1 . While most lifestyle and fashion magazines are full of photos of slim male and female models that create an unrealistic image of the human body, a fresh Japanese men’s magazine called Mr. Babe is taking an unusual approach. It is targeted at chubby men, a body type that is rarely represented in the mainstream fashion industry.

Mr. Babe describes itself as Japan’s first fashion and lifestyle magazine of chubby men, by chubby men and for chubby men. Its major goal is to increase the confidence of its readers and convince them that they can lead a happy and successful life regardless of the few extra pounds. It offers fashion tips, health advice and articles on marriage. The chief editor said, “Mr. Babe is in no way persuading men to become fat. Our message is that chubby men can be attractive by making use of what they have now. ”

Norihito Kurashina was in charge of Men’s Knuckle for over 10 years before shifting completely and launching Mr. Babe. Up to now, Men’s Knuckle is still a famous magazine for young Japanese. 52-year-old Kurashina describes himself as a chubby man for 25 years.

According to the National Health and Nutrition Survey, the percentage of overweight men in Japan has been increasing gradually over the last decade, while the number of overweight women has decreased. Kurashina says the growing number of chubby men is largely due to the long working hours. In addition, they go drinking after work to relax. Naturally, they have no time, energy or money to go to the gym and keep in shape.

The chubby men in Mr. Babe magazine are not much more different than the handsome and sexy men that show up in most mainstream magazines. They are charming and well-dressed. 50, 000 copies have been printed of the first issue, which has film star Jack Black on the cover. Norihito Kurashina says he is already feeling a good response from the audience.