Magazine Profile

Magazine Title: Quarterly Magazine Sutekina Hula Style
Dimensions: A4 Size (Height 11.2 in. X Width 8.2 in.), 176 pages
Initial Distribution Quantity: 40,000 copies
Proposed Retail Price: 1,200 Yen (Approximately $10.00 using 118 yen to the U.S. dollar)
Proposed Circulation Date: March 27, June 27, September 27, December 27
Distribution Method: Retailed at major bookstores and through our company homepage
Target Readers: Hula enthusiast (include beginners through professional level), people with an interest in Hawaii and the island’s culture
Promotion Method: Sutekina Hula Style will be advertised in most major newspapers around Japan, daily magazines, and regional papers. Promotional campaign will include advertisements in company sponsored internet homepage and publications
Web site: http://www.hulastyle.jp

Fundamentals

01 DM and e-mail information services to subscribers through the use of our company website

Sutekina Hula Style readers will have access to our advertisers via printed information and through our company maintained homepage. By implementing this system readers will have information accessible to them via internet pertaining to hula dancing and Hawaii. This system will also allow our advertisers to reach hula enthusiasts with current and updated information.

02 Feature reports which will allow our readers to feel Hawaii while in their living room

Sutekina Hula Style will always feature an article on Hawaii and the island’s outstanding culture and beauty. This special feature will comprise of color photographs and comments which relate to a specific theme.

03 Articles featuring Japanese hula dancers and their association with Hawaiian culture

Sutekina Hula Style also feature articles on ordinary people who have become affiliated with hula dancing and Hawaiian culture. We hope this will help prospective learners to feel closer to the current population, and serve as a bridge amongst the two parties.

04 Registry to link prospective learners and hula studios schoolse

Sutekina Hula Style will feature a directory listing consisting of contact name, address, and a description of the establishment. Also, any studio or school with an advertisement in the magazine will also be introduced in our special feature section Halau Report and any other special feature articles*, as appropriate.
*Presentation in any special feature articles will be done at the discretion of Ikaros Publication, Ltd

05 Featured contents are limited to useful and lucrative information

Sutekina Hula Style will cover topics such as fashion & jewelry, cosmetics, beauty, cooking, wedding receptions, long & short term vacations, and an introduction to Hawaiian interior and gardening. We hope to reach a wide array of readers by featuring a variety of topics regarding Hawaii.

Publication


New! Spring Issue (March 27th, 2010)
Main Article; Hula ‘Auana

 

Contact Information

For questions or submission requests please contact Naoko Kimura, Fusae Oda, Hiromi Takeda:

Ikaros Publications,Ltd.

Advertisement Sales Department
2-3 Ichigayahonmura-cho, Shinjuku-ku, Tokyo, Japan 162-8616
Telephone: (International)+81+33267+2719
Fax: (International)+81+33267+2714
E-mail: ikarosad@ikaros.co.jp
Homepage Address:
http://www.hulastyle.jp/ (Magazine)
http://www.ikaros.jp/ (Company)

Specifications(PDF1.6MG)

 

Research trends on Hula activities in Japan

Research data as of April 2004 prepared by Ikaros Publications LTD.

The Hula market in Japan has become an essential business target for Hawaii

The numbers of Hula fans is expanding throughout Japan. This trend originated from the first Hawaiian boom about 40years ago and a moderate but steadily growing Hula market has been established in Japanese since then. Now with the synergy of the recent Hawaiian boom and “Iyashi” or healing boom ( a trend where people seek out things that are physically and mentally soothing ) , the Hula market has become energized and is now attracting a younger generation of enthusiasts in greater numbers then ever. With the objective of finding out more about the prospective Hula market , the magazine ” Sutekina Hula Style ” conducted research on those enthusiasts who participate in hula classes through ” culture schools ” , community centers , gyms , and Hula Halaus throughout Japan.

The number of hula class participants throughout Japan

Type of class Organizations Number of
classes
Number of students
1 Culture Schools Major culture schools

Medium & small culture schools

18

212

About 54,000

Uninvestigated

Total 230 54,000 or more
2 Community Centers

*Based on 4,919 local municipalities community centers nationwide.

Community centers which have dance classes (Hula) for the public. 1,230 About 24,000
3 Gyms

*Based on 2,164 gyms nationwide.

Major gyms

Major and small gyms

8

2,156

51,200

Uninvestigated

Total 2,164 51,200 or more
4 Domestic Hula Halaus Halau list (created by Ikaros)

Members of the All Japan

Hula Association

Maile Honma Hula school

204

15

1

40,800

60,000

20,000

Total 220 120,800
The total number of Hula students in Japan 250,600 or more

Research data as of April 2004 prepared by Ikaros Publications LTD.

The higher numbers are expected if the medium and small size culture schools and gyms are coverd in this research. In additions , judging from the recent trend of a growing Hula population , it is clear how important the future Hula market will be to Hawaii’s business.

Hula lesson participations fees

Organization Registration fee Annual lesson
fee per student
Annual
spending fee
per student
Total nation
wide annual
spending
1 Culture Schools \5,000 \60,000
(12 months)
\18,000 \3,510,000,000
2 Community Centers Free \18,000
(12 months)
\65,000 \442,800,000
3 Gyms \10,000 \162,000
(12 months)
\172,000 \8,806,400,000
4 Domestic Hula Halaus \5,000 \72,000
(12 months)
\77,000 \9,301,600,000
Total \22,060,800,000

$195,228,318

(Calculated at the exchange rate on 6/08/06, $1.00=113yen)

Research data as of April 2004 prepared by Ikaros Publications LTD.

In addition to the amount of spending shown above, people who take Hula lessons also contribute to Hula market by purchasing Hula and Hawaii related materials, such as costumes, Hawaiian music CDs, vacations to Hawaii, event participations fees, etc. This data reveals that the Hula market in Japan is a more important market for Hawaii’s business than we had thought.

Qs As about Hula classes in Japan

Q: What are “culture schools” ?
A: In Japan there are many facilities run by business that mainly cultural classes. These are called “culture centers” and they provide the public with opportunities to learn and experience various cultural activities through classes in liberal education, art, various hobbies, martial arts, exercise studio, etc.

Q: What are the Ko-min kan or community centers?
A: Community centers are operated by local municipalities to provide places where people in the community can participate in cultural activities or learn something that they are interested in at a low cost. Many public halls and centers throughout Japan are equipped with high tech features and are being used more and more for hula classes as well other cultural activities.

Q: What are gyms?
A: Gyms are fitness facilities that teach swimming, resistance training. Golf , tennis, and dance. Hula classes are popular as are Jazz dance and ballet.