In a fascinating twist, ByteDance’s publishing arm, 8th Note Press, which launched digitally in 2023, has teamed up with New York indie publisher Zando to bring physical editions of their titles to US bookstores starting in 2025. According to the New York Times, print sales for BookTok-backed authors have surged, reaching a staggering 41 million units in 2024 so far—representing a 23% year-on-year jump. For comparison, print sales among older generations have only seen a modest 6% increase.
This pivot (oh yes, buzzwords aplenty) taps into a core element of BookTok culture: influencers like physical books they can display proudly on shelves and showcase in videos. And let’s be honest, it’s not just about the story. A hardcopy book on the shelf screams “status symbol.” The BookTok community thrives on the tangible, turning their reading habits into a collection they can show off—just like a trophy case, but with the added flair of colourful covers and eclectic titles.
So, are we
witnessing the rebirth of Mills and Boon for the Gen Z crowd? There’s a strong case for it. Plans for 8th Note Press include focusing heavily on “romantasy”—a buzzworthy genre mixing romance and fantasy that’s currently exploding on social media. The genre offers the ideal mix of escapism and emotional pull, perfectly aligning with TikTok trends.
This analogue comeback speaks to a larger cultural shift. We’re seeing a generation that grew up in the digital age seeking out physical experiences to balance their screen-centric lives. In the same way that vinyl records made a comeback, books have found their way back into the hands of younger readers, becoming objects to admire as well as consume. It’s the appeal of what’s real in an era dominated by the virtual.
What’s Driving This Physical Renaissance?
- Nostalgia for Tangibility: Gen Z may be the digital generation, but there’s something about holding a book that resonates on a different level. It’s an experience—one that an e-book just can’t replicate.
- Aesthetic Appeal: These aren’t just books; they’re decor. A curated bookshelf is now as much a personal statement as an art print on the wall. For BookTok creators, books are props that set a scene, a background that speaks volumes (pun intended).
- Romantasy Craze: Think fairy tales with a twist, love stories set in mystical realms, and escapist plots that sweep readers off their feet. The romantasy genre offers a recipe that hits all the right notes, particularly with young audiences drawn to worlds where magic is real and anything is possible.
How Many Do You Have?
The next time you’re scrolling through TikTok, take note of how often you see the #BookTok tag and notice how many books are filling the screens. It’s not just a passing trend but a reflection of a deeper need to connect with something real in an increasingly digital world.
If you’re a Gen X reader wondering if this is the Gen Z equivalent of Mills and Boon, you’re not far off. But today’s romantasy readers aren’t hiding their books under their mattresses. They’re proudly displaying them, sharing their passion with the world.
It seems we’re moving toward an era where the book as an object—solid, tangible, and visually appealing—is as much a part of the experience as the story within its pages. Now, the only question left is, how many do you have?