Celebrity endorsements shake up Korea’s book market

Celebrity Endorsements Shake Up Korea's Book Market

K-pop girl group IVE member Jang won-young / Yonhap

Okay-pop lady group IVE member Jang won-young / Yonhap

Celebrities are reworking the publishing trade, with a single endorsement from a star having the ability to show a e-book into an in a single day bestseller. A latest instance is „Buddha’s Phrases“ by Japanese creator Ryunosuke Koike, which skilled a big gross sales increase after Jang Received-young, a member of the Okay-pop lady group IVE, advisable it on a spread present on Jan. 15.

In response to the net bookstore Yes24, the e-book’s gross sales skyrocketed practically 29-fold in January in comparison with the earlier month, propelling it to the highest of the general bestseller record within the fifth week.

This phenomenon, referred to as „fandom studying,“ right here is reshaping publishing, boosting gross sales for sure titles whereas elevating issues over market imbalances.

On Jan. 31, Kyobo Bookstore’s Gwanghwamun department displayed Nobel laureate Han Kang’s novels alongside Koike’s „Buddha’s Phrases“ in its bestseller part.

The Yangcheon District department of Kyobo Bookstore additionally launched a „Star’s Bookshelf“ nook, the place books that gained reputation after being talked about by celebrities are displayed below the celebs‘ names as a substitute of the authors‘.

A Kyobo Bookstore official mentioned, „Gross sales of books launched by celebrities on TV or YouTube are surging, and we’re responding by designating them as ‚sizzling concern books‘ at completely different retailer places.“

Search engine optimisation Solar-haeng, an editor at Forest Books, which revealed Koike’s e-book, mentioned, „We will not print copies quick sufficient to maintain up with demand. Since Jang Received-young talked about it, we have bought a further 30,000 copies.“ Within the publishing trade, promoting simply 10,000 copies is taken into account a serious success.

Search engine optimisation added, „Readers appear to resonate with the broader mental pattern of exploring humanities. The e-book’s credibility, given its basis in Buddhist teachings, additionally contributed to its success.“

The e-book had already bought 70,000 copies since its Might 2023 launch earlier than Jang’s endorsement pushed it additional.

'Buddha’s Words' claims No. 2 on Kyobo’s bestseller list after IVE member Jang Won-young’s mention, trailing Han Kang’s novel on Friday. Yonhap

„Buddha’s Phrases“ claims No. 2 on Kyobo’s bestseller record after IVE member Jang Received-young’s point out, trailing Han Kang’s novel on Friday. Yonhap

Publishers look to celebrities to advertise books

Given the hovering affect of superstar endorsements, publishers and bookstores are intently monitoring their studying lists.

Advertising methods now concentrate on partaking not solely Okay-pop idols and actors but additionally figures like novelist Kim Younger-ha and movie critic Lee Dong-jin. Many publishers even ship newly launched books to leisure companies in hopes of securing a point out.

Main bookstores are additionally capitalizing on the pattern by displaying books advisable by celebrities prominently.

Baek Received-geun, head of the Guide and Society Analysis Institute, mentioned, „Each time former President Moon Jae-in advisable a e-book, it might promote tens of 1000’s of copies. This can be a textbook case of fandom studying, the place followers observe their favourite star’s studying habits, very like they emulate their style decisions.“

The affordability and accessibility of books — most costing lower than 20,000 gained ($14) — make them a simple merchandise for followers to accumulate.

The phenomenon of fandom studying is predicted to have an more and more vital influence on humanities and nonfiction books.

Publishing critic Chang Eun-soo mentioned, „Traditional works like Hermann Hesse’s ‚Demian‘ or Koike’s ‚Buddha’s Phrases‘ generate main waves when endorsed by celebrities, as they align with an current need for mental engagement.“

Whereas publishers welcome the pattern, some fear about its long-term results on the broader e-book market. „When a single e-book dominates discussions, it might divert demand away from different titles, distorting the market,“ Chang mentioned. „In contrast to instances the place readers broaden their curiosity to related work — similar to Han Kang’s success benefiting different feminine authors — fandom studying usually fails to generate a long-lasting ripple impact.“

A 'Stars' Bookshelf' corner at Kyobo Bookstore in Yangcheon District, Seoul. Korea Times photo by Kwon Young-eun

A „Stars‘ Bookshelf“ nook at Kyobo Bookstore in Yangcheon District, Seoul. Korea Instances picture by Kwon Younger-eun

This text from the Hankook Ilbo, a sister publication of The Korea Instances, is translated by a generative AI system and edited by The Korea Instances.

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