A new wave of reading culture is sweeping South Korea, sparked by author Han Kang’s Nobel Prize in Literature win. Her achievement instilled a deep pride in Korean literature and significantly revived public interest in reading. This renewed interest was especially evident at the 2024 Seoul International Book Fair, which attracted a record-breaking 150,000 visitors. Notably, a significant portion of these attendees were in their 20s and 30s, signaling a growing literary passion among younger generations. Furthermore, e-book platforms such as Millie’s Library and Flybook have reported a steady rise in subscriptions year after year. During this cultural shift, a new term has emerged: “Texthip.” But what exactly does it mean?
Texthip, a blend of ‘text’ and ‘hip,’ refers to the trend of viewing books and reading as stylish and culturally relevant activities. Once seen as a symbol of analog life, books are now gaining fresh attention in the digital age, especially on social media.
Social media has played a central role in driving the Texthip trend. A growing trend has emerged on platforms like Instagram and Naver Blog of users sharing their reading experiences and book reviews. This shift has transformed reading from a private act into a shareable activity. Rather than stopping at reading, people now recommend books, comment on them, and engage in lively discussions. Popular influencers like Mingzzi post curated book recommendation reels by category, making literature more accessible and appealing. Another influencer, @4.10.20_sin, blends humor with insightful book reviews on both Instagram and YouTube. The use of hashtags has also helped book-related content go viral, further fueling the Texthip movement. The impact of this trend is already visible.
The publishing industry is launching pop-up stores and immersive events that attract younger readers. For instance, the e-book platform Millie’s Library launched a stationery-themed pop-up inspired by author Kim Hye-jung’s book “분실물이 돌아왔습니다,” which attracted significant attention from the public.
Beyond these marketing initiatives, the spaces where people read are also evolving. In Seoul, public outdoor libraries such as “책 읽는 서울광장,” located on the lawn in front of City Hall, and “책 읽는 맑은 냇가,” which provides chairs and books along Cheonggyecheon Stream, have become symbols of this shift. These outdoor libraries challenge the conventional perception of libraries by offering citizens the freedom to read and enjoy cultural activities in open, accessible environments. As a result, they have become popular destinations for city residents and even a trendy spot for dates. Simultaneously, the number of independent bookstores, book cafés, and book bars is on the rise, attracting growing interest from the public.
The demand for reading accessories such as book covers and reading rings has also increased. According to Kyobo Book Centre, sales of reading-related products at Hottracks increased by 28% year-on-year in 2025. Notably, book stands (up 125.7%), paperweights (up 78%), and book covers (up 87.5%) have led this growth. The demographic shift is also striking: the proportion of buyers in their teens and twenties jumped from 16.2% in 2020 to 29.5% in 2025, with those under 19 increasing nearly sixfold — from 0.6% to 3.6%. This data highlights how younger generations are becoming the core consumers in the reading goods market.
Perspectives on the current ‘Texthip’ phenomenon are divided, with some critics raising concerns about the rise of conspicuous reading. Rather than viewing this trend solely in a positive light, they argue that reading is increasingly being used as a tool for social display, particularly on social media platforms. Instead of focusing on the act of reading itself, many people share aesthetically pleasing photos of books, emphasizing the image of being a reader over genuine engagement with the book’s content or depth of understanding. This mirrors broader critiques of conspicuous consumption in modern society, where material goods and behaviors are used to signal status and identity — often amplified by social media.
Jang Eun-soo, head of the Editorial Culture Lab, notes that books have long served as instruments of intellectual display. Historically, aristocrats curated impressive libraries and carried books as symbols of sophistication. Today, critics argue that even lighter, less challenging books are being used for such displays, rather than works that demand deeper immersion and reflection. Jang emphasizes that meaningful, in-depth reading should precede any outward demonstration of literary interest.
Critics also question the substance of this trend, arguing that conspicuous reading does not necessarily translate into a true reading culture. For example, some individuals visit bookstores merely to take photos rather than to purchase or read books. This phenomenon raises doubts about whether this trend is actually driving an increase in book sales or real reading rates. There is also criticism of the commercialization of reading, with books and reading accessories being marketed as lifestyle or fashion items. The growing sales of reading-related products and the emergence of goods designed to create a particular ‘aesthetic mood’ are seen by some as signs that the intrinsic value of reading is being diluted by commercial interests.
On the other hand, there are many voices celebrating the ‘Texthip’ trend as a positive cultural shift. Supporters argue that regardless of one’s motivation, the fact that reading is becoming a cultural phenomenon is meaningful in itself. The renewed interest in books, especially among younger generations, who have often been at the center of concerns about declining literacy, represents a significant and encouraging change. Professor Shin Ji-young of Korea University’s Department of Korean Language and Literature notes that even when young people take photos of themselves reading for social media, the process involves selecting and engaging with books, which fosters a connection to literature. She suggests that, compared to conspicuous displays of luxury goods, this trend contributes to a more positive culture.
Furthermore, reading is evolving from a solitary pastime into a more social and communal activity. The spread of book recommendations, reviews of reading accessories, and related content on social media platforms has created new opportunities for readers to share ideas and engage with different perspectives, fostering the intellectual growth that lies at the heart of reading. As reading becomes a trend, associated industries — such as independent bookstores and book cafés — are also experiencing growth, revitalizing spaces that were once considered niche. This has injected new energy into the publishing industry, challenging the notion that ‘books are dead’ and breathing fresh life into the broader reading culture.
The “Texthip” phenomenon has evolved beyond a simple trend, influencing not only students’ Korean language skills but also educational practices. What significance does this Texthip hold for Korean language education, and how should it continue to develop? I explored the educational implications of this trend through an in-depth interview with Professor Choi Sook-ki from the Department of Korean Language Education at Korea National University of Education.
