VOL.93/2026.04

 

SAMTOH Publishing Co., Ltd.

Stories That Find Meaning in Everyday Moments

 

2026.01.05

 

We are living in an age of “dopamine addiction.” The quiet appreciation woven into everyday routines has gradually faded, replaced by a constant pursuit of stimulation. Yet, isn’t “true dopamine” found instead in the comfort and encouragement we receive at the end of a difficult day? Much like ordinary water, which becomes precious only when we are thirsty, a single sip of spring water can feel invaluable. Perhaps our relentless search for dopamine is not because daily life is too mundane, but because we have let gratitude slip past us as easily as water flowing away. Following is an interview with SAMTOH Publishing Co., Ltd. (“SAMTOH”), a wellspring for small but meaningful stories that find new life in book form.

 

 

It’s a pleasure to have you with us on K-Book Trends. Please introduce your company to our international readers along with the meaning of the company’s name, “SAMTOH.”

 

SAMTOH means “wellspring” in English. We strive to be a publishing house that offers stories like clear, clean spring water, stories anyone can drink in with peace of mind.

 

SAMTOH was founded on the philosophy articulated by its founder, Wooam (友巖) Kim Jae-Soon, former Speaker of the National Assembly: “to pursue happiness for ordinary people.” How has this founding principle continued and taken shape over the years?

 

Since its founding in 1970, SAMTOH has gone out into the world in search of stories that encourage people to feel just how precious and worthy of gratitude the small moments of ordinary life truly are. And so, for 55 years, the company has steadily served as a messenger, sharing those stories through books, children’s books, and magazines.

 

 

We went out into the world in search of stories that encourage people to realize how precious
and gratitude-worthy the small moments of ordinary life are.

 

 

SAMTOH has published works by many significant figures in Korean literature, including Pi Cheon-Deuk, Jeong Chae-Bong, Beopjeong Sunim (monk), and Sister Lee Hae-In, as well as Choi In-Ho, who serialized his novel, Family, for an extraordinary 35 years beginning with Monthly Magazine SAMTOH. What do you think has enabled SAMTOH to build such long-lasting relationships with these remarkable writers?

 

Just as stars cannot be seen in the daytime or beneath a sky filled with clouds, yet are undeniably there, the truths of the world exist even when they are not immediately visible. The writers of SAMTOH are like those stars. Without contributors who resonated with SAMTOH’s philosophy, and without the writings that gave form to that shared belief, SAMTOH could not have continued to exist as it has until today.

 

 

You have launched “SAMTOH Kids,” a brand for children and young people, as well as the humanities and liberal arts series, AURUM. What led you to establish these brands, and what messages did you hope to convey through them?

 

SAMTOH’s philosophy rests on two core principles. One is to pursue happiness for ordinary people, and the other is the belief that the world of childhood innocence is a spiritual home for all adults. In other words, we think that happiness and childlike innocence form the central axis of our lives. From this perspective, SAMTOH Kids represents our effort to return to that innocence, while AURUM is a series designed to support character education for adolescents. We believe that character is a form of competence, and that its foundation lies in aegiaeta (愛己愛他; loving oneself and loving others) and yeokjisaji (易地思之; the ability to place oneself in another’s position). Only by learning to love oneself can one truly love others, and only by looking beyond one’s own perspective to understand another’s can one live a happy life in the world. These series and brands were created to pass on to future generations the precious wisdom that experts from various fields have gained through a lifetime of dedication and study.

 

 

We created this series for the happiness and childlike innocence of ordinary people.

 

 

We believe that SAMTOH’s identity is rooted in the Monthly Magazine SAMTOH. Could you please introduce the editorial principles that have guided the magazine from its founding to the present? And, how have those principles evolved over time?

 

There is what we call the “3:3:3” principle. One-third consists of writing by professional authors; another third comes from people who may not be professional writers, but have led sincere and fulfilling lives; and the final third features stories of individuals who have led meaningful lives, but were unable to write themselves due to a lack of education. In the last cases, journalists visit them, listen carefully to their stories, and write them down on their behalf. This principle has been upheld consistently to this day.

