The "Han Kang effect" is heating up the publishing industry, which had been struggling with a recession. In just five days after the news of Han Kang's Nobel Prize in Literature was announced, more than one million copies of her novels were sold. The ripple effect of Han Kang's achievement is also significant. The daily sales volume of all novels has surged more than tenfold. Many customers who came to buy Han Kang's books also picked up other novels placed nearby and headed to the checkout. Overall book sales have tripled as well.

According to the Integrated Publishing Distribution Information Network, daily book sales in October ranged from 3 to 5.1 billion KRW before the Nobel Prize announcement. However, on the day the Nobel Prize was announced, October 10, sales rose to 6.3 billion KRW, and soared to 9.3 billion KRW on the 11th. After a slight decrease over the next two days, sales increased again to 6.9 billion KRW on the 14th. Sales in the novel category increased dramatically. On October 9, 16,483 copies of novels were sold, totaling 240.36 million KRW. On the 10th, sales rose to 49,656 copies and 729.67 million KRW, and on the 11th, sales exploded to 123,512 copies and 1.78458 billion KRW. With book sales declining every year, the Korean publishing industry was on the brink of collapse. The surge from Han Kang's achievement has become a lifeline for the drought-stricken publishing sector.

Photo by Kim Byungkwan, courtesy of Changbi

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Industry insiders say that Han Kang's Nobel Prize in Literature is unprecedented in the history of Korean literature, and that the publishing industry is experiencing an event with no prior parallel, making it difficult to predict the full extent of its impact. Previously, the fastest Korean novel to reach one million copies sold was "Please Look After Mom" by Shin Kyung-sook. That novel was published on November 10, 2008, and surpassed one million copies in early September the following year, taking a full 10 months. At the time, "Please Look After Mom" was the first million-seller in eight years since "The Song of the Sword" by Kim Hoon, published in 2001.

According to major bookstores, about one million copies of Han Kang's books were sold within five days of the Nobel announcement. As of 4 p.m. on the 15th, Yes24 reported that 409,000 copies of Han Kang's books had been sold. Kyobo Book Centre and Aladin sold 333,000 and 230,000 copies, respectively. Authors typically receive 10% royalties from book sales. Assuming an average book price of 15,000 KRW, Han Kang earned about 1.5 billion KRW in just five days. Including overseas sales, the total could be several times higher.

Baek Wongeun, head of the Book and Society Research Institute, said that it is highly unusual for major bookstores to disclose specific sales figures for a particular book. Publishers typically do not reveal sales numbers. Many authors do not want their sales figures disclosed, and the complex distribution structure makes it difficult for publishers to compile accurate sales data.

Baek explained, "Publishers almost never disclose sales figures," and added, "When a book sells tens of thousands of copies, a commemorative edition may be released, and that's when the sales numbers become known." He continued, "This is probably the first time that the sales figures for Han Kang's novels are being reported in real time, almost like an auction race. The Nobel Prize in Literature is such an unprecedented event that it has led to an unprecedented situation."

A Kyobo Book Centre representative said that they disclosed the total sales for Han Kang's books, rather than individual titles, because they cannot reveal the sales of each edition without the publisher's consent. They also noted that it is extremely rare for Kyobo Book Centre to disclose sales figures at all, but the explosive sales warranted this exception.

Han Kang's books are experiencing shortages nationwide. They are difficult to find not only in major bookstores but also in secondhand and independent bookstores. On the afternoon of the 15th, Cha Kyunghee, owner of the independent bookstore Goyoseosa in Haebangchon, Yongsan-gu, said that all of Han Kang's books sold out the day after the Nobel announcement. On the 11th, a customer bought three titles: "I Do Not Bid Farewell," "White," and "Yellow Door Eternity." Soon after, another customer came in for "I Do Not Bid Farewell," but it was already out of stock. Cha Seunghyun, owner of another independent bookstore, Byeolchaek Burok, also said that all remaining Han Kang books sold out on the 11th.

On the 11th, citizens visiting Kyobo Bookstore in Jongno-gu, Seoul, are purchasing books by Han Kang, the Nobel Prize-winning author. The Swedish Academy selected Korean novelist Han Kang as the Nobel Prize in Literature laureate. Han Kang is the first Korean writer to receive the Nobel Prize in Literature. Photo by Kang Jinhyung aymsdream@

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Han Kiho, director of the Korea Publishing Marketing Research Institute, said, "Just as we had 'Park Seri Kids' and 'Kim Yuna Kids,' we may now see 'Han Kang Kids' in the literary world." He added, "Aspiring writers who once thought 'I can't become a novelist' now have a reason to dream. Literature, the core of K-content, has been steadily growing overseas, and this event has truly showcased the value of K-literature."