CCC Media House and DNP to Launch a Website "Pen Magazine International"
Aim to introduce high quality value-driven experiences
CCC Media House Co., Ltd. (CCC Media House) and Dai Nippon Printing Co., Ltd. (DNP) are pleased to announce the March 10, 2017 launch of Pen Magazine International at pen-online.com. Pen Magazine International aims to broadcast examples of Japanese value-driven experiences to a global audience.
Pen Magazine International
Image of free paper
Amidst the rising numbers of overseas visitors to Japan, an emerging trend has developed, mainly amongst repeat visitors, to seek out Japanese unique value-driven experiences and consumption opportunities that aim to make the most of the moment over the mere possession of consumer goods. In line with this development, popularity is rising for narrative-type contents that seek to convey the attractiveness of local cities and Japanese products, including their historical backgrounds and the motivation of the craftsman-creators of traditional Japanese goods.
In this latest development, CCC Media House and DNP will establish a website that capitalizes on the brand power and editing capabilities of Pen, and DNP know-how in various media, such as contents production and operation skills. In addition to communicating attractive Japanese contents, with an emphasis on a creative backstory, to overseas readers via digital media, CCC Media House and DNP will also provide high value-added media to Japanese companies looking to promote products and services overseas.
Pen has so far broadcast quality contents, including fashion, architecture and design-related themes to a domestic readership. Pen is a creative and interest stimulating media, and by expanding overseas, CCC Media House and DNP aim to promote activities that capitalize on the magazine's contents and editing capabilities in company campaigns, and company-based product collaborations with Pen.
CCC Media House and DNP will broadcast Japan-based information overseas, combining SNS and the distribution of free papers in target regions, along with events centered on Pen, in a complex format.
Apart from the magazine Pen, and free-paper articles, CCC Media House and DNP will also provide short movies in English as original contents for the website. A French version is planned for a late March release.
Free-paper (Pen International and Pen Paris)
CCC Media house will publish Pen International targeting New York, London, Bangkok and Singapore, along with Pen Paris targeting Paris twice each year in March and September. The free-paper is planned at 140 to 150 pages in length, and in addition to such original articles, as features, columns and advertorials, will also carry translated articles from the Japanese flagship magazine, as well as from the website. The paper will be distributed at luxury brand stores, museum shops, hotels and event spaces in the target cities. The possibility of including free-paper as an insert with famous regional newspapers is also under consideration. Planned circulation is 10,000 to 15,000 issues for Pen International and 20,000 for Pen Paris.
CCC Media House and DNP will also plan and operate pop-up stores and food and drink tasting events overseas linked to the free-paper and the website.
CCC Media House and DNP have published the free-paper Pen Paris since December 2015, including it as an insert in Le Figaro and distributing it at department stores and upmarket Japanese restaurants. A sister publication, Pen Asia, has been published in Southeast Asia since October 2016, as an insert in The Business Times and distributed at department stores, high end stores and hotels. Tie-in events such as the following have also been hosted:
- An article about Beams Japan, a concept shop introducing traditional Japanese crafts and pop culture, created by Beams, a high end Japanese retailer, appeared in Pen Paris. A pop-up store opened in Paris was also visited by more than 2,000 people in a two-week period and featured in more than 200 mass media outlets.
- Pen Paris carried an article extolling the attraction of Sasayama Castle Town Hotel Nipponia, based on renovated traditional Japanese houses. A short movie introducing the atmosphere of the surrounding township, and the experiences of a guest at the hotel were also included, which resulted in increased accommodation enquiries from France.
- The appeal of Yachimun, an Okinawan pottery was introduced in Pen Asia, and a pop-up shop created in Singapore.
Pen is a high quality, lifestyle-based magazine launched in Tokyo in 1997. Under the keyword of Lifestyle, the magazine introduces creative goods and concepts, and has developed a strong support base from male adult minds of an inquisitive frame of mind, and creative-type readers.