On a rainy October evening, Chaeg Bar in Seoul’s Mangwon-dong district buzzed with a unique blend of literary ambiance and classic music. The cozy bar, with its book-lined walls and chalkboards featuring hand-written quotes, has become a hotspot for the rising “text hip” trend—a movement celebrating the idea that reading is cool.
Chaeg Bar offers a space where patrons can read, reflect, and enjoy literary-themed cocktails like “Moon and Sixpence,” inspired by Somerset Maugham’s absinthe-loving characters, and “The Stranger,” a Camus brandy creation named after Albert Camus’ famous novel. Owner Chung In-sung describes the experience as one that starts with perusing the cocktail menu and ends with readers deeply immersed in their books.
Despite the popularity of this trend, the 2023 National Reading Survey found that only 43% of adults in South Korea read at least one book a year. The growing interest in books, however, has been driven by K-pop idols and celebrities openly sharing their reading habits. For instance, NewJeans’ Minji was seen reading Edith Wharton’s The Age of Innocence, and IVE’s Jang Won-young mentioned her interest in works by Schopenhauer and Confucius, sparking curiosity among younger audiences.
Cultural critic Ha Jae-geun attributes the appeal of “text hip” to its retro vibe, similar to the resurgence of cassette tapes and film cameras on social media. Books are now seen as unique expressions of individuality, with Instagram and X (formerly Twitter) users posting photos of their current reads and curated book lists to showcase their tastes. While some view the trend as pretentious, experts argue that even a touch of vanity can have positive effects.
Novelist Hwang Sok-yong, when asked if it was fine to read classics simply because a celebrity did, responded, “It’s good—better than a Dior bag.” Literary critic Kang Dong-ho added that reading, unlike luxury goods, is more accessible and beneficial, enhancing personal value without high costs.
Though adult reading rates show a generational gap—74.5% among people in their twenties but just 36.9% for those in their fifties—efforts to engage younger readers are crucial. Han Ki-ho of the Publishing Marketing Research Institute stressed the need for “priming books” to encourage reading among children accustomed to visual media.
Shin Ji-young, a Korean literature professor, highlighted the impact of author Han Kang’s Nobel Prize nomination, which led to over a million copies sold. “It’s an opportunity to boost national reading rates and foster a deeper appreciation for literature,” she said.
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