried out a web tie-up featuring jockey Yuichi Fukunaga. In addition to producing a behind-the-scenes video, we also produced
a booklet and distributed it at AUDI dealerships and events nationwide.

25

Digital Tie-Ups

26

Paul Smith✓ Paul Smith x Yosuke Kubozuka:Yosuke Kubozuka Wears the Traveling Man’s Paul Smith
We produced a web tie-up and a video featuring the actor Yosuke Kubozuka, who wore the latest
Paul Smith collection and talked about its appeal.

27

JO MALONE LONDON #1✓ The Jo Malone London Home Collection
We invited Dean Fujioka and Kavka Shishido to a space styled by the Jo Malone London Home Collection toproduce a promotional video. An accompanying tie-up article was also distributed in both VOGUE and GQ.

・GQ・VOGUE28

JO MALONE LONDON #2✓ Jo Malone London: A Fragrance Journey
We produced a promotional video featuring actor Keita Machida to express the worldview of three popular fragrancesof Jo Malone London. An accompanying tie-up article was also distributed in both VOGUE and GQ.

・GQ・VOGUE29

STARBUCKS✓ The Guide to Starbucks Reserve® Roastery Tokyo
We produced a promotional video for the launch of the fifth Starbucks Reserve® Roastery in theworld, and set up a mutual link with VOGUE, elevating it to a unique Condé Nast initiative.

✓ Project Linked with VOGUE

30

LONGINES✓ TORI MATSUZAKA MEETS LONGINES SPIRITThe actor Tori Matsuzaka was cast for a tie-up for a the new Longines’s pilot’s watch Longines Spirit.
We also produced a behind-the-scenes video.

31

Mercedes-Benz✓ How Does it Feel to Be a “Great Driver” Who Has Improved Further?
Actor Toru Nakamura Talks About the New Mercedes-Benz E-Class.
We produced a behind-the-scenes video featuring actor Toru Nakamura in a tie-up with Mercedes-Benz.

32

TISSOT✓ YUYA YAGIRA MEETS TISSOT SEASTAR 1000
We produced two videos of TISSOT’s new diver's watch featuring actor Yuya Yagira, and the videos were used forsecondary purposes on the Train Channel.

33

Tiffany & Co.
✓ Hiroyuki Ikeuchi and Hana Matsushima Meet TIFFANY T1
In a tie-up with Tiffany, we shot stills and a video featuring actor Hiroyuki Ikeuchi and model Hana Matsushima as the models.

34

Onitsuka Tiger✓ Sho Kiyohara in Onitsuka Tiger Spring Summer Collection 2020
This tie-up article together with a behind-the-scenes video featuring actor Sho Kiyohara were lifted to GQ US.
We have also been making an increasing number showcases taking advantage of the Condé Nast Group network.

・JAPAN・United States

35Others36

BURBERRY✓ VOGUE AND GQ X BURBERRY
To celebrate a new BURBERRY outerwear campaign, VOGUE JAPAN and GQ JAPAN produced ashort movie featuring brand ambassador Eliza Ikeda and actor Yosuke Kobuzaka.

37

FERRARI✓ Premium Experience with Ferrari：Esperienza Ferrari GT Edition
We held an event at "Premium Experience", a service exclusively for GQ JAPAN readers, in which the participants couldexperience the latest Ferrari with their whole body.
▼Test drive event report article

38

AUDI
✓ Audi Special Talk Show
─ How Was the Movie Kokoro o yusaburu utsukushi-sa made?
We held a talk event with film director Kiyoshi Kurosawa and actor Shota Sometani on the subject of the beauty of movies and cars.
The details of the talk session were published in a tie-up article.

39

MIKIMOTO✓ Gender-fluid Pearls—The Secret of Myself and Pearls
We created the content and directed the photography for a MIKIMOTO special website.

40Mercedes-Benz✓ Tsubasa Imai Talks About the New Mercedes-AMG GLA 35 4MATIC
We produced a video intended for posting on Mercedes' official YouTube page and website, as well as a web tie-up, and we
included the video in an article in GQ.

41

Condé Nast Japan
Osuga Bldg. 2F, 2-11-8, Shibuya, Shibuya-ku, Tokyo 150-0002, Japan
Business Solutions Department Phone: 03-5485-8720

For inquiries, please contact via
E-mail: gq-adv@condenast.jp

42