Cumulative Sales of 1.3 Million... Kyobo Bookstore Chaekhyang Gains Attention for Value Beyond Diffusers

Kyobo Bookstore's Book Scent Surpasses 1.3 Million Units Sold
Three-layered Fragrance Creates the Feeling of Reading in a Forest
Gaining Attention as a Brief Escape at Work
Popular Among Parents of Students Preparing for Exams

One of the reasons people pick up a paper book is its unique scent. The rustling sound when turning pages, the pleasant texture of the paper, and the subtle fragrance that spreads gently are reasons why paper books continue to be loved. Thanks to this charm, products capturing the 'scent of books' have also gained great popularity.

Kyobo Bookstore, 'The Scent of Page' products. Photo by Kyobo Bookstore

The first bookstore to commercialize the scent of books was Kyobo Bookstore. Since launching the brand fragrance "The Scent of Page" in 2018, cumulative sales surpassed 1.3 million units as of February 20 this year due to steadily increasing demand. Originally developed as part of the bookstore’s air conditioning system, it was turned into a diffuser product following consumer requests asking, "Can we buy the scent of Kyobo Bookstore?" This attempt to let people experience the unique scent of Kyobo Bookstore in everyday life precisely targeted consumer preferences and received great response. Subsequently, various products such as book scent sprays and scented candles were additionally released.

The book scent embodies Kyobo Bookstore’s brand philosophy of "a forest of books for everyone." To provide an immersive feeling as if reading in a forest, the fragrance was composed by blending citrus, phytoncide, herbs, and natural pine oil. The initial scent starts with the freshness of bergamot and lemon, passes through the greenery of eucalyptus, phytoncide, and rosemary, and finishes with the calm woody aroma of cedar and pine.

Sales of the book scent have steadily increased. In 2021, 180,000 units were sold; in 2022, 330,000 units; and in 2023, 360,000 units, gaining especially high popularity among younger generations. The largest purchasing age group was people in their 30s at 43.0%, followed by those in their 20s (21.9%) and 40s (21.5%) with similar proportions. This is analyzed as reflecting the consumption tendency of young people who connect their beloved objects with their lifestyle.

The book scent is also an effective means of conveying Kyobo Bookstore’s brand message. It evokes a positive image of Kyobo Bookstore. Kim Sunhwa (33), an office worker who uses the book scent spray, said, "When I’m tired at work and smell the book scent, I recall the moment of leisurely choosing books at Kyobo Bookstore on the weekend, which allows me to feel a moment of relaxation."

It is also popular among parents with students preparing for exams. Kim Sunae (pseudonym), who lives in Sadang-dong, Dongjak-gu, Seoul, and has a daughter in her last year of high school, said, "When studying at home, it’s easy for my child to lose focus, but since using the book scent, her concentration time has lengthened. The sense of stability the scent provides is significant, and it feels like being in Kyobo Bookstore, which helps her regain composure when her mind is scattered."

The range of book scent products is also expanding. Initially starting with diffusers, it has extended to room sprays and car air fresheners. On the 3rd, the empty bottle design was rebranded to resemble a book spine inserted on a bookshelf. Additionally, sachets (fragrance pouches) and fabric perfume products were newly introduced.

A Kyobo Bookstore representative said, "The book scent is not just a simple product but an important brand asset that offers readers moments of inspiration and immersion. Through continuous rebranding, we will provide more sophisticated designs and fragrance experiences, and strive to let readers feel the sensibility of reading in their homes, offices, cars, and everyday life."

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