The encyclopedia · Strategy & Leadership · Strategic decision · 2025
Kadokawa Haruki shut Bijin Hyakka after 20 years — two months after its sister title
The girly monthly ended with its September 2025 issue, announced a day before on Instagram — sister title Otona Hyakka had closed in June.
Bijin Hyakka · Kadokawa Haruki Corporation · 2025-08-08
What happened
Bijin Hyakka, the women's fashion monthly Kadokawa Haruki Corporation launched in 2005, suspended publication with its September 2025 issue, released August 8, 2025. The announcement came a day earlier on the editorial department's Instagram — sudden, it apologised, without giving a reason — and ended a run of roughly 20 years.
The magazine had survived an early wobble: weak sales forced it bimonthly until a girly formula — models Mika and Risa Hirako sharing their real wardrobes and interiors — won readers back and restored monthly publication in April 2011. Its 'Hyakka Ladies' stayed loyal for another fourteen years; the final issue carried a back-cover tribute to Mika, the one regular left from the launch.
It was the publisher's second fashion closure in two months: sister title Otona Hyakka, aimed at women over 35, ended in June. The Bijin Hyakka website continues; the print edition does not.
Why it happened
- Print circulation kept falling while readers moved to digital; the publisher gave no reason, but two closures in one summer marked a retreat from fashion print.
- A magazine built on one aesthetic tribe ages with it; the girly reader of 2005 was a different consumer by 2025.
The lesson
A reader tribe ages and drifts; a magazine that serves one aesthetic for twenty years must rebuild its audience twice over, or close with it.
Aftermath
The bijinhyakka.com website continues to operate. Otona Hyakka ended on June 12, 2025; readers asked for seasonal revivals, and none has been announced.
Sources
- ファッション誌「美人百花」が突然の休刊 8月8日発売号が最終号に — Fashionsnap (Aug 8, 2025)
- 美人百花 8月8日発行の9月号で休刊、20年間の歴史に突然の終止符 — Media Innovation (Aug 8, 2025)
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