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Among the hundreds of recent articles about the impending end of the Heisei Era was one Asahi Shimbun opinion piece by Yukiya Chikashige, who has covered the Imperial family for the past 30 years. He wrote that women’s weekly magazines invented the modern image of the Emperor and Empress starting in 1958, when the publication he works for, Josei Jishin, was launched during the “Michiko boom.”

It would be a year before Michiko Shoda became the first commoner to marry a future emperor and, initially, says Chikashige, Josei Jishin didn’t devote many column inches to her. However, sales of the fledgling magazine were poor, so the editors decided to devote substantial resources to the Empress. Circulation subsequently increased and other women’s weeklies followed suit.

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