Three months after the launch of China’s first virtual magazine, MO Magazine – a collaboration between Huasheng Media and Alimama, Alibaba’s online technology platform – last week Tmall Global unveiled the new online magazine 探物Friday.
For each weekly edition, Friday enlists a new guest editor to curate a list of aspirational products in How to Spend It fashion. For its inaugural issue on May 27, entitled “Scent For Life,” Friday jumped on the niche fragrance trend that continues to sweep China. In the issue, editors “sugarandspice” highlighted eight handpicked home scents, among them Diptyque’s Figuier and Acqua di Parma.
While digital magazines in the vein of Friday are nothing new in China, what stands out is its built-in shoppability, with articles including links to purchase the items chosen by guest editors. According to the publication, upcoming issues will focus on categories such as niche tableware, home storage, wine and whiskey, and other lifestyle categories aimed at an urban audience.