VOL.97/2026.08

 

The Export Case of Hello Baby

Women’s stories have strong appeal in the global literary market

 

2025.10.02

 

Published in March 2023, Hello Baby (EunHaengNaMu Publishing) by Kim Eui-Kyung is a novel that tells the stories of women struggling with infertility, an issue that has long been overlooked in our society. In recent years, infertility has become more common, and I even had acquaintances seeking treatment at clinics, but my knowledge was limited to the fact that the procedures placed a heavy burden on women’s bodies. For me, reading Hello Baby was a shockingly fresh experience, as the novel vividly and realistically depicts the treatment process and the psychology of women who choose to undergo it, making it feel almost like reportage. At the time, there was a steady demand overseas for women’s stories, and since attention was being paid not only to infertility treatments, but also to the social and cultural pressures imposed on women, in particular, I believed that women readers abroad would surely relate to Hello Baby.

 

 

The translation process of Hello Baby

 

One of the most crucial elements when it comes to export is preparing an English sample. However, because preparing a sample translation is a significant financial burden for publishers, most publishers actively utilize support programs run by institutions such as the Literature Translation Institute of Korea (LTI) or the Publication Industry Promotion Agency of Korea (KPIPA). Reflecting the overseas interest in women’s stories mentioned earlier, Hello Baby was considered for export potential, and soon after publication, we applied to several translation support programs with the aim of preparing a translation as quickly as possible. While waiting for results, we received an email from a translator who said the book had moved her deeply and that she wished to do the sample translation. However, since the results of the translation support programs had not yet been announced at the time, we had no choice but to reply that it was difficult to confirm a translation project in advance. Later, fortunately, Hello Baby was selected for KPIPA’s sample translation support program. We reconnected with the translator who had expressed interest, and work began on the English sample and synopsis.
That same year, EunHaengNaMu Publishing participated in the Frankfurt Book Fair. With extensive experience in exporting Korean titles and a consistent track record of publishing Korean literature, the company prioritized export meetings. Then, Shinwon Agency proposed a meeting with Peters Fraser and Dunlop (PFD), a UK-based literary agency. PFD was already well known for working with good literary authors around the world, so the proposal was a welcome opportunity. It was both surprising and thrilling to realize how much interest foreign agencies now had in Korean writers and literature. Additionally, since the English sample and synopsis were completed just before the fair, Hello Baby was fully prepared to head to Frankfurt.

 

 

The export process of Hello Baby

 

At the Frankfurt meeting with PFD, we presented a rights guide containing information on the rights sales of EunHaengNaMu Publishing’s titles and introduced books that might be of interest. PFD expressed the strongest interest in works dealing with women’s stories, so we immediately introduced Hello Baby. When they heard that the novel portrayed solidarity among women going to infertility clinics, with each chapter presenting the story of women from different backgrounds and ages, their attention was instantly drawn. They said it was exactly the kind of book they were looking for, and requested materials as quickly as possible. PFD also explained how they handle exclusive agency agreements and asked for our thoughts. However, because we knew from experience that a genuine evaluation after reviewing the manuscript was more important than initial enthusiasm, we hoped this would mark the beginning of a meaningful partnership with an agency interested in Korean literature rather than expecting immediate results.
After returning from Frankfurt, we sent the requested materials to PFD through Shinwon Agency. To our surprise, we received a proposal for exclusive representation of Hello Baby within just two days. Even more impressively, they had already contacted the translator who worked on the sample. While we had worked with agencies in exclusive formats before, such a quick and enthusiastic engagement from an overseas agency was unprecedented. What left the deepest impression was their concrete plan, laying out when and how they wanted to publish the book across the UK, the US, and Europe, demonstrating clear commitment to the export of Hello Baby. Although other agencies were also reviewing a contract for Hello Baby at the time, PFD’s proactive interest and concrete plans made it easy for both the author and the publisher to reach a consensus.

 

Hello Baby’s advancement into the European market

 

Less than a month after beginning exclusive representation with PFD, we received our first publication proposal from the German publisher Aufbau Verlag. It was a traditional literary house, and while the advance was considerable, what mattered most was that it was the first export contract for the author. PFD predicted that a German deal would open more doors in Europe, and indeed, soon after, publication proposals arrived from the Netherlands and the UK. In particular, a heartfelt letter from the editor at Fourth Estate, a HarperCollins imprint in the UK, deeply moved not only the author but also EunHaengNaMu Publishing.

 

 

Toward the end of 2023, PFD sought to secure additional contracts across more language markets before the year was over. As soon as news of the UK deal became known, Hogarth Books, part of Random House in the US, sent a pre-emptive offer, again with an accompanying letter from the editor addressed to the author. Having so often sent letters from editors when contracting important foreign titles, it was deeply gratifying to be on the receiving end this time, and for Kim Eui-Kyung, the experience could not have been more rewarding.
In just a few months, contracts were concluded in Germany, the Netherlands, the UK, and the US, soon followed by Italy, T?rkiye, and Japan - bringing the total to seven countries. The book is scheduled for publication this year in Germany and the Netherlands, and we look forward to the response from international readers. Reflecting on the export journey of Hello Baby, it seems clear that the enthusiastic dedication of the publisher, translator, and agency came together with perfect timing to produce such strong results. Personally, I was once again reminded how vital it is for a literary agency to have both conviction in a work and the ability to execute decisively. It is our hope that many more meaningful export experiences with precious Korean works will follow in the years to come.

 

 

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Written by Lee Hyae-Myung (Rights Team at EunHaengNaMu Publishing)