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

Celebrities are transforming the publishing industry, with a single endorsement from a star having the power to turn a book into an overnight bestseller. A recent example is "Buddha's Words" by Japanese author Ryunosuke Koike, which experienced a significant sales boost after Jang Won-young, a member of the K-pop girl group IVE, recommended it on a variety show on Jan. 15.

According to the online bookstore Yes24, the book's sales skyrocketed nearly 29-fold in January compared to the previous month, propelling it to the top of the overall bestseller list in the fifth week.

This phenomenon, known as "fandom reading," here is reshaping publishing, boosting sales for certain titles while raising concerns over market imbalances.

On Jan. 31, Kyobo Bookstore's Gwanghwamun branch displayed Nobel laureate Han Kang's novels alongside Koike's "Buddha's Words" in its bestseller section.

The Yangcheon District branch of Kyobo Bookstore also introduced a "Star's Bookshelf" corner, where books that gained popularity after being mentioned by celebrities are displayed under the stars' names instead of the authors'.

A Kyobo Bookstore official said, "Sales of books introduced by celebrities on TV or YouTube are surging, and we are responding by designating them as 'hot issue books' at different store locations."

Seo Sun-haeng, an editor at Forest Books, which published Koike's book, said, "We can't print copies fast enough to keep up with demand. Since Jang Won-young mentioned it, we've sold an additional 30,000 copies." In the publishing industry, selling just 10,000 copies is considered a major success.

Seo added, "Readers seem to resonate with the broader intellectual trend of exploring humanities. The book's credibility, given its foundation in Buddhist teachings, also contributed to its success."

The book had already sold 70,000 copies since its May 2023 release before Jang's endorsement pushed it further.

"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

Publishers look to celebrities to promote books

Given the soaring influence of celebrity endorsements, publishers and bookstores are closely monitoring their reading lists.

Marketing strategies now focus on engaging not only K-pop idols and actors but also figures like novelist Kim Young-ha and film critic Lee Dong-jin. Many publishers even send newly released books to entertainment agencies in hopes of securing a mention.

Major bookstores are also capitalizing on the trend by displaying books recommended by celebrities prominently.

Baek Won-geun, head of the Book and Society Research Institute, said, "Whenever former President Moon Jae-in recommended a book, it would sell tens of thousands of copies. This is a textbook case of fandom reading, where fans follow their favorite star's reading habits, much like they emulate their fashion choices."

The affordability and accessibility of books — most costing less than 20,000 won ($14) — make them an easy item for fans to acquire.

The phenomenon of fandom reading is expected to have an increasingly significant impact on humanities and nonfiction books.

Publishing critic Chang Eun-soo said, "Classic works like Hermann Hesse's 'Demian' or Koike's 'Buddha's Words' generate major waves when endorsed by celebrities, as they align with an existing desire for intellectual engagement."

While publishers welcome the trend, some worry about its long-term effects on the broader book market. "When a single book dominates discussions, it can divert demand away from other titles, distorting the market," Chang said. "Unlike cases where readers expand their interest to similar work — such as Han Kang's success benefiting other female authors — fandom reading often fails to generate a lasting ripple effect."

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

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