Why Are We Turning to Books Now?

        In recent years, newly coined terms such as “text hip” and “dokpamine” (a mix of dopamine and reading) have emerged, signaling that reading has expanded beyond a mere means of acquiring knowledge into a broader cultural phenomenon. The ways people engage with books are also evolving—through “book dates,” book exchanges, and sharing reading experiences on social media. In other words, we have entered what may be called a “reading boom.” This trend was likely further accelerated in October 2024, when author Han Kang was awarded the Nobel Prize in Literature. As literature returned to the center of public attention, reading began to establish itself as a “trendy choice.”

        Particularly among people in their 20s and 30s, this trend has spread rapidly, largely driven by social media. In a culture where everyday life is documented and shared, reading is no longer a solitary act but a medium that connects individuals. Images of oneself reading in aesthetically pleasing cafés reminiscent of nature, or pulling out a book while riding in a car or train, are frequently posted on Instagram. What was once considered an analog and somewhat niche activity has, at some point, come to be perceived as “hip.”

        Yet this raises an important question: Are we truly reading books, or are we turning them into objects of performative consumption? This question became even more pronounced at the 2026 Seoul International Book Fair.

The Buzz of the 2026 Seoul International Book Fair

        The 2026 Seoul International Book Fair took place from June 24 to June 28. This year’s theme was “*Homo Duduri* (Declaration of Humanity).” The term “duduri” originates from ancient Korean texts, referring to a mythical being or an old word for a blacksmith—one who continuously hammers, creates, and questions. In an era when technology is rapidly expanding into even creative domains, the theme conveys a message to reaffirm the essence of what it means to be human. Put differently, while AI may provide answers, questioning remains an inherently human ability—one that we must consciously reclaim.

        Under this main theme, a wide range of booths embodied the spirit and individuality of Homo Duduri. The enthusiasm surrounding the event was palpable. Even visitors with reservations had to wait in long lines from the very first day, while those without reservations endured even longer waits for entry. Inside, movement was slow and deliberate, as attendees navigated through dense crowds, often pausing to make way for others. A total of 530 publishing-related organizations and companies from 18 countries participated, making it the largest event in the fair’s history. Visitors were predominantly in their 20s and 30s, reflecting the leading demographic of the current reading boom.

        Rather than simply curating books, many booths emphasized participation and experience—featuring concepts such as running, gyms, movie theaters, and even newspaper-style photo booths. A diverse array of on-site programs, including keynote lectures, author talks, seminars, and workshops, was also offered.

        Among the most popular booths, however, overcrowding caused significant inconvenience for visitors. One notable example was the publishing house Minumsa, which drew attention with a variety of visually appealing merchandise. Book covers created in collaboration with cute characters went viral on Instagram, attracting even more visitors. Capsule toy machines featuring miniature book keyrings, bookmarks, and stamps required long waiting lines, with reservations closing as early as noon and many items quickly selling out. Other booths similarly offered book-themed merchandise such as keyrings and uniquely designed T-shirts, encouraging visitors to linger.

        In many ways, these goods became the true stars of the fair—sometimes even more popular than the books themselves. On the one hand, such merchandise contributed to the event’s commercial success and helped generate interest in reading. From this perspective, it can be seen as a positive development.

The Shadow Behind the Success

        However, the dense crowds made it difficult to read books or engage in meaningful conversations within the space. With merchandise taking center stage and social media follows often serving as a form of entry ticket for experiential booths, one must question whether this can truly be called a festival of books. Were visitors genuinely enjoying books, or were they more absorbed in the idea of “being someone who enjoys books”?

Toward the Essence of Homo Duduri

        Marketing is, of course, an essential element of any book fair. The publishing industry requires diverse strategies for survival. Yet such efforts should not overshadow the fundamental purpose of the event. Amid the rapid changes and technological advancements shaping our time, individuals must actively determine where they stand and think critically about their direction. This responsibility belongs to Homo Duduri.

        Homo Duduri does not simply accept given answers. It pauses, questions, and hammers again. For such acts, long-form content—and reading in particular—is essential. Reading represents the work of those who have engaged in deep reflection, and it serves as a means of communication among them. Yet, are we becoming consumed by speed and convenience? Is our capacity to question gradually fading?

        While the current reading boom may be criticized as a form of trend-driven consumption, it cannot be reduced to a mere passing fad. There are still those who genuinely open books, read in cafés, reflect, and share their thoughts—embodying the true spirit of Homo Duduri. Perhaps we can liken reading to swimming against the current: choosing slowness in a fast-moving society. This choice is not about falling behind, but about moving closer to the essence of being human. It is, ultimately, a form of resistance against the pace of the times—a declaration of humanity that refuses to abandon the act of questioning.

Park Seo-won (Planning Editor)
sparkttha1@soongsil.ac.kr