 

 

There are growing calls for change across print media such as books and magazines. In what direction does SAMTOH hope to evolve?

 

The role of books as “carriers of knowledge and information” is now largely being fulfilled by the internet and AI. What remains for books is their ability to “convey wisdom.” This is the moment for books to further exercise their strength as repositories of wisdom.

 

Since 2000, SAMTOH has engaged in social contribution activities through the “Wellspring Donation Account.” Could you please tell us more about these efforts?

 

The Wellspring Donation Account is SAMTOH’s social contribution campaign, created to support individuals and organizations who quietly share love with their neighbors, much like a hidden spring. Each year, 1% of our book royalties is set aside to form the Wellspring Donation Account fund, which is then distributed to those in need. Over the years, we have met many people who were facing hardship or working to overcome it, and we have offered them both financial support and encouragement. While the total amount of the fund - approximately 130 million won - is not large, we believe it has served as a genuine source of help, like a spring of water, to those who received it.

 

Could you please introduce a book that made SAMTOH what it is today, a book that most embodies the spirit of SAMTOH, and a title you would like to introduce to international readers?

 

We would like to highlight the works of the late Professor Chang Yeong-Hee: The Miracles in My Past, the Miracles in My Future and Only Once in My Life. Professor Chang, both a scholar and a translator, was often described as a “missionary of literature.” The Miracles in My Past, the Miracles in My Future offered courage and hope to readers even as she was battling cancer, and it became an immediate bestseller after its publication in 2009. To this day, it continues to be loved by readers, having gone through more than 100 printings. Meanwhile, Only Once in My Life, Professor Chang’s first essay collection, brings together writings originally serialized in the Monthly Magazine SAMTOH. Even amid hardship, the book conveys hope and love, and it continues to pour a spring of hope into the lives of its readers.
To us, Professor Chang Yeong-Hee was someone whose thoughts, words, and actions were perfectly aligned. Her writings, too, were unmistakably sincere. Encountering her through SAMTOH was a great fortune, and publishing her books there feels like an extraordinary blessing.

 

 

Are there any titles currently under discussion for overseas rights export? We would also love to hear about the efforts you are making for international publication.

 

Another Solid Day, which explores how self-care can help build a resilient everyday life, is a book we believe will resonate with readers abroad as well. Also, Don’t Be Fooled! by fashion artist and painter Zion. J is an autobiographical picture book that reflects on the author’s childhood experiences. As Zion. J is actively engaged in exhibitions and art fairs overseas. We believe the book has strong potential to attract international readers. Meanwhile, Reading Other People’s Minds by cognitive psychologist Professor Kim Kyeong-Il offers clear and practical psychological insights for those struggling with human relationships. Because difficulties in relationships are a universal concern, we would very much like to introduce this book to readers around the world.
In particular, we would like to recommend What I Wanted to Become When I Was a Kid by Ko Jeong-Wook, who was shortlisted for the 2025 Astrid Lindgren Memorial Award (ALMA). In this essay collection, the author shares five values that helped him overcome discrimination and hardships because of childhood polio, and find inner strength. We also hope to introduce international readers to the work of Ko Jeong-Wook, one of the leading figures in Korean children’s literature, through titles such as The Boy Who Carries My Bag (Sakyejul Publishing) and My Very Special Brother (Daekyo Books Junior). In this way, SAMTOH continues its efforts to introduce a wide range of books - and the values it stands for - to readers beyond Korea.

 

 

We look forward to what lies ahead for SAMTOH as it continues to share sincere and warm-hearted stories. Could you please tell us about your vision for the future?

 

As mentioned earlier, SAMTOH will continue to do our best to discover and share diverse forms of content that allow people to recognize how precious - and how worthy of gratitude - the small moments of ordinary life truly are. We will not limit ourselves to paper books alone, but will keep seeking out such stories with the same sincerity, in every corner of the world. This is SAMTOH’s vision - and the promise we make to our readers.

 

 

---