• by Melynda Fuller , October 29, 2018

Marking its 26^th international edition of Vogue, Condé Nast International will launch a Vogue Hong Kong edition in 2019 under a licensing agreement with Rubicon Media. 

The news was first reported by the South China Morning Post. 

The title, which will be helmed by publisher Desiree Au, will feature a print edition published in traditional Chinese and a bilingual website published in Chinese and English. An editor in chief for the title has not yet been announced.

The new edition further solidifies Vogue’s presence in Southeast Asia, where it also publishes Vogue Thailand and Vogue China, focused on mainland culture.

The launch of Vogue Hong Kong places it among other local editions of top fashion magazines including Elle and Harper’s Bazaar, both of which show modest circulation numbers in Hong Kong, according to WWD.

WWD also notes that luxury spending in Hong Kong is driven by mainland Chinese tourists; the title could be limited by the island’s small concentration of 7.4 million people. However, Vogue China’s circulation sits at 1.6 million readers, more than American Vogue, which counts 1.2 million. 

Spokespeople for Conde Nast's expansion, say they are not concerned about the possibilities of high competition and limited advertising dollars.

In the South China Morning Post story, Markus Grindel, managing director, brand licensing, Condé Nast International in London, stated: “We always look at how the luxury market is doing, how the advertising market is doing, and if we can partner up with a partner that we’re comfortable can produce a high-quality product. When all these things come together, which they did in Hong Kong, then we decide to launch.”

Readers of Vogue Hong Kong are distinct from their mainland counterparts, both culturally and linguistically. As Grindel noted, each international Vogue edition is highly localized, usually including up to 90% of content specific to its region and audience.

In recent years, Condé Nast International launched licensed editions in emerging markets, including Vogue Arabia in 2016.  Vogue Poland and Vogue Czech Republic and Slovakia, both earlier this year.