The 2026 Seoul International Book Fair, the largest book festival in Korea, kicked off yesterday (June 24), and the response has been overwhelming.

From "open runs"—lining up before doors open—to sold-out tickets, scenes typically seen at idol concerts are now unfolding at the book fair.

The area in front of the venue was packed with people even before the doors opened at 10:00 a.m.

It was not difficult to spot visitors pulling suitcases to carry the books and merchandise they planned to purchase.

Inside the venue, popular merchandise at some publisher booths sold out within just an hour of opening, and registration for author autograph sessions also closed within the first hour.

As more readers move beyond simply reading books to actively supporting and consuming content from authors and publishers, analysts suggest that reading is expanding beyond a hobby into the realm of "deokjil" (fandom culture).

As the book fair establishes itself as a cultural event rather than just a place to sell books, the consumption of related content is also on the rise.

On social media, content such as "recommended booths at the book fair" and "must-buy merchandise" is being posted one after another.

(Source: Seoul International Book Fair website)