OK magazine is hoping the rest of the world’s fascination with celebrity news won’t get lost in translation…into Japanese, that is. OK is embarking on its first Web-only launch of an international edition with Okjapan.jp, which goes live at a yet-to-be-determined date sometime this fall. A teaser site featuring a stream of celeb and designer photos — including shots of Angelina Jolie, Kate Moss, John Galliano and Karl Lagerfeld — is already up and running. The site will be a mix of translated articles from the other 21 editions of OK, plus some new content targeting Japanese readers. Like the other versions of OK, the Japan site will complement its celebrity coverage with features on fashion, beauty, food and travel. Japanese advertising firm 1st Avenue Inc., a part of Japan’s TYO Group, struck a licensing deal with OK’s owner, Northern & Shell Publications, for the project, which extends beyond the site itself — although not to a printed version of the magazine. Instead, 1st Avenue plans to open an OK-branded cafe and organize a beauty-cum-celebrity contest to tap a new spokesmodel for the online mag. On the more serious side, OK Japan will donate a portion of its revenue to its own foundation fighting world hunger.

This story first appeared in the July 9, 2008 issue of WWD. Subscribe Today.

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