NET ViVi Editor-in-Chief on Gen Z's Reality and Content Creation

The creative power and brand strength cultivated by publishers through magazine and book production are now gaining significant attention. This series introduces publishers' assets and content creation in the current era through various themes, offering insights for marketers on how to leverage the publishing industry.

This installment's theme is "Creating Content that Resonates with Gen Z." With a total social media following of approximately 8.28 million (as of September 2025), NET ViVi—the digital edition of Kodansha's women's magazine ViVi, which boasts an overwhelming presence among youth media—serves as our lens to explore Gen Z's reality and uncover insights for content creation.

Guest: Tetsuya Hiramoto, Editor-in-Chief of NET ViVi. Interviewer: Anna Tatsuno, Head of Dentsu Inc.'s GIRL'S GOOD LAB solution team, which researches insights from girls in their teens and twenties.

NETViVi……
The digital edition of Kodansha's women's magazine "ViVi." It creates multi-dimensional content by linking SNS, websites, and the print magazine, delivering trends and relatable content across fashion, beauty, and overall lifestyle to women in their teens and twenties.

Gen Z: The "Ultimate Straightforward Generation" – Seemingly aloof yet endearing

Tatsuno: First, NET ViVi has gained significant support from Gen Z. How do you analyze Gen Z, Mr. Hiramoto?

Hiramoto: In a word, they're the "ultimate no-nonsense generation." Gen Z has very clear likes and dislikes. With NET ViVi's content too, the difference between what gets traction and what doesn't is stark. They decide whether to watch content within the first second or so. If it doesn't interest them, they won't give it a second glance. Conversely, if you create something that really resonates with them, they'll watch it properly and react to it. I'm a Millennial, and I used to watch things I wasn't interested in just to see them, but that doesn't seem to apply to Gen Z.

Tatsuno: I get it. Back in the day, even with TV shows, you'd take in whatever was broadcast and then pick and choose what you liked. But Gen Z seems to go out and actively seek out content, selecting only what they like. Their approach to media is completely different. When creating content regularly, is there anything you think Gen Z absolutely won't watch?

Hiramoto: Content that's ego-driven from the creator's side, pushy stuff. Stuff that's polished and fake. Anything unrealistic just doesn't resonate. Unless you show the behind-the-scenes of that glittering world or the models' true feelings, people won't watch it anymore.

Tatsuno: That said, magazines present a constructed world where models sparkle, creating a significant gap from reality. How do you differentiate between print and digital?

Hiramoto: The magazine firmly embodies the ViVi worldview. It also serves as the hub for ViVi's various media—the starting point for content we distribute digitally. Therefore, the print pages have a mission to feature strong visuals that grab readers' attention. However, precisely because of that mission, there are things we can't achieve, and the number of pages is limited.

Hiramoto: So, digitally, we push forward with what the magazine can't do. Over the past few years, we've been advancing empowerment projects. Based on the idea that "ViVi fans are interested in more than just fashion and beauty," we've expanded our themes to cover the entire lifestyle spectrum, including healthcare and social issues. For example, we've developed digital content on how to respond to harassment, which generated significant response.

Tatsuno: Insights from Dentsu Inc.'s "GIRL'S GOOD LAB," where I work, also show that "younger generations are increasingly seeking shared topics." With infinite choices and everyone seeing different things on social media, people have no idea what the person next to them likes. So there's a strong desire to talk about the same themes together and gather in the same place.

Hiramoto: That's right. I feel community building is advancing. SNS is no longer just a place to showcase yourself.

Tatsuno: It feels like people aren't just seeking "likes" anymore; they want someone to engage with them, to comment or interact. It's not just about posting "I went to a photogenic spot." They want to put their own spin on it, post it, and have that become a conversation starter. It feels like they're constantly searching for seeds of conversation.

Hiramoto: Even when interacting with Gen Z staff at ViVi editorial, I sense they want deeper communication. Rather than just wanting "likes" for owning trendy items, they want people to recognize they discovered it first or ask how they found it.

Earlier, I described Gen Z as the "ultimate no-nonsense generation," but they're not cold people at all. I see them more as "people who seem a bit aloof but actually want you to engage with them" or "people who are a little greedy but also endearing."

