In South Korea, young adults in their 20s and 30s are the most frequent users of artificial intelligence and are also leading a resurgence in reading that is countering a long-term decline in book consumption among the general population. The 2025 National Reading Survey conducted by the Ministry of Culture revealed that the percentage of adults reading at least one book per year has dropped dramatically from 72.2 percent in 2013 to 38.5 percent in 2025. However, in the 20- to 30-something age group, the reading rates remain significantly higher, at 75.3 percent and 66.4 percent, respectively. These same age groups also lead in the use of generative AI tools, with adoption rates of 75.3 percent and 71.1 percent.
A surge in interest at book fairs
The 2025 Seoul International Book Fair, held at the COEX convention center in late June, saw a wave of enthusiasm from young readers. Long lines formed around the venue even before the doors officially opened at 10 a.m. Major publishers like Minumsa experienced high traffic at their booths, with one interactive activity drawing significant attention. At this activity, visitors picked a bookmark and received a book recommendation based on it, creating one of the longest queues of the day. The fair’s popularity grew significantly, with attendance rising from about 100,000 in 2022 and 2023 to an impressive 160,000 in 2025.
Oh Da Young, a 21-year-old university student, was among those queuing at the Minumsa booth, carrying several thick literary classics. She finished 24 books last year, which is ten times the national average for adults. She aims to read even more this year, largely due to a small, casual reading group she formed with two friends. They exchange books and share reviews, keeping each other motivated. Oh prefers physical books, explaining that “when you actually buy a book with your own money, you really feel like you own it.”
Publishers adapt to younger tastes
Minumsa has become a model for how publishers are responding to the tastes of younger readers. The company reported a 23.8 percent increase in revenue in 2025, even as the overall trade book market declined by 6.9 percent. This strong performance pushed the publisher from 11th to 8th in the industry rankings, according to the Korean Publishers Association. One strategy that has helped attract a younger audience is the publisher’s YouTube channel, where editors discuss literature and recommend books in a casual, easy-to-understand style.
The surge in book fair attendance is also linked to social media trends, particularly the concept of “text-hip”—the idea that reading is a trendy and culturally significant activity. This trend has encouraged young people to share their reading habits online, using books as a form of cultural identity. Many visitors at the book fair were seen taking photos at publisher booths, eager to document and share their experiences. Social media has become an integral tool in spreading interest and excitement around books.
AI and books coexist in new ways
While some young readers are leveraging AI to enhance their understanding of literature, others remain cautious. Park Ji Yong, a 34-year-old university student, uses Google’s Gemini AI to help with complex literary references and to recommend books that match his interests. He reads up to 10 books a semester and said AI helps him pick the next books to read. Park’s approach aligns with the survey data, which found that “self-improvement” is the second most common reason adults in the country read, following “enjoyment.”
However, she believes the reading boom may be linked to the growing use of AI. Her theory highlights an interesting intersection between technology and traditional reading habits.
Not all young readers embrace AI. Kim Han Bi, 21, avoids the technology, citing concerns about the reliability of AI sources. Instead, she prefers to look up information in books and academic papers. Despite her caution, she acknowledges the growing interest in reading among her peers. She attributes this rise to a mix of cultural trends, a desire for personal growth, and the increasing role of AI in daily life. Whether driven by technology or not, the enthusiasm for books among younger South Koreans is clearly reshaping the nation’s publishing landscape.