On a rainy evening in Seoul, the ambiance of Chaeg Bar in the Mangwon-dong neighborhood sets the scene for a unique trend known as “text hip.” The bar, dimly lit and echoing classical music, features walls adorned with shelves overflowing with books, some available for purchase and others to read on-site. The menus, creatively designed, list cocktails named after literary classics, enhancing the literary atmosphere.

Patrons, immersed in the cozy environment, sip drinks while they delve into their chosen books, embodying the idea that reading can be not only enjoyable but also trendy. Chaeg Bar has captured the essence of “text hip,” where literature and socializing intertwine seamlessly.

This cultural movement is amplified by the influence of K-pop stars, such as Minji from NewJeans, who are making reading appealing to a younger audience. The ambiance, combined with intriguing cocktails and the charm of books, has turned this bar into a favored hotspot for late-night readers looking for a blend of relaxation and enrichment.