Mastering SNS and AI: How does Gen Z engage with media?

Tatsuno: Could you elaborate more on the characteristics of Gen Z's media consumption? How do they obtain information amidst the overwhelming amount flooding social media?

Hiramoto: They use various SNS platforms to absorb a massive volume of light, easily digestible information. From that, they dig deeper into what resonates with them. Regarding how they dig deeper, while they used to search on Instagram, now they seem to consult AI like ChatGPT for various things.

Tatsuno: So their methods for researching information are changing too?

Hiramoto: Yes. I'd go so far as to say hardly anyone searches directly on websites anymore. While they might read articles if directed from social media, analysis suggests they rarely go directly to websites to find information.

Tatsuno: So SNS is always the entry point.

Hiraimoto: Exactly. It's easy. Free social media platforms play a huge role. As someone in publishing, I see this as a challenge, but I wonder if the culture of reading articles thoroughly is disappearing.

Tatsuno: But lately, social media is flooded with short videos crammed with too much information, and I sometimes feel people get tired of watching them.

Hiramoto: NET ViVi is similar. The key to viral videos is delivering an impactful opening and maintaining a fast pace. While they can be addictive, there are so many of them now that people might get sick of watching them. Interestingly, posting images instead of videos on TikTok tends to go viral more often. That said, since current SNS platforms are designed to prioritize video distribution, the focus on video content will likely continue.

The foundation of content creation is "what do I want to create as an editor?"

Tatsuno: Now, tell us about NET ViVi's content development. What approaches do you take when developing content?

Hiramoto: NET ViVi operates not only its website but also various social media platforms like Instagram, X, TikTok, YouTube, LINE, and China's Weibo and RED. Each platform has different algorithms and characteristics that determine "what kind of posts tend to go viral." Therefore, we have dedicated teams for each platform to pursue optimal management, optimizing video length, editing techniques, and production specifically for each SNS. Consequently, we rarely just upload an Instagram video directly to TikTok. I believe this approach has led to our total SNS follower count reaching approximately 8.28 million, one of the highest figures in Japan.

Tatsuno: That's impressive. What do you focus on when creating social media content?

Hiramoto: There are various techniques for social media management, like the number of hashtags or how to create cover images. But those techniques alone don't create compelling content. Fundamentally, we prioritize "what we want to create as editors." Even in our weekly review meetings, we don't just analyze numbers; we also deeply discuss the entertainment value of the content.

Tatsuno: But it seems challenging to balance what readers want to see or what gets views with what editors want to create. How do you strike that balance?

Hiramoto: At NET ViVi, our content creation fundamentally starts with the perspective: "Who would want to see this project?" We understand our readers and then propose ideas as editors. Simply copying what's trending on other social media platforms lacks growth potential and is boring, right? Plus, I think getting too caught up in trends can end up strangling us. I tell the team members, "Let's do what we want to do."

Tatsuno: We don't do things just because they're popular.

Hiramoto: To put it bluntly, ViVi is always in some kind of turmoil. There's never a calm moment. We obsessively focus on the shooting location for a single shot, pouring immense energy into its creation. We've witnessed the moment when cuteness is born after enduring such intense, stormy periods.

Things have calmed down a bit lately, but we still hold onto that spirit of obsessing over every detail of our content. For example, at the event "ViVi Super Positive EXPO" (*1), the "Super Positive Angels" characters were born. Creating characters wasn't an event KPI, but the strong desire of the person in charge – "Having characters would be cute, right?" – took shape. Now, the characters have taken on a life of their own, appearing in tie-ups and at Gachagacha no Mori.

Tatsuno: I think that intuitively finding something "cute" is really important for the younger generation these days. What other content have you felt has been particularly well-received recently?

Hiramoto: Our project "ViVism" (pronounced "bivism"), which introduces Gen Z trends and mindsets. It features models and talents addressing common concerns with a "This is weird, right?" approach. For example, content where Jessica, a member of the four-person YouTuber group "Midnight Princess," candidly discussed her body image reached 5 million views.

