A video by 'ku:nel' following the "just as they are" of wonderful mature people
話を聞いた人：『クウネル』編集部・河田実紀(編集長代理・ブランドディレクター）"About the beginning of 'ku:nel' videos"
―― "'ku:nel'"When and how did the "BRUTUS" videos start?
Kawada"We really got serious about video production around October 2022. At that time, YouTube had the impression and trend of being a media for young people, but while interviewing our readers, we heard many voices saying they watch YouTube on their home TVs. Also, we felt that various companies were starting to put effort into videos. 'This is surely going to be a media with potential!' we thought, and decided to seriously move forward with YouTube production."
"'ku:nel' focuses on the 'wonderful mature generation living freely and joyfully.' So, the first full-fledged video was""We wanted to feature Junko Shimada, the fashion designer who can be called the face of 'ku:nel'. We decided to shoot a documentary showing Shimada-san just as she is, without any pretense! The image was like the old 'Jonetsu Tairiku'. (laughs)"
――"Jonetsu Tairiku"......! Indeed, I feel a similarity in the amount of subtitles and the atmosphere of the videos. For readers, it means that 'ku:nel's YouTube is regarded as a kind of TV program.
Kawada: We had staff who actually produce TV documentary programs participate. Instead of following YouTube trends, we focused on creating a program that best expresses "ku:nel's style." To help viewers concentrate on the video and want to watch it repeatedly, we paid attention to details with the help of production staff's wisdom on subtitles, BGM, narration, etc. The result was a great success with over 470,000 views. We were truly happy to gain confidence that "ku:nel's videos are good in this direction."
No retakes, straightforwardness! 'ku:nel' muses
Kawada：'ku:nel' features wonderful muses of the mature generation in every issue. One of them is Kyoko Koizumi. ('ku:nel' videos are linked with the magazine and are also shot during the magazine's still photo shoots.)
I sense that 'ku:nel' readers want to know not only the surface but also the hidden feelings and what is important to the people who appear. The parts that cannot be fully expressed in the magazine are shown in videos. For example, "I wonder what pace Koizumi-san speaks at. How does she carry her bag and enjoy fashion with what gestures?" The movements between the lines of the manuscript and between photos in the magazine can be delivered through video, so we shoot every time with that in mind.
―― Because it's a magazine that values the "just as it is" people,Readers want to see the genuine selves, after all.
Kawada: What I think is cool about Koizumi-san and others who appear in the magazine and videos is that when the editorial team asks them to check the videos before release, they almost never request corrections. This is proof that they always take responsibility for their words and actions, and I respect that straightforward attitude. Popular 【Room tour】In the series, they show "This is my everyday life as it is." That unpolished, honest part is exactly the admired seniors who walk a little ahead of those who want to live true to themselves, truly muses.
"Videos you'll want to watch again even 10 years from now," transcending generations
―― Please tell us if there is anything you want to challenge with videos as 'ku:nel' in the future!
Kawada: I dream of creating something like NHK's "100-Year Interview." The reason is,Every time I interact with the people who appear in 'ku:nel,' I feel the desire, "If I can be of help, I want to leave something for the next generation."
In the November 2025 issue, Jen Su had a dialogue with the popular writer in her 20s, Awa Ito. Even though they are from different generations, they resonate and create energy. It would be wonderful if we could create something that people of all generations say, "Watching ku:nel's videos makes me happy! It energizes me!"
―― I hope these videos, which people want to watch repeatedly at various turning points in life, will reach a wide range of generations!
While linked with the bimonthly magazine, the editorial team is actually continuing various challenges with surprisingly light and lively videos. Please enjoy videos filled with the "just as they are" of the mature generation living wonderfully!
