Sold in major bookstores around Japan, Hawaii Style magazine dives deep into the "lifestyle of locals" that most guidebooks don't touch upon through detailed features on shopping, restaurants, hotels, and activities as well as Hawaiian art and culture.
Produced by Ei Publishing, Hawaii Style has a circulation of 150,000. Its readership consists of a majority of women with a strong interest in Hawaii, ranging from 30s to 60s in age. As Hawaii Style provides an inside look at daily life in paradise, sub-targets include current and prospective retirees, who are seeking long vacations in Hawaii or immigration to the islands as part of their retirement plans.