Nakayoshi
Nakayoshi (なかよし, lit. "Good Friends") is a monthly Japanese shōjo manga magazine published by Kodansha, primarily targeting young girls with stories focused on friendship, romance, and fantasy elements.[1] Launched in December 1954, it stands as one of Japan's longest-running manga magazines, maintaining continuous monthly publication for over 70 years and reaching its 70th anniversary in 2025.[2][1] The magazine has played a pivotal role in the shōjo genre, serializing influential series that have shaped modern manga and anime, including Naoko Takeuchi's Sailor Moon (1991–1997), which became a global phenomenon blending school life with magical girl battles.[3] Other landmark titles include CLAMP's Cardcaptor Sakura (1996–2000), featuring a young girl's quest to capture magical cards, and Magic Knight Rayearth (1993–1995), an isekai adventure with mecha elements.[1][4] In recent years, it has adapted popular franchises like Pretty Cure and introduced new original works such as Magic Trainee Lili Raspberry.[1] Beyond manga serialization, Nakayoshi often includes supplementary content like short stories, reader submissions, and special anniversary editions, fostering a sense of community among its readership.[1] Its enduring success reflects Kodansha's commitment to the shōjo demographic, with issues typically released around the third of each month and available in both print and digital formats.[2][1]Overview
Publication details
Nakayoshi was launched in December 1954 by Kodansha, a major publishing company based in Tokyo, Japan.[2] The magazine operates on a monthly schedule, with each new issue typically released around the 3rd of the month preceding the cover date—for instance, the May 2025 issue was released on April 3, 2025. Release dates can vary, such as the December 2025 issue which became available on October 31, 2025.[5] Originally published in B5 format as a black-and-white periodical featuring occasional color inserts, Nakayoshi has undergone format changes over its history; contemporary issues adhere to a B5 size of approximately 257 × 180 mm and span 400–500 pages, incorporating full-color sections at the beginning alongside furoku appendices such as posters, trading cards, and promotional items.[6] As of 2025, the cover price stands at ¥660 (tax included).[7] Kodansha supports the magazine's digital footprint through its official portal at nakayosi.kodansha.co.jp, offering issue previews, serialization updates, and links to electronic archives via platforms like Comic Days for subscriptions and back issues.[1][8]Target audience
Nakayoshi primarily targets girls aged 10 to 14, encompassing upper elementary and junior high school students, with content emphasizing themes of friendship, romance, fantasy, and personal growth to resonate with this demographic's experiences.[9][10] The magazine's shōjo manga features cute, expressive art styles that highlight emotional expression and character development, often incorporating magical girl tropes where protagonists discover inner strength through supernatural adventures, alongside moral lessons on empathy and resilience.[11] Non-manga elements enhance engagement, including reader-submitted illustrations, personality quizzes, and advice columns on topics like friendships and self-care, fostering a sense of community among young readers.[9] Over its history, the thematic focus of Nakayoshi has evolved from adventure-oriented coming-of-age stories in its early decades, such as tales of historical exploration and personal challenges, to a greater emphasis on romance and supernatural elements in later years, reflecting shifts in young readers' interests toward fantastical empowerment narratives.[11] This progression is evident in serialized works that blend everyday school life with magical transformations, appealing to the audience's aspirations for excitement and emotional depth.[12] Reader interaction is a core aspect, with annual contests inviting submissions from aspiring mangaka, providing opportunities for young talents to have their work published and gain professional feedback from Kodansha editors.[13] Additionally, fan-voted rankings determine series popularity and influence serialization decisions, encouraging ongoing participation through postcards and online polls that shape the magazine's content direction.[14]History
Founding and early years (1954–1979)
Kodansha launched Nakayoshi in December 1954 as a monthly shōjo magazine aimed at young girls around 9–12 years old, positioning it as a younger companion to the established Shōjo Club. Emerging in the post-World War II period, the publication sought to fill a niche in the recovering Japanese media landscape by offering content suited to the evolving interests of girls, initially focusing on illustrated stories, articles, and light manga rather than intensive serializations. This approach reflected the broader revival of girls' culture amid economic reconstruction and the democratization of publishing.[15][16] The magazine's early years were challenged by lingering post-war paper shortages, which disrupted supply chains and delayed the establishment of a reliable full monthly schedule until 1956. Despite these hurdles, Nakayoshi quickly incorporated manga elements, debuting serializations that advanced shōjo storytelling. A key early contribution came from Osamu Tezuka, whose 1958 sequel to Princess Knight—serialized in the magazine—emphasized adventure, fantasy, and gender exploration, building on his foundational influence in the genre and helping to attract young readers through dynamic narratives inspired by the Takarazuka Revue.[15][17] During the 1960s, Nakayoshi introduced color pages, which added vibrancy to its layouts and boosted visual engagement, marking a milestone in production quality. Circulation expanded notably over the decade, rising from initial print runs in the tens of thousands to approximately 1.8 million copies by the late 1970s, driven by competitive pressures from Shueisha's rival Ribon, launched in 1955, which encouraged format innovations and diverse content.[18] The period also saw Kodansha initiate the annual Kodansha Manga Award in 1957, providing recognition and opportunities for emerging young artists in shōjo and other categories, thereby nurturing talent that would define the magazine's future.[19][20]Expansion and peak (1980–1999)
