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IVE’s Jang Won-young’s Choice Tops Bestseller List in Korea’s Book Market Thanks to Celebrity Endorsements


K-pop girl group IVE member Jang Won-young is making waves in the publishing industry with her endorsement of the book “Buddha’s Words” by Japanese author Ryunosuke Koike. Since Jang recommended the book on a variety show, its sales have skyrocketed nearly 29-fold in January, making it a bestseller. This phenomenon, known as “fandom reading,” is reshaping the publishing industry by boosting sales for certain titles. Major bookstores like Kyobo are now displaying books endorsed by celebrities prominently to capitalize on this trend.

Publishers and bookstores are closely monitoring the reading lists of celebrities, including 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 sales of humanities and nonfiction books. While publishers welcome the trend of fandom reading, some worry about its long-term effects on the broader book market, as it can divert demand away from other titles.

Celebrities like Jang Won-young have the power to turn a book into an overnight bestseller, with their recommendations causing a surge in sales. This influence is leading publishers to focus on engaging with celebrities for book promotions. The trend of fandom reading is expected to continue making waves in the publishing industry, with fans following their favorite stars’ reading habits and generating significant sales for endorsed books.

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Note: The image is for illustrative purposes only and is not the original image of the presented article.

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