Men's Uno, which launched with a print run of 30,000 copies, including 5,000 split between China and Taiwan, was initially only available from the newsstands. However, the title has since launched a subscription drive to grow its readership.
According to Hong Kong Men's Uno International Publishing managing director Mabel Leung, the magazine is designed to appeal to men who are in the upper echelons of society and who travel frequently.
"We try to give our readers information on the local characteristics of different cities in the region. They will be given information on hotels, restaurants, even the fashion of specific markets and how people interact with each other."
As such, Men's Uno carries destination and lifestyle reports on Taipei, Shanghai, Beijing, Tokyo, Singapore and Bangkok.
It will also run regular sections on fitness and health, interior design, relationships, technology and fashion, including the latest trends from New York, Milan and Paris.
The magazine is a joint-venture between Hong Kong Men's Uno International and Chic Publishing, which has been publishing Men's Uno in Taiwan since 1997.
However, Leung said that there was no conflict between the two editions, because the Hong Kong version was more lifestyle-oriented while the Taiwan publication had a stronger fashion focus.
She claimed that the decision to launch in Hong Kong was driven by the fact that its target niche was not adequately being catered to in a market where similar titles abound, such as Him and Men Mode, published by South China Media and Communication Management respectively.
"The main characteristics of our target is that they are not local focused. While they do have an interest in Hong Kong, they are more likely to have lived in Western countries for a time where they were able to get a wider outlook on life.
"So you could say that the target is men who see themselves as part of Hong Kong as well as Greater China and the Asia region."
The launch issue of Men's Uno contained 228 pages, including 70 pages of ads. Main advertises include: Gucci, Louis Vuitton and Cartier.