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The Korea Times

By Korea Times
On a rainy night on October 22, a dimly lit bar was filled with the sounds of classical music.
The bar’s walls were lined with shelves stacked with books, either for sale or to browse, with chalkboards inscribed with eye-catching quotes, hand-scribbled notes pinned here and there, and green hardcover menus listing cocktails named after literary classics.
Beneath soft pools of light, late-night readers were sipping their drinks and reading.
This is the scene at Chaeg Bar in Mangwon-dong, Mapo district, Seoul, which has become a popular destination for experiencing the concept of “text hip”.

The term conveys the idea that reading is cool.
This is a space where you can read, reflect and even create while enjoying a drink. The main patrons are university students from nearby and those in their twenties and thirties. They are part of the generation embracing “text hip” as a cultural trend.
Chung In-sung, the bar owner, describes it as “where the reading experience begins with perusing the cocktail menu”.
Patrons can enjoy a Moon and Sixpence cocktail, inspired by William Somerset Maugham’s characters in a story of the same name who drink absinthe, or The Stranger, a cocktail with Camus brandy, after the novel The Stranger by Albert Camus.

But how has this literary enthusiasm blossomed in a country where six out of 10 adults read less than one book a year, according to the 2023 National Reading Survey, which reports an overall adult reading rate of just 43 per cent?
Experts say that the “text hip” trend began with K-pop idols and other celebrities sharing their reading experiences.
For example, girl group NewJeans’ Minji was seen reading Edith Wharton’s classic novel The Age of Innocence in a music video, and girl group IVE’s Jang Won-young mentioned in an interview that she reads works by philosopher Arthur Schopenhauer and The Analects by Chinese philosopher Confucius during her downtime, both of which have sparked the interest of younger generations.
In a digital era dominated by video platforms like YouTube, print and old media are offering a surprising sense of freshness.
Cultural critic Ha Jae-geun said: “Like the trend of posting retro items like cassette tapes, CD players, video recorders and cameras on social media, books and text serve as a unique means to assert one’s individuality.”

“Text hip” culture often appears on social media platforms like Instagram, where people post photos of books they are reading, and on X (formerly known as Twitter), where users share extensive reading lists to show off.
Some provide recommendations on books “you should read if you want to look cool”. Thus, while some view “text hip” as a new cultural trend, others see it as a temporary craze and dismiss it as pretentious.
However, many experts argue that even if “text hip” has an element of pretension, there is no harm in it.
Well-known novelist Hwang Sok-yong, appearing on Son Suk-hee’s talk show Questions from Korean broadcaster MBC in August, responded to a question from an audience member asking if it was OK to blindly read classics just because a celebrity did. Hwang said: “It’s good. Better than a Dior bag.”

Literary critic Kang Dong-ho says: “There’s always an element of vanity in the desire to identify and express oneself or to show that one can enjoy something refined. But this vanity plays a role in expanding, advancing, and transforming culture.”
He also emphasised that, unlike luxury consumption, reading is far more beneficial and equitable.
Books are relatively affordable and accessible compared to other cultural products, with public libraries offering easy entry points regardless of social class.
“In Korea, when something becomes a trend, people often follow it en masse, creating hierarchies within it,” Kang said. “But if books are accepted as a medium that enhances personal value and the dignity of life, it could lead to a more diversity-respecting society.”

For “text hip” to grow across generations, sustained effort is needed. In fact, adult reading rates reveal a generational divide: while 74.5 per cent of adults in their twenties read last year, the rate fell to 47.9 per cent for those in their forties and 36.9 per cent for those in their fifties.
Today’s teenagers, accustomed to visual media, could also face challenges in developing good reading habits.
Han Ki-ho, director of the Publishing Marketing Research Institute, said: “Kids are already drifting away from text. We need a wide variety of ‘priming books’ to help ease them into reading.
“If we don’t cultivate readers like this, it’s unrealistic to expect that children will just start reading as they grow up.”
Shin Ji-young, a professor of Korean language and literature at Korea University, said: “After author Han Kang’s Nobel Prize nomination, her books sold over a million copies – an incredible achievement in Korea’s current publishing industry.
“I hope this opportunity serves as a wake-up call for us to boost our national reading rate, fitting for a country that has produced a Nobel Prize-worthy author.”
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times. STORY FOR PRINT ENDS HERE
Read the full story at The Korea Times


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Koreans read books while sipping cocktails at a bar in Seoul, hip to the ‘text hip’ trend

A book by Murakami Haruki at Chaeg Bar in Seoul. K-pop stars like NewJeans’ Minji are making reading cool – as is the bar, where you can read, relax and drink at the same time. Photo: Instagram/@chaegbar

A toast goes up at Chaeg Bar, owned by Chung In-sung, in Seoul, South Korea. Photo: Instagram/@chaegbar

Books for reading at Chaeg Bar, a space where you can read, reflect and even create while enjoying a drink. Photo: Instagram/@chaegbar

Minji, a member of the group NewJeans, is seen reading The Age of Innocence in the music video for their song Bubble Gum. Photo: YouTube/HYBE

Chaeg Bar has become a popular destination for experiencing the concept of “text hip”. Photo: Instagram/@chaegbar

The Vegetarian by Nobel Prize-winning author Han Kang can be found at Chaeg Bar. Photo: Instagram/@chaegbar

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A scene from tvN’s hit series “Queen of Tears” shows its main character Baek Hyun-woo (Kim Soo-hyun) crying after drinking beer. Courtesy of tvN

Ryujin of K-pop group Itzy drinks alcohol during an episode of Nothing Prepared. This and other YouTube chat shows, as well as K-dramas, are being criticised for promoting alcohol consumption to young viewers. Photo: YouTube

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South Korean author Han Kang, who won the 2024 Nobel Prize in Literature, in Seoul, in October 2024. Photo: AFP

The cover of Yi Mun-yeol’s The Poet, which Brother Anthony translated in Britain decades ago. Photo: Harvil Panther

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Marco Li Ka-chi of Kwan Kee Bamboo Noodle balancing on a bamboo pole to make noodles. Photo: Llewellyn Cheung

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Roast goose with lai fun rice noodles. The thicker, neutral-tasting noodles are perfect for absorbing the flavours from the roast goose and broth. Photo: Llewellyn Cheung

Lifestyle

Arts & Culture

Food & Drink

K-pop stars like NewJeans’ Minji are making reading cool again. Chaeg Bar in Seoul is lined with books to read and serves literary cocktails


K-pop stars like NewJeans’ Minji are making reading cool again. Chaeg Bar in Seoul is lined with books to read and serves literary cocktails.
