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Magazines
Geeks, Google, and mainland milkPosted by Joel Martinsen, December 10, 2007 6:15 PM
Quick—when you hear the words "Chinese geek," who's the first person that comes to mind? It's Louis Koo, right? That's what the premiere issue of milk magazine would have you believe. milk (新潮流) was founded in Hong Kong in 2001 as a trendy pop-culture/fashion/lifestyle biweekly. In a column written shortly after the magazine's first anniversary, media commentator and magazine enthusiast Rocky Leung described what made the Hong Kong version of milk special:
Can it work on the mainland? The initial reaction seems to be disappointment, at least from the people who had been eagerly anticipating the magazine's arrival. Members of the milk group on Douban, a social networking service oriented toward students and young white-collars, seem to agree that the mainland edition is a far cry from the HK original. To punch up the cool-brand factor, the first issue of milk comes with a 100-page supplement devoted entirely to Google: the company's employees, its culture, its web applications, its quirky logos, and all kinds of Google enthusiasts, most of them trendy young people, who explain why they ♥ Google. Back to the Black Geek: Louis Koo's a major HK movie star, but he also keeps a frequently-updated blog and is a fan of Star Wars and anime. Here's a post he made in October after doing the cover shoot, as translated by his online fan-club:
In the feature, Koo dresses up as a sort of hipster Darth Vader and answers questions about Star Wars. There's also a list of "essentials for a black geek":
Koo contributes a Pepsi-sponsored column, "LOUIStyle," which in this issue is devoted to Piet Hein Eek. The mainland edition of milk, which is published through an agreement with Titan Sports, shares publication license CN43-1414/G8 with Allsports (全体育) and Yoga Journal (瑜伽). UPDATE: Variety's Kaiju Shakedown blog has more on Louis Koo's geekitude. Links and Sources
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