VOL.93/2026.04

Knowledge

 

Book Funding: Getting Closer to Readers

 

 

2026.03

 

 

The landscape of the Korean book market has shifted significantly since the online bookstore Aladin launched its Book Fund in 2018. This crowdfunding style platform was designed specifically for the pre-promotion of new titles. By 2024, all three major online bookstores in Korea had integrated their own dedicated funding systems. This marketing strategy has now become so mainstream that it is considered a standard step for any Korean publisher preparing to release a new book.

 

 

The funding systems of online bookstores offer a closer connection with readers than specialized crowdfunding platforms. Once the funding period ends and general sales begin, every reaction left by readers accumulates on the product page and serves as a catalyst for initial sales. Fans of specific genres, authors, or publishing houses eagerly participate in projects they find appealing, such as long awaited translations, collector's editions, new releases, or re-covered editions. These fans often share news of the Book Fund through their social media channels and express their anticipation for the upcoming publication.

 

 

Participants in a Book Fund support a publication by making an “investment" in the form of a purchase. Although several benefits are designed for customers, such as priority shipping, exclusive Book Fund merchandise, listing investor names in the first edition, and extra loyalty points for short reviews, the motivation for participating cannot be explained by rationality alone. In an era of early morning delivery that surpasses even same-day shipping, choosing to participate in a Book Fund and waiting a month for delivery would be difficult without a deep sense of devotion to the book.

 

The number of published copies, which had been declining every year since 2018, finally rebounded slightly (2.7%)* in 2024, thanks to author Han Kang winning the Nobel Prize in Literature. As the market narrows day by day, Korean publishing houses have been striving to bridge the gap with readers by operating social media and YouTube channels to overcome the situation. Even though the market faces challenges, the number of visitors to the 2025 Seoul International Book Fair reached 150,000, and local book fairs as well as independent publishing fairs are being operated successfully. Certain readers desire to get closer to books, and this intimacy is transformed into a heart of support.

 

In the Korean publishing industry, where the first printing of a new book typically consists of around 2,000 copies, starting with approximately 200 pre-orders through a Book Fund provides significant momentum. However, the even more powerful impact of a Book Fund is the tangible confirmation that readers are truly waiting for the book. The funding period usually lasts about a month and often overlaps with the final stages of publication. This allows publishers to feel the real-time reactions of expectant readers, giving them the drive to push forward toward the official release. The “support comment" section on the Book Fund page is specifically designed to foster this kind of virtuous cycle.

 

Running a Book Fund can also be a source of pressure because the support of each individual customer is measured daily through their purchase. If a publisher invests significant effort into preparing merchandise but receives an unexpectedly low number of orders, they may end up focusing all their energy on promoting the pre-marketing campaign itself rather than the new book. For small organizations where small-batch production of various titles is common, this process can lead to the exhaustion of organizational resources. As the absolute number of books released through funding continues to grow, it has become difficult for first-time authors or publishers without an established fan base to capture attention through a sharp concept alone. For titles where a strong intimacy with readers has not yet been formed, proceeding directly to general sales may be a more effective choice.

 

 

I recently read the remastered edition of North Station (2025) by Bae Suah, which was published through the Aladin Book Fund. This first edition is a printed signed copy featuring an exotic postcard design on the endpapers. It includes a postcard with the author’s handwritten text from the title story, “The Owl," as well as another postcard printed with the names of the Book Fund supporters. This book is special to me. I hope that these literary adventures continue to create books that add another layer of special memories for readers and allow us to build the momentous event of a book’s publication together.

 

 

 

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Written by Kim Hyo-sun (Fiction and Poetry MD at Aladin)

Author of The Four Seasons of Oh Chun-sil. She has been selling Korean fiction at online bookstores since 2010. During the day, she scouts for new titles to promote to readers, and at night, she immerses herself in the books she truly loves to read.