People reading books at “Reading by the Clear Stream,” an event put on by the Seoul Metropolitan Government at Cheonggyecheon (Photo courtesy of the Seoul Metropolitan Government)

The awarding of the Nobel Prize in Literature to Han Kang –making her Asia’s first female recipient – has sparked an unexpected cultural phenomenon known as “text hip.” Reading has gone from being a solitary pursuit to being a trendy social activity, with a rise in sales of books by local authors and a renaissance in book clubs across the country.

The term “text hip” captures the newfound coolness of reading, particularly among young people. Books have become fashionable, with readers eagerly sharing literary discoveries on social media. The joy of reading has even spawned the term “read-pamine,” a playful twist on “dopamine” that describes the pleasure derived from engaging with the written word.

In today’s digital age, where short-form videos and quick content dominate, reading has emerged as a distinctive hobby. Young people are embracing books, considering reading to be a sophisticated pursuit that sets them apart. They seem to regard being “text hip” as a meaningful form of self-expression and a way to stand out.

While physical books are a part of traditional analog culture, the text hip movement has been playing out on social media platforms. Readers share “proof shots” of their current reads, carefully annotated passages, handwritten excerpts and personal reflections. Book-related content has flourished on platforms like Instagram Reels, YouTube Shorts and TikTok, where #BookTok has become a popular hashtag for recommendations and reviews. Digital reading platforms like Millie’s Library, RIDI and Yes24 eBook have seen substantial growth, with users particularly drawn to features that allow for the sharing of highlights and notes scrawled in the margins.

Starfield Library Suwon (Byeolmadang Library), a cultural space centered around rest, meeting, and book-based communication. (Photo courtesy of Kim Byung-gu, Hong Communications)

The movement has extended beyond digital spaces, breathing new life into analog activities. Reading has become a cherished weekend ritual, with books and brunch coming together as a popular lifestyle trend. Cafés and restaurants are capitalizing on this movement, creating dedicated reading spaces and book-themed menus. Business at stationery stores is reportedly booming as more people embrace the practice of copying their favorite passages by hand. Book discussion groups and copying competitions are drawing larger crowds, creating vibrant communities centered on a celebration of literature. These gatherings offer a welcome respite from screen-focused routines, reinforcing the value of a shared reading experience.

As “text hip” culture continues to grow, more people are participating in transcription and book clubs. (Photo courtesy of Image Today)

The trend has found its way onto Kakao’s “Brunch Story,” a digital publishing space where readers and writers converge to share long-form content, book reviews and literary reflections. This platform has become a vital hub for the text hip community, bridging the gap between traditional reading and digital engagement.

The Reading by the Clear Stream event at Cheonggyecheon Stream in Seoul, Korea. The program, which provided time to read while listening to music, was very popular with the public. (Photo courtesy of the Seoul Metropolitan Government)

The text hip movement will likely instill younger generations with a love of books. Even for casual readers who may not finish every book they start, the trend promises to spark a positive relationship with literature. Once overshadowed by video content, books are reclaiming their place in daily life as a fulfilling hobby. Their appeal spans intellectual enrichment, aesthetic pleasure and cultural significance, inspiring a new generation to find community and comfort in the written word.