Book lovers flock to buy cover art, collectibles, literary buns

At noon on Sunday, the third floor of Yongsan's I'Park Mall in Seoul became a mini-representation of what is trendy among young Koreans. Instagram-worthy desserts, fashion labels, electronic keyboards, anime, and Harry Potter merchandise dominated the space. However, amid all the modern-day trinkets, visitors were engrossed in leafing through classic literature.

They had traveled for hours to be there. The books were part of "Beyond the Sentence," a temporary pop-up store by Minumsa, one of Korea's most renowned publishers, and the intellectual property brand Today's Cuteness. The pop-up, which ran from August 11 until Tuesday, transformed the publisher's well-known World Literature series and poetry books into collectible items.

The publisher's familiar World Literature series and poetry books were paired with deliberately loose, childlike illustrations and wide-eyed animal characters. The project will relocate to Busan on August 28 and remain open until September 30. This scene encapsulates a burgeoning publishing trend in Korea: books are now purchased not just for reading, but for their visual appeal, customizability, portability, and collectability.

This development signifies a shift in how literature is perceived and valued in contemporary Korean society.