The need to read: Why Jakartans are going back to bookstores

JAKARTA – Bookstores are experiencing a resurgence in Jakarta, driven by a growing reading culture fueled by social media and a desire for community and in-person experiences, according to recent observations and data from the National Library of Indonesia.

The Return of the Bookstore

Major bookstore chains are expanding their presence in the city. Kinokuniya opened a new branch at Central Park Mall last November, with another planned for June at Kota Kasablanka, following earlier openings at Central Market PIK in 2023 and Plaza Senayan in 2024. Gramedia launched Gramedia Jalma in Melawai last July, focusing on international literature.

Independent bookstores are also thriving. Patjarmerah in Central Jakarta regularly hosts literary events, while Blooks in Blok S offers workshops like bookbinding and podcasting. The Transit Bookstore in Bintaro holds weekly silent reading sessions.

Behind the Revival

The National Library of Indonesia’s Reading Enthusiasm Index has risen for four consecutive years, from 55.75 percent in 2020 to 72.44 percent in 2024. The index measures weekly reading frequency, duration, books read per quarter, as well as internet access and usage.

Social media platforms like Bookstagram and BookTok are credited with driving increased interest in physical books. “We think that the interest to read has always been there, but now there’s better infrastructure for access and massive exposure through online communities,” said Wedha Stratesti Yudha, international project manager at Gramedia and part of the team behind its Water Lily Literary brand.

Handaka Santosa, president director of Kinokuniya Indonesia, noted a “strong regeneration of excitement toward printed books from Gen Z,” with young readers showing interest in a diverse range of titles, from Japanese comics to classics like The Brothers Karamazov.

The Third-Space Shift

Bookstores are evolving into “third spaces” – places that are neither home nor office, but offer a sense of community and connection. “At the core of it, we feel that there’s a desire for a sort of home,” said Handaka. “People don’t want to just buy books, they want interactions. They want a warm experience.”

Despite maintaining online storefronts, Kinokuniya reports that in-person sales remain dominant, accounting for 90 to 92 percent of total sales. Events like author meet-and-greets and critical discussions are increasingly important.

Wedha observed that many young readers now come to Gramedia Jalma to read as a group, a shift from the more solitary reading habits of previous generations. Randy Anthony, cofounder of Patjarmerah, noted that literary events have grown significantly in popularity.

For many, bookstores offer a low-pressure way to re-engage with reading, providing a refuge from the constant connectivity of modern life.