The word was apparently first used in 1971 at a Fédération Internationale de la Presse Périodique (FIPP) conference.
The format is particularly popular in Japan. Designers (mostly fashion designers) successfully use the format to promote their brands. The Wall Street Journal has reported on the phenomenon calling the ”brand mook” a Japanese publishing hotspot.
The format and the word were embraced in Japan, which is often mistakenly credited with coining the term. The continued success and use of the format in Japan has insured the word’s survival and continuation of the format.
Many English language dictionaries do not list the word under this definition and often only include a definition of the slang expression spelt the same way meaning: “a foolish, insignificant, or contemptible person”.
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