1. Recently, the “Texthip” phenomenon has been gaining attention among the younger generation. How do you view this trend?
- The recent “Texthip” phenomenon represents a reading culture led by the younger generation, primarily based on social media. A notable characteristic of this trend is the spread of reading enthusiasm through book recommendations made by celebrities and public figures. On platforms like TikTok, Instagram, and YouTube, people are sharing their reading experiences in various formats such as “Bookstagram,” “BookTok,” and “reading vlogs.” When celebrities like Jang Wonyoung, G-Dragon, and Han Sohee recommend particular books, those titles often experience a sudden rise to bestseller status.
This phenomenon greatly contributes to raising public interest in reading. Celebrity’s book recommendations help revitalize the publishing industry and encourage a broader culture of reading. In particular, books that previously had low public recognition often become bestsellers thanks to these endorsements, which helps expand the base of the reading market.
However, there is a possibility that the “Texthip” trend may focus more on popularity and image than on the quality of reading itself. There is a risk that only a few specific books will receive concentrated attention, potentially leaving many other valuable books overlooked. Therefore, it is important that educational approaches accompany this trend to ensure that reading becomes a meaningful cultural activity rather than just a temporary trend.
2. Do you believe this reading trend has a positive effect on students’ Korean language skills, such as vocabulary and reading comprehension?
- The reading boom triggered by the “Texthip” phenomenon is expected to contribute, to some extent, to the improvement of students’ Korean language abilities. Sharing reading experiences through social media can positively impact vocabulary development, expressive abilities, and the expansion of background knowledge. The increase in book reviews and summary content also provides students with more opportunities to engage with books, which is a positive development.
However, due to the nature of social media content, which favors short and spontaneous formats, there may be limitations in fostering in-depth reading comprehension and analytical thinking. There is a concern that students may approach books with a focus on surface-level information rather than deep understanding. Therefore, it is essential for Korean language education to provide environments where students can deeply express their thoughts and engage in discussions after reading.
To address this, educational settings must support students in linking their reading experiences to analysis and critical thinking, rather than treating reading as a mere act of sharing or certification. When educational intervention focuses on improving the quality of reading, the positive effects of the Texthip phenomenon can be maximized.
3. Some people express concern about “performative reading.” How do you interpret this trend from the perspective of Korean language education?
- Concerns about “performative reading” are quite reasonable. If reading is used solely as a means to project intellectual status or social image, the fundamental purpose of reading — deep understanding and reflection — may be undermined. When books are utilized only as visual or sensory content on social media, there is a risk that the depth and original purpose of reading could be diluted.
However, even an initial performative motive can potentially lead to sustained and in-depth reading. For instance, people who develop an interest in reading through celebrity recommendations may gradually experience and appreciate deeper forms of reading. Therefore, Korean language education should not view this phenomenon solely in a negative light but instead guide it in a positive direction by enhancing the quality of reading activities.
Korean language education must help students connect book content to their own lives and think critically about it. It is crucial to lead reading beyond being a superficial or one-time act of consumption, transforming it into meaningful learning and personal growth.
4. Book recommendations and sharing of impressions through social media have become increasingly active. Compared to traditional reading practices, what do you think is the biggest change this new reading culture brings to Korean language education?
- As book recommendations and shared impressions through social media become more active, reading culture is shifting from a personal activity to a more social and interactive one. Students are actively sharing their reading experiences, and content such as “book hauls,” “reading vlogs,” and “reading journals” is gaining popularity across various platforms, leading to increased participation in reading.
This shift has a positive aspect in that it enhances student engagement in reading and encourages communication centered around books. In particular, book recommendations from celebrities or public figures play a significant role in boosting interest in reading and creating a more accessible environment for students.
However, there is also the possibility that content may become overly focused on popularity or image. Korean language education must take an educational approach that helps students engage with books they encounter on social media in a deeper and more analytical way. This will help ensure that their reading activities develop into meaningful intellectual pursuits.
5. Given recent changes in reading culture, how should the role of Korean language education evolve going forward?
- Amid the recent shifts in reading culture, Korean language education must evolve into a more dynamic and proactive role. As students are exposed to diverse forms of texts through social media, it is essential to equip them with digital literacy skills. Korean language education should support students in expressing the knowledge they gain from books in creative and critical ways.
In particular, it is important to provide opportunities for students to clearly express their opinions and participate in discussions after reading. The information they gain from books should not be passively consumed, but actively transformed into thinking and expressive abilities through various activities.
Korean language education must guide students to continuously grow and develop through reading. Helping students connect their reading experiences to their personal lives in meaningful ways will be a core responsibility of Korean language education.
The “texthip” phenomenon, which has spread through social media, is transforming reading into a social and participatory activity, positively contributing to students’ language development. However, there are concerns that this trend, centered on visual consumption, may not lead to deep and meaningful reading. Professor Choi Sook-ki emphasizes that Korean language education should not simply criticize this trend, but rather guide it in a direction that fosters critical thinking and expressive skills. Even so-called “performative reading” has the potential to lead to deeper engagement with texts. In this context, Korean language education must critically embrace the Texthip phenomenon and act as a facilitator to draw out its positive educational potential.
The ‘Texthip’ phenomenon is not simply a passing trend, but rather a way in which reading is being reinterpreted and rediscovered in modern society. Even if its origins lie in ‘hip’ tastes and trends, it is ultimately a positive development if books become more accessible to a wider audience and more people have the opportunity to enjoy reading.
Whereas reading was once considered a solitary activity, it has now become a medium for sharing and connection. Reading, sharing, and spreading those experiences have established themselves as a new cultural norm. I hope that Texthip does not end as a short-lived trend, but instead serves as a catalyst for the continued growth and spread of reading.
