K-pop girl group IVE member Jang Won-young’s endorsement of the book “Buddha’s Words” by Japanese author Ryunosuke Koike led to a significant increase in sales, causing the book to become a bestseller overnight. The concept of “fandom reading,” where fans follow their favorite celebrities’ reading recommendations, is reshaping the publishing industry and boosting sales for specific titles.
Major bookstores like Kyobo Bookstore are now displaying books recommended by celebrities prominently and designating them as “hot issue books.” Publishers are also sending newly released books to entertainment agencies in the hopes of securing a mention from popular figures.
While the trend of fandom reading is beneficial for promoting intellectual engagement and nonfiction books, some worry about its long-term effects on the broader book market. There are concerns that focusing on a single popular title may divert attention away from other works, potentially distorting the market.
Despite these concerns, publishers and bookstores are embracing the power of celebrity endorsements to boost book sales and engage readers. The phenomenon of fandom reading is expected to have a lasting impact on the publishing industry, encouraging more people to explore different genres and authors.
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