Japan’s Curious “Mook” Culture – When Books Are Sold With Presents
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What are Japan’s mooks? And why are they so often sold with tote bags and zipper pouches?
CONTENTS
The Mook
What is a mook (ムック)? Well, they’re somewhere between a magazine and a book, and so m(agazine) + (b)ook = mook. They often have their own shelves in Japanese book stores, and even convenience stores, and their content tends to be somewhere between a normal magazine and a book, as well. Whether they’re about fashion, hobbies, or something a little more niche, they often look like a magazine with content that’s a little more in-depth. Usually.
📍Tsutaya Bookstore at Ginza SIX
What Makes a Mook a Mook?
At first glance, a mook doesn’t usually look much different from a magazine, so what sets them apart? Well, for one, they don’t usually get released on a regular schedule, and in addition, they actually have ISBN numbers. While Japanese magazines get marked with “magazine codes” (雑誌コード) that work similarly, only mooks get an actual International Standard Book Number! So if it’s really important to see if you’ve picked up a mook or a magazine, just check the back, and see if it has an ISBN or a magazine code.
The other big difference is that mooks have become a unique way for companies to promote their brands in Japan. These special mooks aren’t just full of promotional materialーthey come with an additional “present” attached, which can be anything from a small novelty to a real product. You’ll see mooks packaged with jewelry and accessories, stationery, cosmetics, and most common: bags and backpacks. Sometimes the mook still has interesting content, but often you’ll see slim mooks with just a few pages showing off the accompanying bag or accessory, and how it pairs with different outfits. These might be sold at bookstores, but the point of this particular purchase isn’t to acquire reading material.
Take a look at a few popular mooks to get a better idea.
Image Source: HMV
From B Ming by Beams, this mook’s cover is just a model wearing the attached backpack, and the subtitle is simply “Novelty Backpack Book.”
Image Source: Takarajima
A mook attached to a cute Moomin wallet.
Image Source: BAPE
Popular streetwear brand BAPE frequently releases new mooks with simple new accessories.
Image Source: Takarajima
Fashion brand A-jolie often puts out promotional mooks that sell out quickly. In fact, the small bag that comes with this one is actually a slightly altered remake of a previous mook novelty, which was snapped up too quickly.
Obviously, part of the appeal here is the price. Regular pieces purchased from A-jolie are often close to 20,000 yen (a little under 200 USD), but this mook and its little A-jolie bag are closer to 2,000 yen (~20 USD). For those interested in fashion, but a little strapped for cash, these mooks offer a way to own a little something from a favorite brand.
Are Mook “Presents” the Real Thing?
Of course, since the accessories here are basically marketed as “free presents,” it’s easy to feel a little suspicious. Are these real branded products? Are they weird knock-offs?
Well, they’re not counterfeit, that’s for sure. But if you’re looking for the same high-quality you might find from some of the high-end fashion brands that have been known to release mooks, you’re not going to get it. When it’s a novelty item with a price tag closer to $20 than $200, the wallet won’t be real leather and the tote bag won’t be made from thick, resilient canvas. But if you really love the brand and think the item is cute, maybe that’s okay. It’s a little bit like shopping at an outlet shop that offers outlet-only products, which are somewhat lower quality but come at a lower price point to match. And you can’t beat the convenience ー these mooks are available at just about any bookstore. (Unless you’re looking for one from an especially popular brand, in which case it might already be sold out!)
The novelty products aren’t actually limited to mooks, though. Real fashion magazines and similar publications come with novelties attached sometimes, too, like makeup, nail polish, small pouches, or notebooks.
In the same area, I even noticed what appeared to be promotional mooks with health-related merchandise, like a comfortable neck brace and a back support cushion. (Wait, are we really still in a bookstore, here?)
This little novelty pouch is made to look like an eraser, but they recommend using it as a “gadget pouch.”
You might even find the perfect overnight bag in mook form!?
