A new cultural phenomenon known as “Text Hip” is gaining traction among the MZ generation. The term Text Hip combines “text,” referring to written words, and “hip,” meaning trendy or cool, to describe a burgeoning trend that views reading as a fashionable and appealing activity. More than just a casual hobby, Text Hip reflects a deeper engagement with intellectual curiosity and serves as a means for individuals to showcase their cultural capital. This movement redefines reading as not merely educational but also as an expressive and stylish pursuit.

  The emergence of Text Hip highlights a paradoxical aspect of the digital age. In a world flooded with video content, the act of enjoying text has become a distinctive cultural statement. Amid the overwhelming presence of platforms like YouTube and short-form videos such as Shorts, the allure of the written word is finding a renewed spotlight. This trend reflects a growing appreciation for the charm of text in an era dominated by visual media.

  The rise of Text Hip is closely tied to the MZ generation’s desire for self-expression. Accustomed to sharing their daily lives and personal tastes on social media, younger individuals are now embracing reading as another way to showcase their identity. This trend is evident in the growing number of posts tagged with hashtags like #Bookstagram, #chaekstagram, where users highlight their reading habits and literary preferences. For the MZ generation, books have become more than just a source of knowledge—they are a canvas for personal expression. The Text Hip trend also reflects a generational yearning for analog experiences, driven by fatigue with overstimulating short-form contents. Ironically, the MZ generation—often labeled as digital natives—has assigned new value to traditional cultural activities like reading and physical books. This phenomenon is not limited to Korea but has grown into a global trend. The Guardian recently highlighted this resurgence, reporting that “Gen Z is turning back to paper books,” underscoring the revival of reading culture among younger generations.

  The recent Nobel Prize victory of author Han Kang has further ignited the Text Hip phenomenon. According to the online bookstore Yes24, sales of literary works such as novels, poetry, and plays increased by 49.3% compared to the same period last year during the week following the announcement of the Nobel Prize in Literature winner. In particular, not only Han Kang’s works but also books related to the themes she has explored saw a significant rise in sales. For instance, Father’s Land by Lim Chul-woo, which delves into the May 18 Democratic Uprising, experienced a nearly 33-fold increase in sales. Cultural critic Ha Jae-geun commented, “With Han Kang, a pure literature author, receiving the Nobel Prize, heightened interest could lead Text Hip culture to evolve into a more profound reading culture.”

  Searching the hashtag #Bookstagram on Instagram reveals over 6 million posts, where users share book covers and memorable quotes, creating a community centered around reading experiences. A, who runs the Bookstagram account “Bookclip,” shared his journey: “I initially used Notion to organize short summaries, my thoughts on books, and favorite passages. Later, upon a friend’s suggestion, I decided to start posting on Instagram.”

  The Text Hip trend is evolving beyond social media into diverse forms of book clubs. B, who runs a book club called “Reading Recipe” in Daejeon, shared, “It started with book discussions with a friend, and then I thought it would be fun to meet with others as well. Within three months, the group grew to 40 members. By setting simple rules, such as sharing the reading photos and summaries once or twice a week without restricting genres or topics, we have been able to keep the club active and engaging.” Korea’s largest book club platform, “Trevari,” recently launched 13 new book clubs dedicated to Han Kang’s works, three of which have already filled their memberships. This surge highlights the growing enthusiasm for reading spurred by the Text Hip trend. Moreover, unique spaces that combine reading with unconventional experiences are gaining popularity. Book bars, where people can enjoy a drink while reading, and cafes that encourage the exchange of handwritten letters are not only integrating reading into everyday life but also elevating it into a novel cultural experience.

  The Text Hip phenomenon is having a positive impact on the reading rate among younger generations. According to the 2023 National Reading Survey, the reading rate among those in their 20s reached 74.5%, the highest among all adult age groups. The 2024 Seoul International Book Fair, held last June, attracted 150,000 visitors, with those in their 20s and 30s making up 73% of attendees. This demonstrates that the Text Hip trend is evolving beyond a passing fad into meaningful reading activities.

  B stated “The influence of the Text Hip culture has led to an increase in members in their 20s and early 30s who want to share their reading habits. Even those new to books often find interest through the group.” A shared “Embracing the Text Hip culture has allowed me to carve out time in a fast-paced, short-form-driven world. By savoring the slow, deliberate act of reading one word at a time, I have developed a consistent reading habit rooted in the beauty of slowness.”

  Text Hip is also making a significant contribution to revitalizing the publishing market and the writer ecosystem. Authors are gaining opportunities to connect with new readerships, while publishers have a foundation to experiment with diverse marketing strategies. According to Kyobo Book Centre, the number of poetry book buyers in the first half of 2024 increased by 26.5% among those in their 20s and by 202.2% among those in their 30s, far surpassing other age groups.

  On the other hand, there are concerns as well. One of the main issues is the culture of showcasing. There is a tendency to focus more on posting book-related content on social media rather than the act of reading itself. Critics point out that this leads to superficial readings focused on surface-level impressions, as well as stress and reduced concentration caused by constant social media sharing.

  For Text Hip to become a sustainable culture in the future, it must evolve beyond a simple trend and develop into a culture of deep reading. B shared, “For Text Hip to avoid being just a passing fad, it is important for the people we meet through reading to continue into various cultural activities. This way, it can naturally blend into daily life.” A advised, “Books do not require us to worry about what others think. Some people hesitate, thinking, ‘The cover is too flashy, the title is too provocative, I cannot read it in public,’ but there is no need for that.” He added, “The absolute amount of reading is not what matters. Even if it is just one book, if it leaves a significant impact, that is what makes it meaningful.”

  Text Hip is helping to rediscover the value of books in the digital age, allowing individuals to express themselves through reading while fostering new ways to communicate with others. It is creating a cultural shift where books are not only a personal journey but also a means of connecting with a broader community. CBT reporter hopes that Text Hip will continue to enrich reading culture and become a new medium for intergenerational communication.