ViVi is a Japanese fashion magazine published by Kodansha. ViVi is one of Asia's top fashion magazines, and is published in Japan, China, Taiwan, and Hong Kong. The target age group are teens and young women between 17-27 years old, the main demographic of readers are college students and young office ladies.
The magazines 'cover queen' is Ayumi Hamasaki, who has been featured on the cover 24 times since 1999, and also runs her famous Deji Deji Diary in each issue. Other artists frequently featured on the cover include: Namie Amuro, and Kumi Koda