Koakuma Ageha

Koakuma Ageha (, lit. "Little-devil Swallowtail ""A day in the life of a Japanese 'hostess' model" 16 September 2010, CNNGo) is a Japanese magazine that introduces the latest fashion and lifestyle trends popular among hostesses that is published twice a year, with the main target audience being women in their teens to 20s. Fans of the magazine are also referred to as "agejo" (age嬢, a combination of "Ageha" and "Lady") and often members of the Gyaru subculture.

During its peak in 2008, 300,000 of the 400,000 copies produced were sold."FRIDAY" May 2, 2014 issue p.86-87 "The publisher of 'Little Devil Ageha' screams, 'There's no more money!'" In addition to this extremely high circulation,"Koakuma Ageha" , Model Press the Koakuma Ahega is unique for promoting hostess club (Japanese-style cabaret) culture, as it mainly targets women who work at hostess clubs as hostesses, and most of its models are hostesses who actually work at hostess clubs."Totally completed the back numbers of 'Koakuma Ageha'!!", 30 April 2009, Ebunroku Kotonoha, Hideaki Matsunaga

Sociologist Shinji Miyadai has described this magazine as a "textbook for hostesses"."Chugakusei Kara no Ai no Jugyo, , pp.219, Shinji Miyadai, 2010 Some describe this magazine as the "bible for hostesses"."Hisako Nakajo the chief editor of 'Koakuma Ageha' talks about 'five secrets of the ad slogan power'" , 23 August 2010, Henshusha.jp

After multiple bankruptcies, Koakuma Ageha was revived as online magazine on January 5, 2021 with special physical issues releasing bi-yearly since May 26, 2021.

History Koakuma Ageha was first published under the name "Koakuma & Nuts" in October 2005 with a 27-year-old woman, Hisako Nakajo, who had been familiar with the gyaru scene, as its chief editor. Koakuma & Nuts was only a special edition of the dark-skin oriented Happie Nuts gyaru fashion magazine, but after publication of the second issue, it changed its name to "Koakuma Ageha" and became monthly in October 2006."Interview with the chief editor of 'Koakuma Ageha', there are only two things in the world : 'kawaii' or 'not kawaii'", 14 July 2009, Gigazine Circulation was then around 220,000 but climbed to 350,000 by the end of 2008."Agejo, gyaru, significantly growing women's magazine of a moderate-sized publisher" 2 October 2008, The All Japan Magazine and Book Publisher's and Editor's Association Hisako Nakajo left Koakuma Ageha, and its parent company Inforest Publishing, in November 2011."Inforest, known as "Koakuma Ageha" among others, bankrupted", 16 April 2014 Gigazine

Model and style Koakuma Agehas exclusive models are called "Age-mo(s)", and its irregularly appearing models are called . Most of them are active hostesses from various cities "of the night" all over the islands of Japan."Analyzing 'Koakuma Ageha' and 'Mori Girl' as Lifestyles" , 20 February 2010, Hideaki Matsunaga, .review Unlike the ones in Happie Nuts, Ageha models are not required to be dark-skinned. Their unique styles of fashion is called , which has become quite popular among women in their teens and 20s. Some explain the typical "Ageha-kei" style as an "evolved form of the gyaru style, grown in the cradle of the hostess club scene, with an essence of yanki". The Ageha style, as a lifestyle, is noted for its tendency to be "local-oriented", in contrast to most other fashion-based lifestyles which tend to be Tokyo-centric."Truth about 'local orientation' in 'Koakuma Ageha'" (1/2), 26 July 2011, Hideaki Matsunaga, Livedoor Blogos

Koakuma Ageha'''s uniqueness is also attributed to its tone; it features hostesses' lifestyles without romanticization, not just recounting the glamorous aspects, and although its main focus is, of course, fashion, it sometimes features the serious themes of "yami (simultaneously meaning "darkness " and "sickness ") in the human heart". Models talk actively about their "darksides" in their own way, and often reveal some "negative secrets" about their lives and pasts, such as the ones about delinquency, running away, hikikomori, bullying, betrayal, heartbreak, mental illness, trauma, suicide, self-image issue, sexuality, loneliness, abused childhood, domestic violence, and alcoholism. This is considered quite unique for a Japanese fashion magazine, as Japanese fashion magazines are in general relentlessly light-hearted from beginning to end.

Ageha models often garner an almost cult-like popularity and attract large amounts of media attention. Eri Momoka, known as "Momoeri", is an early example,"Ageha-jo Eri Momoka, Photo session with her son in a popular magazine, 'A day with good job'", 2 October 2008, Techinsight and just like Momoka, who has her own brand "Moery", some Ageha models individually launch their own fashion brands. Sumire (1987–2009) launched her own fashion brand "Divas" and often introduced herself as the "Divas designer" during the last days of her life."Good bye, Sumire.", 14 June 2009, Ebunroku Kotonoha, Hideaki Matsunaga Shizuka Mutoh, an irregularly appearing Ageha model, launched her own fashion brand "Rady" in 2008 and its monthly net earnings reached $1 million in April 2011."Koakuma Ageha model Shizuka Mutoh's brand launches its new flag shop in Shinjuku after its monthly earnings exceeds 100 million yen", 3 July 2011, Fashionsnap.com

Sister magazines

Ane AgehaAne Ageha (, meaning "Older-sister Swallowtail") was first published in November 2010 under the name "Oneh-san Ageha" () as a special edition of Koakuma Ageha, and it became independent in March 2011."Older sister version of Koakuma Ageha, by Inforest & Co." , 15 December 2010, Upbeat Media Works Ane Ageha is a bi-monthly fashion and cosmetic magazine, and its target audience is females in their late twenties and older."Ane Ageha", Women's Fashion Magazine Guide

Kimono AgehaKimono Ageha () was first published in December 2010 as a special edition of Koakuma Ageha."'Koakuma Ageha' releases 'Kimono Ageha'", 27 December 2010, Beauty Hair News It is an irregularly published magazine specialized in kimono, and is modeled by Koakuma Ageha models."Kimono Ageha", Women's Fashion Magazine Guide

I Love MamaI Love Mama «stylized as "I LOVE mama"» was first published in September 2008 under the name "Mama Nuts × Ageha" as a special co-edition of Koakuma Ageha with Happie Nuts. Mama Nuts × Ageha changed its name to "I Love Mama" and became monthly in March 2009."Fake eyelash over pork meat!? Worldview of the gyaru-mama magazine 'I Love Mama'" January 2010, Cyzo Woman and "'Spring Is the Dawn Smokey', 'Tsukematrix' — 'I Love Mama' has coined new words" March 2011, Cyzo Woman I Love Mama'' is a magazine especially for gyaru women who have gotten pregnant and become mothers (called "gyaru mama") — the first-ever magazine dedicated to gyaru-mamas.

Koakuma Ageha

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