"What Makes This Bread So Special?" MZ Generation's Open Run... Minumsa Collaboration Bakery Tops Sales Charts Immediately After Launch

50,000 Units of GS25 Minumsa Bread Sold in Three Days
Randomly Included Bookmarks Spark Collectible Craze
Book Accessories and Book Fairs Also Gaining Popularity

Books are moving beyond the bookstore. In movie theaters, an epic poem nearly 3,000 years old is driving box office success, while at convenience stores, customers are engaging in "open runs" to obtain bread products featuring covers from the global literature series. Recently, as the so-called "Text Hip" movement that treats book reading and writing as a sophisticated and attractive culture spreads among younger generations, the phenomenon is not limited to the publishing industry but is also boosting the distribution sector, including movie theaters, convenience stores, and fashion platforms.

The classical literature craze can also be seen in convenience stores. GS25 collaborated with the publisher Minumsa to launch two bakery products on the 21st of last month, and they sold 50,000 units within just three days of release. Translated into sales, this amounts to approximately 150 million won, ranking first and second in sales among all bread products at GS25 immediately after launch. GS Retail

According to the film industry on August 26, Christopher Nolan's new film "Odyssey" has held the top spot at the box office for 21 consecutive days since its release, surpassing a cumulative 7.46 million viewers. With continued success into its fourth week, there is growing interest in whether the number of viewers will exceed 8 million and possibly reach 10 million.

The film’s popularity has not remained on the screen. As audiences have started exploring Homer’s original work "The Odyssey" and the Greek and Roman myths that serve as the backdrop for the story, this enthusiasm has spread to the publishing market.

'Odyssey' Success Spurs Interest in the Original and Greek·Roman Mythology

A promotional poster for Christopher Nolan's film Odyssey is displayed in a movie theater in Seoul, as the film surpasses 7 million viewers. Photo by Yonhap News.

According to Kyobo Bookstore, sales of books containing terms such as "Odyssey" and "The Odyssey" in July increased by about 600% compared to the same period last year. The demand is expanding not only for full translations but also for introductory books, commentaries, and children’s and youth editions. A similar trend has been observed in e-books. Millie's Library analyzed user data for a week from the movie's release date and found that searches for "Odyssey" increased by 3.3 times compared to the average before the release, while searches for "Greek Roman Mythology" grew by 3.6 times. Interest in "The Odyssey" itself soared by 4.7 times. In this way, one film is motivating readers to explore not only the literary original but also the entire world of classics and mythology.

Book sales related to the movie "Odyssey" have sharply increased ahead of the film's release. According to Kyobo Bookstore, the year-over-year growth rate rose from 87.5% in April to 595.5% in July. Interest has expanded through complete translations and commentary books. The Asia Business Daily

The classical literature craze is also evident in convenience stores. GS25, in collaboration with publisher Minumsa, launched two types of bakery products on the 21st of last month, and within three days sold 50,000 units. In terms of revenue, this amounts to about 150 million won, ranking first and second in sales among all bread products at GS25 immediately after launch. About 95% of the initial total supplied was sold, illustrating the enthusiastic response. The products feature designs based on Minumsa’s global literature and poetry collections. Classic works have been incorporated into products, such as the "Mocha Bun Milk Cream" inspired by "Pride and Prejudice," with one of 20 randomly selected bookmarks featuring Minumsa book designs included in each package.

The so-called "random draw" feature, combined with the text hip trend, has led to a wave of social media posts where customers certify which bookmark they received or reveal that they purchased multiple products to obtain a preferred design. With more consumers searching for inventory at different stores via the "Our Neighborhood GS" app, some locations are experiencing shortages. A queue even formed for the pop-up store featuring global literature editions from Minumsa at Yongsan I’Park Mall. In this way, classic literature—which was once regarded simply as "books one ought to read"—has recently expanded into the realm of collectible, experiential content that people want to own, show off, and experience.

'The Act of Reading' as a Consumption Culture

This trend is enlarging not only the market for books themselves but also for goods and services related to reading. Over the past three months, book accessory transactions on 29CM increased by 23% compared to the same period last year. On W Concept, between June and August 23, total sales of books and book-related items such as covers and clips grew by about 80% year-on-year. Sales of products for reading spaces—like lamps, desks, bookends, and foldable stands—rose by 215% during the same period.

It is analyzed that reading books has become not just an activity but a lifestyle consumption that includes choosing book covers, collecting bookmarks, and decorating reading spaces. The enthusiasm is also intense offline. The photo is an AI-generated composite image. ChatGPT

Experts say the act of reading is becoming a lifestyle consumption—not just finishing a book, but also picking book covers, collecting bookmarks, and decorating reading spaces. Offline enthusiasm is equally strong. The "2026 Seoul International Book Fair," held at COEX in Seoul last June, attracted around 160,000 visitors over five days—an increase of about 10,000 from the previous year. The venue buzzed not only with books, but also with goods, exhibitions, and experiential events, especially among young attendees, giving rise to the phrase "book open run."

This trend is set to continue into the fall with related events. In Chuncheon, the "2026 Korea Reading Festival" will be held from September 18 to 20 at Gongjicheon Amusement Park and Kim Youjeong Literature Village. Programs will include book fairs, lectures, performances, exhibitions, and experiences offering various ways to enjoy reading.

In the past, when discussing the publishing industry’s struggles, it was often said that "people no longer read books." However, recent trends tell a different story. Reading is diversifying—not just finishing a book from start to finish in the traditional manner, but moving from films to original works, attending book fairs, collecting bookmarks and covers, and reading outdoors. As interest sparked in theaters spreads to bookstores, then to convenience stores and online shopping platforms, "text hip" marketing that commercializes the reading experience is expected to expand even further in the distribution industry this fall.

This content was produced with the assistance of AI translation services.