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■ About the Publication
Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

■ About the Issue
Magazine B, founded in Seoul, South Korea, in 2011 by Suyong Joh, is a documentary magazine featuring well-balanced brands that are selected based on four criteria: philosophy, price, aesthetic, and practicality. In an era when most magazines push breaking news and hot trends, B offers something fresh: a regularly published series in book form that examines brands as subjects with unique narratives and structures. Running ad-free from issue 1 to 100, the magazine has been praised for upholding the pursuit of objectivity and maintaining its independent perspective. Seen in the global creative scene as a brand guide and valuable collectible, B is expanding its experiential touchpoints with podcasts, video content, and physical stores, gearing up for its next chapter as a media brand that presents a full spectrum of brand content.

■ 7 Key Takeaways from Issue no.100
o The 100th subject is not another "brand", but B itself
After documenting 99 brands, Magazine B turns its lens inward for the first time in its 100th issue. This issue begins by retracing the journey behind the question, "What makes a good brand?"-and how that exploration ultimately shaped B into a brand of its own.

o An issue that asks "how" and "why," rather than just "what"
Rather than listing outcomes, this issue foregrounds more fundamental questions: ways of observing, methods of editing, and the reasons for continuing to publish. Here, the very process of making a magazine becomes the content itself. The texture and rhythm of the field-captured through photography and documentation-along with the editorial framework that shapes them into narrative, are revealed in detail.

o Publisher Suyong Joh's perspective on "living" a brand
This issue presents the idea that a brand is not defined by logos or marketing terms, but is instead a language of life shaped through people's choices and the passage of time. Through an interview with the publisher, we explore the foundational perspective from which B approaches and interprets brands.

o Rediscovering the cover as a language of editing
The cover is not simply a summary of an issue, but the first device that draws readers into its world. What is revealed and what is left unsaid, which fragment is chosen and how it is presented-this section follows the process through which B constructs its own face.

o Expanding the frame to foreground the people and ecosystem behind the magazine
Through the MAG Manifesto-a set of principles shared by independent magazines across both print and digital-B situates itself within a broader context. By directly engaging with nine independent publications, including Apartamento, Brutus, Broadsheet, Style Not Com, A24 Books, and L'?tiquette Magazine, this issue explores what standards guide their work and why they have remained committed to their approach. Together, they demonstrate how a consistent perspective and responsible documentation continue to affirm the relevance of magazines today.

o Reunited with brands, including Freitag, the subject of the very first issue
This issue reconnects with the founders and management of Freitag, the recycled bag brand featured in B's inaugural issue, tracing the trajectory through which the brand has built its balance over time. It also revisits twelve individuals previously featured across 99 issues-those who have worked with brands such as A?sop, WeWork, MR PORTER, and Arc'teryx-to understand the criteria behind the choices they made at key turning points in their careers. Following these decisions offers a lens into how individual careers and the futures of brands evolve in tandem.

  작가 소개

지은이 : B Media Company
비미디어컴퍼니(B Media Company)는 브랜드와 브랜드를 둘러싼 비즈니스, 라이프스타일에 대한 균형적 관점을 통해 여러 매체를 망라한 콘텐츠를 제작하는 미디어 기업입니다. 브랜드 다큐멘터리 매거진 <B>, 푸드 다큐멘터리 매거진 <F> 등의 정기 간행물을 중심으로 ‘잡스(JOBS)’, ‘더 시리즈(THE SERIES)’와 같은 단행본을 소개하며, 뉴스레터 ‘스프레드바이비 (Spread by B)’, 팟캐스트와 유튜브 채널 ‘B캐스트(B CAST)’ 등의 디지털 콘텐츠로도 그 영역을 확장해왔습니다. 더불어 10여 년간 쌓아온 여러 글로벌 브랜드와의 파트너십을 기반으로 온·오프라인을 아우르는 독자적 비즈니스 모델을 구축해가고 있습니다.(magazine-b.com)

  목차

02 INTRO

08 EDITOR'S LETTER

12 BRAND NATIVE
People who embrace brands based on their values, tastes, and cultural contexts

18 COVER STORY
The untold stories behind the cover photo

28 INTERVIEW: SUYONG JOH
Publisher Suyong Joh on the business potential and momentum of B

34 B'S PERSPECTIVE
B's perspective and approach to brands

50 B SIDE CHAT
How the people behind B approach their work and lives

64 INNER SPACE
The editorial approach that brings the documentary format to the page

74 ALONGSIDE US
Partners who work with us as colleagues and cocreators

86 THE EPHEMERA
Production records and fragments of memory our editors have left on objects

98 OPINION: JEREMY LESLIE
Jeremy Leslie, founder of magCulture, a bookstore and community space, discusses the relevance of print magazines

105 MAG MANIFESTO
Nine media outlets that have built unique worlds through consistency

125 COMMON GROUND
Commercial spaces around the world connecting B with its readers

136 WAYS OF READING
Readers who actively interpret the content of B

144 BRAND STORY
The growth story of B, the magazine that brought documentary to print

150 INTERVIEW: MYUNGSOO KIM
Myungsoo Kim, CEO of B Media Company, discusses the value of enduring beauty

154 FOOTPRINTS BEHIND 100
The B Media Company blueprint revealed through its 15-year archive

164 OPINION: MARKUS FREITAG, JANINE WEIZ-B?HLER
Markus Freitag, cofounder of Freitag, and Janine Weiz-B?hler, who leads the brand today, discuss balance and circulation in branding

170 PATHFINDERS
Twelve pioneers who have charted their own career paths, reunited after 99 issues

184 MY 100
The 100th brand chosen by our editorial team and Seoul's creators

195 OUTRO

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