Touch reaches out to BAPE fans

Hong Kong - SingTao-owned Chinese-language lifestyle magazine East Touch has aligned with Japanese fashion brand A Bathing Ape for its 700th issue to target BAPE's loyal fan base.

BAPE, a brand endorsed by US celebrities Pharrell and Kanye West, celebrated its 15th anniversary in Hong Kong last week, attracting hundreds of fans to its flagship store. 

Many of them lined up for hours to purchase the Bathing Ape books autographed by the original artist Nigo. BAPE has been framed in Touch's front cover to promote both brands.

Touch's 700th issue asks readers to vote for their favorite brands from different categories with the results to be announced tonight at Touch's private party.

Vivian Law, marketing executive for Sing Tao magazines, said BAPE matches Touch's target audience and shares similar style and business objectives.

"Both brands are ‘glamorous.' Sponsoring BAPE will urbanize the magazine brand and increase Touch's readership," Law said.