Tatsuno: Content that voices what everyone wants to say but can't—like discussions about menstruation or mental health struggles—really resonates with Gen Z's open-minded values, right? What was the background for creating ViVism?

Hiramoto: We have many Gen Z staff members in the editorial department, and I've seen firsthand the daily struggles they face. I wanted to help people like them, and I also wanted the world to recognize how close ViVi is to Gen Z.

Tatsuno: What other content is popular?

Hiramoto: The "ViVi National Treasure-Level Handsome Guys Ranking" (※2). Gen Z has high participation motivation; they actively engage with the surveys, and it consistently trends #1 worldwide on X. However, for the July 2025 announcement, we decided to shift the KPI from X metrics to "experience." We revealed the #1 spot on a digital billboard in Shibuya Center Street. Fans cheered at the scene, and some even cried. Witnessing that made me realize how much of a strength it is to have a project that engages such a highly enthusiastic audience.

Tatsuno: It also becomes a hot topic on social media every time, turning into a regular event to celebrate their favorite idols. How does ViVi leverage its unique strengths in the ViVi National Treasure-Level Handsome Ranking?

Hiramoto: ViVi fundamentally has a fashion perspective, so there's reader demand for "ViVi to photograph boys stylishly." However, we never forget that ViVi is a major magazine. We avoid being overly rigid to the point of creating distance; instead, we incorporate slightly relaxed styles and deliberately offbeat elements. I think this relatable, down-to-earth "cuteness" resonates with readers.

Tatsuno: The ViVi National Treasure-Level Handsome Men Ranking isn't just a trend within fan communities. Fans probably feel happy because they sense that "by being featured in ViVi, their favorite has reached the general public."

Hiramoto: Occasionally, we get messages like, "He was our special boy," but most people say "thank you." Honestly, when we first started the ViVi National Treasure-Level Handsome Ranking feature, we thought it might spark more controversy. But fans and agencies have embraced it, giving us tremendous support.

※1 ViVi Super Positive EXPO: A real-world event hosted by ViVi to empower its readers, primarily Gen Z, to "live authentically." Held in Fall 2024 and Spring 2025, with another planned for Fall 2025. Each event gathers 600 attendees, including models, influencers, and the general public. Its popularity stems from its appeal not only at the venue but also its potential for widespread social media sharing.

※2 ViVi National Treasure-Level Handsome Ranking: Conducted via survey on the official ViVi website "NET ViVi." Readers and visitors from ViVi's official SNS vote for their "favorite handsome guy." The ranking is determined by considering factors like their activity level over the past six months. This hugely popular project runs twice a year, covering the first and second halves of the year.

Confronting the Numbers Through "Thousand-Ball Drills" Leads to Hits

Tatsuno: How do you keep up with Gen Z trends, mindsets, and what resonates with them?

Hiramoto: Daily social media management is key. It's like a thousand-swing drill. The results of our posts come back to us immediately as data. Sometimes a project we thought would take off doesn't, while unexpected content garners attention. We gain so many insights through social media management, and we apply those learnings to advertising projects too.

Tatsuno: Earlier you mentioned valuing the editor's perspective. Do you also track data?

Hiramoto: In planning meetings, the editor's intuition is important, of course, but we also base discussions on numbers. Many editors aren't naturally comfortable with data, but once they get used to it, they can start thinking about content from a broader perspective.

There are countless things trending in the world, but I believe an editor's job is to think about why they're trending. Without that sense of shifting perspective, you become just like the average user. I tell both editors and the team on the ground to be mindful of that.

Tatsuno: I see.

Hiramoto: However, starting this year, we've been creating content with the theme of "establishing a format." While we've done plenty of big, explosive one-off projects in the past, I realized ViVi might not have had a signature feature.

ViVi has always been very focused on numbers, with a policy of discontinuing content that doesn't perform. But now, we're settling in to build templates. The "bivism" we discussed earlier is one such template. We've also started other projects like the "Pro Techniques Series," where hair and makeup artists share their skills, and "#nowplaying," where models share the music they're listening to. These projects sometimes lead to collaboration requests from companies we haven't worked with before.

We want projects that reach companies with no prior connection to Gen Z!

Tatsuno: From the perspective of how companies can utilize ViVi, could you share some tie-up examples?

