46-Year-Old Knitting Magazine 'I Am Olive' Goes Viral on Instagram, Prompting Nationwide Retail Expansion

The knitting magazine 'I Am Olive,' published by Hamanaka Co., Ltd. (Headquarters: Ukyo-ku, Kyoto; CEO: Tomoko Hamanaka), which manufactures and sells craft supplies and yarn, has reached its 555th issue (June 2026) since its debut in April 1980.

While a historic magazine long cherished for its subscription model, it has recently become a smash hit among young generations and 'comeback' knitters returning to the craft after decades, driven by the Instagram-led knitting revival. Social media users, dubbed 'Olive refugees,' have been scrambling to find copies in stores, complaining that while the patterns are cute, they are hard to find. In response, Hamanaka has decided to urgently strengthen and expand retail presence and special corners at craft stores nationwide.

'I Am Olive' is a monthly subscription magazine that maintains an accessible price of 352 yen (tax included) while featuring about 20 trendy knitting recipes monthly.

The recent resurgence is rooted in the fusion of 'visual diffusion via Instagram' and 'active promotion by featured designers.' Popular designers contribute their works and share behind-the-scenes details on their Instagram accounts. This resonates directly with trend-conscious knitters in their 20s to 40s, shifting their perception of knitting magazines from 'something for grandma' to 'trendy and cute.' Works like the 'Peplum Short Vest' from the April 2026 issue spread instantly on social media, becoming a major trend.

The key reason for the high expectations from entry-level knitters and Gen Z is the video strategy linked with Hamanaka's official YouTube channel (amuusejp). Beyond operating the free information site 'Amuuse,' Hamanaka has focused on video support for years. With over 64,300 subscribers and cumulative views exceeding 24 million (as of May 2026), many users are accustomed to 'knitting while watching Hamanaka videos.'

The new service, 'Olive Online,' further deepens this foundation. It is a 'practice-focused' tool designed to ensure young knitters can finish trendy projects without giving up.

In 'Olive Online,' Hamanaka selects two patterns each month and delivers detailed 'step-by-step videos' exclusively accessible to magazine purchasers via QR codes. This guides users from mastering the basics—using Hamanaka's existing library of over 24 million views—to creating actual trendy pieces.

Designed to make users feel, 'I can knit it because there's a video.' To eliminate anxieties among young people about being unable to finish complex items, Hamanaka mobilizes its vast video expertise to provide thorough support, aiming to offer the 'joy and sense of accomplishment of finishing a project.'