VOL.84/2025.07

How Korean Books Are Conquering Russia: The Experience of MIF

2025.06.02

In recent years, Korean literature has been steadily capturing the hearts of Russian readers. One of the advocates of K-literature in Russia is MIF Publishing House. In this article, we explore how MIF made the strategic decision to publish Korean books, the titles that have already resonated with readers, and what the future holds.

Who We Are

MIF Publishing is one of Russia’s largest independent publishing houses. Since 2005, we have been producing high-quality nonfiction for adults and children, including books on self-development, business, psychology, art, and science, as well as fiction for adults, young adults, and younger readers.
Our backlist includes more than 5,000 titles, and we publish around 400 new books each year. Our authors range from bestselling international names to renowned Russian writers. We are active participants in the world’s leading book fairs — including the Frankfurt Book Fair, Bologna Children’s Book Fair, and London Book Fair.

Why Korean Literature?

Korean culture has long since ceased to be seen as exotic. From K-pop and K-dramas to webtoons, fashion, and skincare, Korean trends have become part of everyday life for millions of young Russians. Literature was the natural next step. At MIF, we recognized this shift early and began actively exploring the Korean book market. We were drawn to several key directions:

One of our editorial missions is to discover powerful foreign texts that resonate with and are accessible to Russian audiences. Korean authors excel at exploring complex themes, such as loneliness, anxiety, and emotional resilience, all with depth, subtlety, and empathy.

What We Have Published

MIF has introduced some of Korea’s most acclaimed and bestselling titles to Russian readers. Among our highlights:

and many more.

We also focus on children’s literature. Our edition of The Majestic Fox Tail (Changbi) has sold over 400,000 copies and remains a favorite among kids and parents alike. Fairytale-inspired titles like The Rainbow Goblin Store (Clay House) are also very popular.

On the non-fiction side, we are proud to successfully publish works such as:

These books offer insight into Korean mythology, mental health, and the balance between personal and professional life.

How Readers Are Responding

Korean literature is no longer a niche or novelty — it’s a growing and collectible segment. Both digital (LitRes, Wildberries) and offline bookstores (Chitai-Gorod, Bukvoed) are seeing increasing demand for Korean titles.
Series like Villains Are Destined to Die and The Majestic Fox Tail have become mega-bestsellers. For MIF, it is a true honor to publish these stories in Russia.
What resonates most with our readers these days:

Who Reads Korean Books in Russia - and How We Reach Them

MIF uses a 360-degree marketing approach to launch and sustain Korean books:

Each campaign is tailor-made for the book, combining:

Our Korean books are often selected as “Book of the Month” or “Series of the Month” in bookstores and receive priority placement on shelves, which in turn boosts sales.
MIF has also taken a long-term strategic step by launching its own lecture series called “The Korea Phenomenon.” This is a series of online lectures and expert-led discussions dedicated to Korean culture, society, and the arts. The series is hosted by an invited speaker with deep firsthand experience of living and working in Seoul.
The lectures attract a diverse audience — some are curious about Korea after watching K-dramas, others have been inspired by MIF’s Korean titles. While not directly tied to promoting any one book, this project significantly strengthens the publisher’s brand: MIF positions itself as a cultural guide to Korea, building credibility and trust among its readers.
Each lecture is accompanied by recommended readings, often drawing from MIF’s Korean nonfiction and fiction titles. This initiative aims to cultivate a growing community of culturally engaged readers who not only consume books but also actively explore the broader context of Korean society, history, and art.

What’s Next?

We are actively expanding our Korean catalog and keeping a close eye on new voices, genres, and formats emerging from the Korean publishing scene. At MIF, we believe Korean books are not a fleeting trend — they’re here to stay. With their emotional depth and fresh perspectives in both fiction and non-fiction, Korean titles continue to inspire, comfort, and challenge readers across Russia.
Above all, we see books as one of the most human and meaningful forms of cultural dialogue between countries, and we’re proud to be part of this ongoing conversation.

Written by Anna Nepliuieva (Head of Fiction Department, MIF Publishing House)