This paper examines how the editorial focus of the Japanese gay magazine Badi has shifted over time and how the magazine has shaped the identity of gay men in Japan. Badi is the most popular magazine for gay men in Japan today. Its creation in 1993 coincided with a period of marked change in Japanese society regarding views toward homosexuality as well as with several watershed events such as in 1991 when homophobia was first addressed in a Japanese court and in 1994 when the first pride parade was held in Tokyo. By examining Badi as part of the Japanese gay liberation movement of the 1990s, and dividing the magazine’s editorial run into four distinct periods, we show that although the editors shaped the new identity and lifestyle, they were bolstered by masculinity.