If you’re looking for a unique souvenir from Japan and want to share a little of the wacky joy that comes from Japan’s novelty mooks, just take a stroll through the bookstore, and head towards the magazine racks. You’ll find an impressive selection of options for your friends and family, and you might even be tempted to treat yourself!
For more info and updates from Japan, don’t forget to follow Japankuru on twitter, instagram, and facebook!
Original Author: Pin
English Edition: Sophia Appelbaum
I've lived in Tokyo for a few years now, and I love wandering Japan looking for good food, lovely new places, and the best tourist attractions throughout the country.
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HIROSHIMA
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Hiroshima Prefecture has everything, from world heritage sites to beautiful nature and delicious local cuisine, and it's either an hour and a half from Tokyo by plane, or four hours by train. Itsukushima Shrine on Miyajima Island and the Atomic Bomb Dome, two Hiroshima UNESCO sites, are famous around the world, but in Japan it's also famous for food. Seafood from the Seto Inland Sea, especially oysters, Hiroshima-style okonomiyaki, and Setouchi lemons are all popular, and the natural scenery alone is worth seeing.
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SHIKOKU
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On the other side of the Seto Inland Sea opposite Japan’s main island, Shikoku (四国) is a region made up of four prefectures: Ehime, Kagawa, Kochi, and Tokushima. The area is famous for its udon (in Kagawa), and the beautiful Dogo Onsen hot springs (in Ehime).
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KAGAWA
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Kagawa Prefecture is on the northern part of the island of Shikoku, facing Japan's main island and the Seto Inland Sea. It's known for being the smallest prefecture in Japan, by area, but at the same time Kagawa is called the "Udon Prefecture" thanks to its famous sanuki udon. Aside from Kotohiragu Shrine and Ritsurin Garden, the prefecture's small islands are popular, and Kagawa is full of unique destinations, like Angel Road. They say that if you lay eyes on Zenigata Sunae, a huge Kagawa sand painting, you'll never have money troubles ever again.
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KYUSHU
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Located in the most southwestern part of Japan, Kyushu (九州) is an island of 7 prefectures: Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, and Kagoshima. The island's unique culture has been influenced by Chinese and Dutch trade, along with missionaries coming in through Nagasaki's port. Modern-day travelers love the lush natural scenery and fresh food, plus the natural hot springs found all throughout the area (thanks to volcanic activity)!
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FUKUOKA
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Fukuoka Prefecture has the highest population on the southern island of Kyushu, with two major cities: Fukuoka and Kitakyushu. Thanks to growing transportation networks, Fukuoka is more accessible than ever, and so are the many local attractions. On top of historical spots like Dazaifu Tenmangu Shrine, travelers shouldn't miss Fukuoka's food scene, with motsu nabe (offal hotpot), mentaiko (spicy cod roe), and famous Hakata ramen―best eaten from a food stall in the Nakasu area of Hakata. Plus, it's full of all sorts of destinations for travelers, like trendy shopping centers, and the beautiful nature of Itoshima and Yanagawa.
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KAGOSHIMA
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Kagoshima Prefecture played a major role in Japan's modernization as a backdrop for famous historical figures like samurais Saigo Takamori and Okubo Toshimichi, who pushed Japan out of the Edo era and into the Meiji. Because of that, Sengan-en Garden is just one of many historical destinations, and when it comes to attractions Kagoshima has plenty: the active volcano of Sakurajima, popular hot springs Ibusuki Onsen and Kirishima Onsen, World Heritage Site Yakushima Island, even what Japan calls the "island closest to heaven," Amami Oshima. Kagoshima might be found on the very southernmost tip of the southern island of Kyushu, but there's plenty to see.
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OKINAWA
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The island chain of Okinawa (沖縄) makes up the southernmost tip of Japan, which is why it's also the most tropical area in the country. Thanks to a history of independence and totally distinct political and cultural events, Okinawa has a unique culture, and remnants of the Ryukyu Kingdom are still visible all over the islands. Food, language, traditional dress, it's all a little different! It's also said to be the birthplace of karate.
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