Vivi was first published in May 1983. The target age group are teens and young women 17–27 years old. The main demographic of readers are college students and young office ladies.
The magazine's 'cover queen' is Ayumi Hamasaki, who has been featured on the cover 40 times since 1999 and runs her famous 'Deji Deji Diary' in each issue. Other artists frequently featured on the cover include Namie Amuro and Kumi Koda.