K-pop girl group IVE member Jang Won-young’s endorsement of the book “Buddha’s Words” by Japanese author Ryunosuke Koike on a variety show led to a significant increase in sales. The book saw a 29-fold spike in sales in January, reaching the top of the overall bestseller list. This trend, known as “fandom reading,” is reshaping the publishing industry, with books mentioned by celebrities gaining popularity and sales.
Bookstores like Kyobo Bookstore are responding to this trend by prominently displaying books endorsed by celebrities. Publishers are also sending newly released books to entertainment agencies in hopes of securing a mention from popular figures. The affordability and accessibility of books make them an easy item for fans to acquire, leading to a significant impact on the sales of humanities and nonfiction books.
While publishers welcome the trend of fandom reading, there are concerns about its long-term effects on the broader book market. Some worry that focusing on a few popular titles endorsed by celebrities may lead to a distortion of the market, diverting demand away from other books. Despite these concerns, the phenomenon of fandom reading is expected to continue to influence the publishing industry, with celebrities playing a significant role in promoting books and driving sales.
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