During the 1980s, Nakayoshi expanded its market presence through the introduction of tie-in merchandise bundled as furoku with each issue, including items like stickers, posters, small bags, and pop-out figures designed to appeal to young female readers and encourage repeat purchases.[6] These promotional gifts, a staple of shōjo magazines, complemented the growing trend of anime adaptations for serialized titles, which broadened the magazine's reach beyond print to multimedia entertainment.[21] This synergy helped Nakayoshi capitalize on the magical girl boom, fostering fan engagement through cross-promotions that linked manga storylines with animated episodes and related goods. The magazine reached its commercial peak in the mid-1990s, driven by the serialization of high-profile titles like Bishōjo Senshi Sailor Moon (1991–1997), which significantly boosted circulation to nearly 2 million copies per month by 1995. Under editor-in-chief Yoshio Irie, who led from the 1980s into the 1990s, Nakayoshi shifted editorial emphasis toward serialized multi-volume fantasy and comedy narratives, moving away from pure romance to accommodate longer, more immersive stories that supported anime tie-ins and merchandise lines.[11] This period also saw initial discussions on international licensing, particularly for flagship series like Sailor Moon, which facilitated overseas adaptations and editions starting in the early 1990s, marking Nakayoshi's first steps toward global expansion.[11] In 1994, to commemorate its 40th anniversary, Nakayoshi released special issues featuring commemorative furoku such as calendars, notebooks, and posters illustrated with popular characters, serving as precursors to larger milestone celebrations like the magazine's 70th anniversary.[22] However, by the late 1990s, the magazine faced mounting challenges from the proliferation of TV anime broadcasts, which shifted audience attention toward televised content and reduced emphasis on print serializations, contributing to early signs of stagnation amid competition from rival shōjo titles.[11]Modern era (2000–present)
In the 2000s and 2010s, Nakayoshi faced increasing competition from digital media and shifting reader preferences, contributing to a significant decline in print circulation from peaks in the 1990s. To adapt, the magazine emphasized revivals of popular evergreen series to leverage established fanbases and sustain interest among younger audiences. A key adaptation was the shift toward digital formats, with Kodansha launching electronic distribution of Nakayoshi beginning with the July 2015 issue, available through platforms like their digital bookstore.[23] This move allowed simultaneous release of print and e-magazine editions, expanding access via apps and online services such as Comic Days for episode previews and back issues.[1] The COVID-19 pandemic in 2020–2021 exacerbated operational challenges, including production delays for print issues due to supply chain disruptions and distribution restrictions in Japan. In response, Nakayoshi accelerated digital offerings to maintain serialization continuity. Marking its 70th anniversary in 2024–2025, Nakayoshi released special commemorative content, including a 32-card collectible set in the January 2025 issue featuring illustrations from current serializations and legendary past works like Sailor Moon.[24] The December 2025 issue further celebrated with a pocket holder appendix highlighting 10 iconic series, underscoring the magazine's enduring legacy.[1] As of 2025, Nakayoshi continues to prioritize franchise extensions and revivals, exemplified by the sequel Shugo Chara! Jewel Joker by Peach-Pit, which began serialization in the September 2024 issue and saw its first tankōbon volume released on February 13, 2025.[25] This approach, combined with new titles like Mahō Renshūsei Lili Raspberry and Ame to Oshare na Kōryū debuting in the December 2025 issue, reflects an ongoing strategy to blend nostalgia with fresh content.[1]Serializations
Current series
As of November 2025, Nakayoshi features several ongoing manga serializations, primarily in the magical girl, romance, and slice-of-life genres targeted at its young female readership. Among the active titles is Shugo Chara! Jewel Joker by Peach-Pit (started 2024), a sequel that revisits the guardian characters and transformation themes of the original Shugo Chara! series, focusing on new jewel-based powers and character growth. Another entry is Kimi to Idol PreCure♪ (2025–present), an idol-themed magical girl story, where protagonists balance school, friendships, and battles against darkness through music and performance. Additionally, Tsukimono Bukken Arimasu Bangai-hen side stories (ongoing since 2025) extends the supernatural haunted property narrative with episodic tales of ghostly encounters and resolutions. Prominent ongoing series also include Mahou Renshuusei Riri Raspberry by Toyama Ema, a magical trainee story, and Ame to Oshaberi na Koushinryou by Tendou Gumi (started December 2025), featuring a sprinkle that changes the world. These series reflect Nakayoshi's emphasis on empowering, aspirational narratives for preteens.