In a vibrant scene reminiscent of a literary festival, a dedicated community of readers recently gathered for a Halloween event at a specialist bookshop, showcasing a cultural shift driven by young women. This is part of a significant boom in the romance and 'romantasy' genres, fuelled by social media platforms like TikTok and Instagram and a powerful desire for community.
The Social Media Spark: From Screens to Real-World Community
The surge in popularity is intrinsically linked to online spaces. BookTok and Bookstagram, the dedicated communities on TikTok and Instagram, have exploded since the 2020 pandemic. Here, readers, predominantly women in their 20s and 30s, share recommendations, dissect 'tropes', and celebrate 'morally grey characters'. This digital camaraderie frequently spills into the real world.
One reader, Jess, a 25-year-old teacher, exemplifies this trend. She began reviewing books on Instagram in 2020 and now reads between 200 and 400 books a year. Her online activity has led to tangible friendships, even influencing her living arrangements. "We initially connected over Instagram... and now we’re about to move in together next year as roommates," she explains, highlighting how shared literary passions forge deep connections.
Beyond the Bookshelf: Merchandise, Events and Dedicated Spaces
The enthusiasm extends far beyond reading alone. Pop-up shops for bookish merchandise, like the one hosted by Australian small business Books With Jess, attract queues down the block. Fans eagerly browse items celebrating their favourite genres, from dark romance to 'hockey romance'.
Despite being one of the fastest-growing genres in 2024 alongside science fiction, according to Nielsen BookScan data, romance often lacks dedicated space in traditional bookstores. Readers frequently turn to ebooks or seek out specialist retailers like Sydney's Romancing the Novel, whose owner, author Scarlett Hopper, notes customers often plan whole days around their visits.
A Genre Redefined: Romantasy, Dark Romance and Judgement-Free Zones
The modern romance genre is diverse and subgenre-driven. 'Romantasy'—a blend of romance and fantasy—has produced smash hits like A Court of Thorns and Roses and Fourth Wing. Meanwhile, entrepreneurs like the cousins behind Trilogy of Romance created their online store to provide a dedicated, judgment-free space for fans of darker, trope-driven stories.
"The reception has been incredibly positive," they say. "We’ve built a loyal, engaged community that supports not just our store but each other." Their bestsellers, both in books and merchandise, firmly sit in the dark romance category, proving the audience's appetite for complex, 'morally grey' narratives.
This movement represents more than a publishing trend; it's a cultural phenomenon where love for literature fosters identity, friendship, and a powerful, inclusive community, reshaping the literary landscape from the ground up.
