Tsundoku, obi collecting and autumn reading: Rakuten Books survey
‘Tis the season for getting cozy with a good book – at least according to the most recent survey by Rakuten Books, Rakuten’s online platform in Japan for physical entertainment.
Over 10,000 users were quizzed about their habits, nearly 30% of whom revealed that they read every day, with another third reading at least weekly. Most prefer to sink into their books during relaxed weekend hours (57.9%) or in the moments before sleep (57.4%), making the most of the precious quiet hours of busy Japan life.
The survey was conducted ahead of Japan’s 78th annual Autumn Reading Week and highlighted a number of tidbits and trends observed among Japanese readers.
A culture of collection
One topic explored was reading-related experiences – relatable habits commonly shared among readers across Japan.
The phenomenon of tsundoku – a Japanese word describing the practice of letting unread books pile up – was revealed to afflict 46.6% of readers. On a related note, some 54.5% or respondents lamented a lack of bookshelf space to house their ever-expanding collections.
Another uniquely Japanese phenomenon concerns obi, the promotional paper bands that wrap around books bought in Japan, like the belt of a kimono. About half of regular readers carefully preserve their books’ obi, turning these temporary marketing materials into permanent treasures.
In the survey’s open responses, readers shared more intimate details about their reading lives. Highlights included: becoming so absorbed in books they forget to eat, methodically collecting every title by favorite authors and planning trips to locations featured in their favorite stories.
Generational divides
The survey also unveiled some intriguing generational differences in how Japanese readers discover their next book.
Younger readers – those in their twenties and thirties – still gravitate toward physical bookstores, preferring to browse actual shelves and handle real books. Meanwhile, their older counterparts – readers forty and above – have embraced technology, primarily using internet searches to find their next read.
Online bookstores have found their place across all age groups, consistently ranking the third most common discovery method regardless of age. While their primary discovery methods might differ, it’s evident that readers in Japan are comfortable mixing traditional and digital approaches to building their personal libraries.
The generation gap extends to reading preferences as well. Manga dominated among readers from their twenties through forties, challenging traditional notions about comics being primarily for young readers. Only among readers in their fifties and beyond did novels and essays take the top spot.
Book season is in full swing
In Japan, autumn has long been celebrated as a season of cultural pursuits, and reading holds a special place in this tradition. Asked what they associate most with the fall season, 59.1% of respondents chose reading, placing it second only to eating seasonal foods (74%).
Whether reading manga or novels, whether discovering books online or in stores, whether collecting digital files or carefully preserving paper obi, Japanese readers are finding ways to adapt their reading habits to contemporary life and preserve the magic of losing oneself in a good book.
