B, founded in Seoul, South Korea, in 2011 by Suyong Joh, is a documentary magazine featuring well-balanced brands that are selected based on four criteria: philosophy, price, aesthetic, and practicality. In an era when most magazines push breaking news and hot trends, B offers something fresh: a regularly published series in book form that examines brands as subjects with unique narratives and structures. Running ad-free from issue 1 to 100, the magazine has been praised for upholding the pursuit of objectivity and maintaining its independent perspective. Seen in the global creative scene as a brand guide and valuable collectible, B is expanding its experiential touchpoints with podcasts, video content, and physical stores, gearing up for its next chapter as a media brand that presents a full spectrum of brand content.