[26][25] On the other hand, Pon no Michi (2023–2024), a slice-of-life story centered on a young girl's journey into the world of mahjong, concluded in March 2024. Similarly, First Love With Me Again (Ore to Mou Ichido, Hatsukoi) by Narumi Hasegaki concluded in June 2025 after a run exploring memory loss, romance, and multiple suitors in a reverse harem setup, wrapping up its fifth volume with a dramatic resolution.[27] New series in Nakayoshi are typically introduced through short trial runs or one-shots, with continuation decisions based on reader polls submitted via postcards or online forms, which gauge popularity and demand; successful titles often achieve an average run length of 1–3 years before concluding or transitioning to collected volumes.[26] In 2025, the magazine celebrated its 70th anniversary with special tie-ins, including anniversary-themed chapters in ongoing series, reprinted classics like CLAMP's works, and exclusive merchandise such as pocket folders and card sets in select issues, highlighting the publication's enduring legacy in shōjo manga.[5]Notable past series
Nakayoshi has serialized numerous influential shōjo manga that have shaped the genre, particularly in fantasy, romance, and magical girl narratives. Among its early icons from the 1950s to 1970s, Osamu Tezuka's Princess Knight, remade and serialized from January 1963 to October 1966, featured a gender-bending princess protagonist in a fantasy adventure, pioneering strong female leads in shōjo manga and influencing themes of identity and heroism.[28] Similarly, Candy Candy by Kyoko Mizuki and Yumiko Igarashi, a romance drama following an orphan girl's emotional journey through love and loss, ran from April 1975 to March 1979 and won the inaugural Kodansha Manga Award for shōjo in 1977, establishing heartfelt storytelling as a staple of the magazine's output.[29] The series amassed 13 million copies in tankōbon sales, underscoring its lasting appeal in building emotional depth within shōjo romance.[30] During the peak era of the 1980s to 1990s, Nakayoshi published transformative magical girl franchises that defined the genre's global reach. Naoko Takeuchi's Pretty Guardian Sailor Moon, serialized from December 1991 to February 1997, depicted schoolgirl Usagi Tsukino transforming into a sailor-suited warrior to battle evil, revolutionizing the magical girl archetype with themes of friendship, love, and empowerment.[31] It exceeded 35 million copies in sales, cementing Nakayoshi's role in establishing the magical girl genre as a cultural phenomenon.[32] Likewise, CLAMP's Cardcaptor Sakura, running from June 1996 to August 2000, followed young Sakura Kinomoto collecting magical cards in a whimsical fantasy adventure, blending cute aesthetics with adventure to influence modern shōjo fantasy.[1] The series sold over 28 million copies, highlighting its impact on genre evolution through innovative card-based magic systems.[30] In the 2000s to 2010s, standout concluded series continued Nakayoshi's legacy of transformation and self-discovery themes. Peach-Pit's Shugo Chara!, serialized from February 2006 to January 2010, centered on Amu Hinamori unlocking her "would-be self" through guardian characters in an idol-like transformation story, earning the 32nd Kodansha Manga Award in the shōjo category.[33] It achieved 5.5 million copies in circulation, contributing to the magazine's emphasis on personal growth narratives.[30] For the Pretty Cure franchise, early manga adaptations like Futari wa Pretty Cure by Futago Kamikita, covering the 2004 anime arc and concluding in 2005, introduced team-based magical girl battles against darkness, with key arcs ending while inspiring ongoing sequels; these helped solidify action-oriented magical girl dynamics in shōjo.[34] These selections highlight series selected for their cultural legacy, including those surpassing 10 million in tankōbon sales like Candy Candy, Sailor Moon, and Cardcaptor Sakura, which not only boosted Nakayoshi's circulation but also established foundational elements of the magical girl and shōjo genres, such as empowerment through transformation and relational bonds.[35]Circulation and impact
Historical circulation figures
Nakayoshi's circulation started modestly following its launch in December 1954, with initial sales reaching approximately 220,000 copies by 1955 and growing steadily to 500,000 by 1970 as the magazine established itself in the shōjo market. By the late 1970s, it had surged to over 1.6 million copies in 1978, reflecting the rising popularity of serialized manga for young girls. The 1990s marked the magazine's peak era, with average circulation hovering around 1.8 million copies annually. Its all-time high of 2.1 million copies was recorded in 1993, particularly boosted by blockbuster serializations that captured widespread attention among readers.[36][37]| Year/Period | Circulation (copies) | Notes/Source |
|---|---|---|
| 1955 | 220,000 | Initial post-launch figure; Weblio Dictionary data. |
| 1970 | 500,000 | Growth milestone; derived from historical trends in Oricon reports. |
| 1978 | 1,600,000 | Late 1970s surge; Weblio and NamuWiki. |
| 1990s (average) | 1,800,000 | Decade average; Audit Bureau of Circulations (JMPA) historical data. |
| 1993 | 2,100,000 | Peak issue; cited in Nakayoshi ArtBook and RealSound analysis.[36] |