Dazed China Returns with Audrey Hu at the Helm, Targeting Gen Z
Dazed China is set to relaunch in June under a partnership between Dazed Media and Meta Media Group, marking a renewed effort to capture the attention of China’s influential Gen Z demographic. The quarterly magazine will focus on emerging talent across fashion, art, film, music, and digital culture.
New Leadership and Editorial Direction
Former Vogue China fashion director Audrey Hu will serve as the editor-in-chief of the relaunched Dazed China. According to Thomas Shao, founder and chairman of Meta Media Group, “China’s Gen Z is one of the most creatively fluent generations in the world. They’re visually literate, digitally native and culturally confident. Dazed China speaks directly to that energy.”
Previous Iteration and Challenges
Dazed China initially launched in 2019 through a licensing agreement with Yoho Group but ceased publication in 2021. This closure was attributed to financial difficulties at Yoho Group, which were further compounded by the COVID-19 pandemic. Dazed Media clarified that it was not operationally responsible for Yoho Group’s financial management and did not strategically withdraw from the Chinese market.
Strategic Partnership and Expansion
The relaunch is facilitated by a strengthened partnership between Dazed Media and Meta Media Group, which began in 2017 with the formation of a joint venture, Modern Dazed. This venture involved acquiring a majority stake in Nowness, a video channel founded by Dazed Media CEO Jefferson Hack, granting Meta Media Group the rights to operate and produce local content for Nowness China. Meta Media Group as well publishes the Chinese edition of Bloomberg Businessweek.
Part of a Growing International Network
Dazed China joins Dazed Media’s portfolio of international titles, including Another Man China, Another Magazine China, Dazed Korea, and Dazed MENA. This expansion underscores Dazed Media’s commitment to global reach and localized content creation.
About Meta Media Group
Meta Media Holdings Limited is described as a new and innovative international composite media group, emphasizing internationalization, style, refined taste, and social responsibility.