shohei yano, nhk world, seoul. >>> shopping in japan can be hard for women that wear larger sizes but people in the fashion business see that as an opportunity. >> reporter: this is a photoshoot with models dressed in chic fashions but there's a difference. the models are not rail thin. this model may not have the type of body usually featured in fashion magazines. until recently, japanese fashion magazines featured only slender women. this magazine dared to be different by featuring models with more curves. the magazine gives them fashion tips. some models weigh over 100 kilograms and the magazine publishes the height, weight and bust/hip ratio of each model. the first issue came out in march and it sold 100,000 copies. that was twice as many as the publisher's expected. this is the founder and editor. she's surprised but its success. >> translator: there were many consumers who could not enjoy fashion because they had bigger builds so when we came out with this magazine, it was a hit with them. >> reporter: that inspired people at a major talent agency and one of japan's top fashion