K-pop girl group IVE member Jang Won-young’s endorsement of the book “Buddha’s Words” by Japanese author Ryunosuke Koike has sparked a significant increase in sales, with the book becoming a bestseller overnight. The phenomenon, known as “fandom reading,” is reshaping the publishing industry, raising concerns over market imbalances.
Bookstores like Kyobo Bookstore are responding by displaying books mentioned by celebrities prominently and creating special sections dedicated to these celebrity-endorsed books. Publishers are also sending newly released books to entertainment agencies in hopes of securing a mention from popular figures.
The trend of fandom reading is expected to have a lasting impact on humanities and nonfiction books, with classic works like “Buddha’s Words” generating major interest when endorsed by celebrities. While publishers welcome the trend, some worry about its long-term effects on the broader book market, as it can divert demand away from other titles and distort the market.
Overall, the influence of celebrity endorsements on book sales is proving to be significant, with fans following their favorite stars’ reading habits and purchasing recommended books. This trend highlights the role of celebrities in driving book sales and shaping reading trends among the public.
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