Weaving further stories from food and travel, the video of 'Hanako'
話を聞いた人：『ハナコ』編集部・藤田佳奈美Video Strategy to Broaden the "Entry Point" with Readers
―― The YouTube videos of 『Hanako』 are linked with web series and magazine features. What is the aim of turning them into videos?
Fujita: We started full-scale video production in May 2025. By turning Hanako Web’s original series like "Today, Drinking Alone in That Town" and "Riding in the Car to Places Where Handicrafts Are Born" into videos, we can express the atmosphere of the shops and the town. For the video linked to the Okinawa feature in the magazine, we had the two members of Garage Sale who appeared in the magazine introduce famous shops from a local’s perspective. The big appeal of videos is that they can supplement information not in the magazine and the duo’s interactions visually.
―― Videos can become an entry point, leading people back to the magazine and web.
Fujita: Yes. Regardless of the entry point, we are conscious of ultimately guiding people to the “world of 『Hanako』.”
Small Videos Reflecting Everyday Life
―― On the other hand, there are also everyday-themed projects.
Fujita: The “Today’s Snack in the Editorial Department” videos are one example. When the “Yokohama Feature” was released in the magazine, we gathered famous Yokohama sweets and introduced them daily. These are simple videos shot on smartphones, but we planned them with the desire to meet the expectation that “Hanako means sweets” and to have people see the magazine through Hanako’s videos. We prepared a simple template so it could be continued daily without difficulty and asked part-time staff to produce them, and they added further creativity. Through this project, I feel the team’s morale has risen.
―― It gives a sense of closeness different from large-scale features.
Fujita: Exactly. Because these videos are an extension of everyday life, I think people can feel a closer distance.
Balance Between Data and Sensibility
―― How do you decide the direction of production?
Fujita: We analyze data from weekly web articles, sharing with the team the themes that are read and thumbnails with high click rates. Because the readership differs by platform such as YouTube, web, and magazine, we improve while observing trends. However, it is most important not to rely solely on numbers but to protect the “worldview unique to 『Hanako』.”
―― You prioritize trust in the overall brand rather than short-term results.
Fujita: Yes. First, I think it is important to show that “Hanako can deliver videos of this quality.” While the magazine, web, SNS, and videos each serve as entry points, we want to cultivate consistency so people feel “This is Hanako.”
Videos that deepen the magazine through visuals, snack videos capturing everyday moments, and a production approach that balances data and sensibility. Hanako’s YouTube is still in the “challenge phase,” but at its core flows the unchanging desire that Hanako has cherished: “enriching life through food and travel.” We look forward to what stories will become videos next.
