Bridging Global Fashion and Local Culture: A Cross-Cultural Content Analysis of Fashion Magazines in China and Japan

By comparing women's and men's fashion magazines in China and Japan in 2023, this study investigates local consumer culture positioning trends among East Asian fashion advertising. Comparative content analysis is adopted to analyze both the cover and the interior content of the selected magazines. While Japanese publications prefer standardization and mostly feature international talents, Chinese publications covers reveal a strong tendency toward localization, as evidenced by the predominant representation of Asian models and distinctive aesthetic preferences that align with local fashion sensibilities. Global luxury brands, however, dominate in both countries, demonstrating a consistent standardization of brand choosing. According to these findings, celebrity endorsement in China reflects culturally tailored approaches to consumer engagement, despite the predominant use of global products and standardized strategies.