Minumsa Bread: Book Covers Outsell Books

The 'Pokémon' bread, which features various animated characters, was an instant hit upon its release in the late 1990s. Though the bread itself was unremarkable in taste, children were drawn to something else: the 'Tteobuttteobusseul' stickers—Pokémon character stickers. Discontinued for years, sales resumed in 2022, and 10 million units were sold within just 40 days. Priced at 1,500 Korean won, the bread's stickers were resold on secondary markets for up to 100,000 Korean won. It was a case where the included merchandise outsold the product itself. ▶This phenomenon is not limited to bread. A few years ago, a coffee chain distributed bags to customers who collected stamps, prompting people to drink coffee solely to obtain them. The frenzy became so intense that the chain had to limit purchases per person. Last year, the National Museum of Korea surpassed 6.5 million visitors, partly due to crowds eager to acquire its various merchandise. ▶Books have now joined the trend. In late August 2026, Minumsa, a publishing company, collaborated with a convenience store chain to launch 'Minumsa Bread.' Using book covers from its World Literature Collection and poetry books as packaging, and including bookmarks designed to match the covers, the product sold over 350,000 units in just two weeks. Abroad, the famous Parisian bookstore 'Shakespeare and Company' sees merchandise like eco-bags and notebooks—sold in conjunction with books—account for 30% of its total revenue. Even books are stamped with the store's name and sold as merchandise. This marketing strategy targets those who want to showcase their 'purchasing experience'—such as 'Hamlet bought at Shakespeare and Company'—on social media. ▶Enjoying books not for reading but as a trend or unique purchasing experience is called 'texthip.' While it positively draws attention to books, it has limitations in boosting reading rates. Though crowds flock to the Seoul International Book Fair and sales of merchandise like bookmarks and keyrings rise, actual book sales remain stagnant. A decade ago, six out of ten adults read at least one book annually; today, only three do. ▶A few years ago, while interviewing European authors, I witnessed efforts to engage non-reading audiences. I attended a novelist's lecture, expecting casual conversation, but it was far from that. The author adapted a passage from his work into a play and performed it himself. After the performance, he sparked dialogue by linking the book's content to the play, offering a novel reading experience. I hope the interest sparked by 'Minumsa Bread' translates into genuine reading.