K-pop star Jang Won-young’s endorsement of the book “Buddha’s Words” led to a massive increase in sales, with the book topping bestseller lists. This phenomenon, known as “fandom reading,” is reshaping the publishing industry by boosting sales for specific titles. Bookstores are now showcasing books recommended by celebrities prominently, hoping to capitalize on their influence.
Publishers and bookstores are closely monitoring celebrity reading lists, with marketing strategies focusing on engaging not only K-pop idols and actors but also figures like novelist Kim Young-ha and film critic Lee Dong-jin. The affordability and accessibility of books make them an easy item for fans to acquire, leading to a significant impact on the humanities and nonfiction book market.
While publishers welcome the trend of fandom reading, some worry about its long-term effects on the broader book market. The dominance of a single book in discussions can divert demand away from other titles, potentially distorting the market. Despite this concern, the trend shows no signs of slowing down, with books recommended by celebrities continuing to drive sales and influence readers’ choices.
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