"On Kindness" Maintains Popularity as "Trend Korea" and "Forecasting the Times" Surge

Yes24 No. 1: "Heunhan Nam-mae 20"
Kyobo Bookstore No. 1: "On Kindness"
"Trend Korea 2026" and
"Forecasting the Times: The Birth of the Lightweight Civilization"
Rapid Rise in Rankings

In the third week of September, the overall bestseller list at Yes24 was topped by "Heunhan Nam-mae 20," the latest comic book in the popular series by YouTuber "Heunhan Nam-mae," who boasts 2.96 million subscribers. Former Constitutional Court Justice Moon Hyungbae's new essay, "On Kindness," ranked second, while motivational expert Mel Robbins' "The Let Them Theory" came in third. Brand architect Lee Junghoon's new collection of essays, "It's Better to Be Clumsy with Comfort," secured fourth place, and thanks to the popularity of comic books, "Toilet-Bound Hanako-kun 24 Double Special Edition" took fifth place.

"Heunhan Nam-mae 20," which claimed the top spot, draws laughter and empathy from readers through realistic and comic episodes between siblings. It became the bestseller just one day after its official release on September 17. In terms of buyer demographics, it was especially popular among women in their 40s (61.9%), likely reflecting purchases for their elementary school-aged children. The popularity of Korean novels also continued. "Honmono," by Seong Haena, who was selected as Yes24's "2024 Top Young Author," ranked sixth, while "Jeolchang 切創," a new full-length novel by author Koo Byungmo, came in ninth. Notably, "Jeolchang 切創" saw an overwhelming purchase rate among female readers in their 20s and 30s (63.5%).

September also saw the release of several highly anticipated new titles. "It's Better to Be Clumsy with Comfort," the new essay collection by personal branding expert and author of "A Planner's Book Thoughts," Lee Junghoon, ranked fourth and garnered strong support from male readers in their 40s (57.6%). In addition, "100-Day Copybook for Cultivating Adult Relationships," which ranked eleventh overall, saw a 26.4% increase in sales compared to the previous week, capturing the interest of female readers in their 40s and 50s (77.1%) who are particularly interested in handwriting practice. "Quiet Recovery," a new release by conflict mediation expert Park Jaeyeon, ranked thirteenth.

The much-anticipated "Trend Korea 2026" series, which makes headlines every year upon release, has returned. "Trend Korea 2026" reached twelfth place overall just two weeks after pre-orders began on September 4. It attracted the most attention from readers in their 40s (40.5%) who are interested in social trends and changes, followed by those in their 50s (25.8%) and 30s (21.5%).

"Trend Korea 2026" examines the K-beauty and K-content booms, which have achieved global market leadership following the automotive, shipbuilding, and semiconductor industries, even amid tariff wars, the threat of AI, and the endless whirlpool of war. The book offers a cool-headed outlook on South Korea's 2026 consumer trends, set against the dizzying and rapid pace of dialectical change that makes it difficult to find direction.

At Kyobo Bookstore, former Constitutional Court Justice Moon Hyungbae's essay "On Kindness" has maintained its popularity, ranking first overall for three consecutive weeks. This week, Mel Robbins' "The Let Them Theory" followed closely in second place. The book, which focuses on motivation and mindset for self-improvement, has attracted significant interest from readers, with women in their 30s accounting for 26.4% of buyers. It has been especially popular since its release, having already gained attention among Korean readers on social media before the translated edition was published.

"Forecasting the Times: The Birth of the Lightweight Civilization" by mind miner Song Kilyoung debuted at eighth place overall upon its release. As the third book in the "Forecasting the Times" series, Song is well-known to readers as a speaker through YouTube and lecture programs, which contributed to the immediate interest upon publication. Looking at the buyers, male readers accounted for a slightly higher share at 51.1%, but women in their 40s made up the largest single group at 19.5%.