"Reading is Hip" MZ Generation Buying and Reading Paper Books... Han Kang Pulled the Trigger

Declining Reading Population in Korea
Paper Books as MZ Generation's 'Play Culture'
"Hoping for Increased Vitality in the Publishing Market"

The works of Han Kang, the first Korean Nobel Literature Prize winner, are selling like hotcakes. Sales of each novel have surged by thousands of times, even causing shortages. While some express concerns that this unexpected paper book craze might just be a momentary event, there is also an observation that reading is returning to the realm of hobbies. In particular, the 20s MZ generation, who desire a life differentiated from their peers, is leading a new reading culture.

As the reading population declines, paper books have become 'hip'

On the morning of the 13th weekend, citizens are waiting for the opening of Kyobo Bookstore Gwanghwamun branch. [Image source=Yonhap News]

Who reads the most paper books in Korea? Surprisingly, according to the latest statistics, it is people in their 20s. Those most familiar with smartphones and digital culture are showing a strong interest in paper books as well.

According to the Ministry of Culture, Sports and Tourism's '2023 National Reading Survey,' the comprehensive reading rate of people in their 20s (the percentage of people who have read or listened to at least one general book annually) was 78.1%, showing a notably higher reading rate compared to other age groups. In contrast, the national average was only 43.0%.

Why have the MZ generation turned their attention to paper books? Ironically, the background is the lowest reading rate ever recorded. Last year, the annual paper book reading volume for Korean adults was only 1.7 books, book purchases were 1.0, and e-books were 1.2. As the reading population itself declined, those who possess and read paper books became a very small minority. This rarity was perceived by young people as a 'hip act.'

In fact, on social networking services (SNS) like Instagram, which are popular among the MZ generation, photos of reading are often posted with hashtags such as 'bookstagram' and 'bukstagram.' Reading has now become a kind of play where one can express individuality.

Thanks to Han Kang... "If the population exposed to paper books increases, the market will also gain vitality"

On the afternoon of the 12th (local time), a special corner commemorating Korean novelist Han Kang's Nobel Prize in Literature was set up in the language section of the large bookstore Foyles Charing Cross in London, UK, where readers are browsing the Korean book shelves. [Image source=Yonhap News]

In this context, Han Kang's Nobel Literature Prize win is seen as a kind of 'catalyst.' In fact, the sales of novels by domestic book retailers such as Kyobo Book Centre and Yes24 have surged. At Kyobo Book Centre, from the afternoon of the 10th to the morning of the 13th, about 260,000 copies of Han Kang's works were sold. Compared to the period before the Nobel Prize announcement, from the 7th to the 9th, sales increased by 910 times. For some works, sales jumped by about 3,000 times, causing shortages.

It is reported that not only publishers but also the paper industry are operating at full capacity to meet the sharply increased demand. News of Han Kang's award even boosted the stock prices of publishing companies listed on the Korea Exchange.

Some express concerns that this 'paper book boom' might fade as a momentary event. On SNS and online communities, comments such as "Many people are carrying books these days; I hope this helps reestablish a reading culture," and "I hope people also take interest in books other than Han Kang's" have appeared.

However, there are also positive opinions. A publishing industry insider, Mr. A, told Asia Economy in a phone interview, "Han Kang's Nobel Prize win is indeed a boon for the publishing market, which has always been at a crossroads of stagnation. Of course, the current sales volume cannot be sustained, but if this opportunity increases the population exposed to paper books and leads to actual book purchases, a virtuous cycle will be established, revitalizing the market."