Hiramoto: We've held the "ViVi Super Positive EXPO" twice now, with many companies setting up booths. It's an event that brings together ViVi's strengths. ViVi has spawned numerous unique phrases and expressions for young people, known as "ViVi-speak." Companies used ViVi-speak for their booth catchphrases, filmed collaboration videos, and had ViVi models perform live.

Tatsuno: Was there any company that particularly stood out?

Hiramoto: Kanebo Cosmetics. Their premium brand "LUNASOL" primarily targets an older demographic than ViVi readers, and they'd struggled to connect with younger generations before. But when they set up a booth, young people happily tried the products and truly appreciated their quality.

Tatsuno: So, a product they thought was for a different generation reached them through ViVi's influence. What other tie-up examples are there?

Hiramoto: In April 2025, we collaborated with the takeout bento chain "Hotto Motto" featuring two handsome men ranked in the "ViVi National Treasure-Level Handsome Men Ranking." We ran a giveaway for National Treasure-Level Handsome Men merchandise and distributed original videos on social media.

Tatsuno: That's a campaign that effectively leveraged the fans' passion.

Hiramoto: Recently, we've been running a YouTube program called "Our Night of Passionate Talk," where ViVi models host and invite guests to passionately discuss dramas, anime, and manga. This project is a tie-up with Amazon Prime Video. We created videos by cutting segments from the show, shared them on SNS to drive traffic to YouTube, and they've been getting very high view counts.

Tatsuno: It lets us see what the ViVi models actually watch. This project truly brings the real side of NET ViVi to life.

Hiramoto: Another example is our collaboration with the fashion brand "MOUSSY." collaboration video . The ViVi models point to each other's outfits and say "MOUSSY" in unison. This video has been viewed over 500,000 times.

I don't think you could come up with a concept like this just by racking your brain. You know how there are those projects lately where they suddenly interview people on the street? I think the editor in charge thought, "What if ViVi did this?" Since ViVi has models fluent in English, they had one of them repeatedly say "MOUSSY" with authentic pronunciation to strongly imprint the brand name. It's a project finished with that Gen Z vibe.

Tatsuno: That's definitely true—I'm curious about the native pronunciation of "MOUSSY"! It's a project with a unique perspective.

Hiramoto: Sometimes I think content creation doesn't have to be meticulously planned. This proposal is about relaxing a bit and truly considering what resonates with Gen Z.

What's being tested now is editorial skill, not just the information itself.

Tatsuno: Finally, could you share your outlook for NET ViVi's future?

Hiramoto: Simply creating content that goes viral isn't enough. I believe that unless we become a brand with deep resonance, credibility, and a strong message for young people, it will be tough for us as a media outlet. ViVi once positioned itself as a "trend information media," but we've shifted how we describe ourselves now.

Tatsuno: Why did you stop using that description?

Hiramoto: Information has become commoditized—it's no longer special. Who is disseminating or editing the information matters more than the content itself. Considering this, I believe we must strengthen our community to earn the perception that "ViVi is saying this." This is a new challenge for ViVi, which has traditionally emphasized visual appeal, buzz, and information power.

Tatsuno: So editorial judgment—how to view information—is being tested now?

Hiramoto: Yes. But editing is something publishers have always done, so intuitively, it feels like we're returning to our roots. We've been churning out fleeting content to drive numbers, but now we need to refocus on our stance and our relationship with readers and followers. That's why editorial strength becomes even more crucial, and the battle gets tougher.

Tatsuno: What's unique to ViVi when it comes to building a fanbase?

Hiramoto: Just like in human relationships, building deep community bonds requires self-disclosure. As a media outlet, ViVi is being asked what it will show us. But showing too much can also push people away. Striking that balance is difficult.

Tatsuno: Conversely, what are things you absolutely won't do?

Hiramoto: We avoid negative content or sensational fearmongering, even if it might boost numbers. It's crucial to encourage readers and foster positive feelings. We've decided not to do anything that doesn't empower them.

Tatsuno: I see. Hearing your perspective today gave me insights into Gen Z's relationship with media and hints for creating content that resonates with them. Thank you for your time today.