Nippon Publishing Sales Co., Ltd.
[Nippan Research] 2023 Annual Bestseller Announced – Overall No. 1 is “A book that allows elementary school students to do mental arithmetic up to 19×19 in just one day” (Diamond Publishing) ……
Nippon Publishing Sales Co., Ltd. (President and CEO: Keiji Okumura, abbreviation: Nippon) announced on December 1, 2023, the “2023 Annual Bestseller” (collection period: November 22, 2022 to November 21, 2023) ) was announced.
[Summary of trends]
1. Sales tend to increase significantly due to introductions on TV and SNS, and title awards, perhaps reflecting the desire to purchase popular books from among a large number of books.
2. SNS such as TikTok has a great influence on comparing products and considering purchasing.
3. The influence of video content remains strong, with books created by YouTubers ranking highly
■Trends by genre
[Overall] “A book that allows elementary school students to do mental arithmetic up to 19×19 in just one day” ranks first overall! Overall, “A book that helps elementary school students do mental arithmetic up to 19×19 in just one day” was the number one bestseller of the year. This is the first time that it has ranked first overall in the educational genre, and it gained popularity when it was featured on TV in January 2023. Since then, it has been featured in numerous media outlets, and has been accepted by a wide range of people, not only as a fun way for children to improve their math skills, but also for its overwhelming ease of understanding and fun as a brain exercise for adults.
2nd place goes to “Great Pinch Zukan”. This picture book classifies the problems that occur one after another based on their severity and frequency, and introduces them from a unique perspective unique to children.It has become popular with men and women of all ages, as it can be enjoyed by adults as well. It also became a hot topic for winning eight picture book awards in just a year and a half after its release.
In 3rd and 4th place were “Henn na Ie” and “Henn na Picture” by horror author and YouTuber Amena. Although it is an occult mystery that started as a web article, it became popular through videos on X (formerly Twitter) and YouTube. It has also been decided that “Henn na Ie” will be made into a movie, scheduled for release in March 2024. The YouTube video for “Henn na Ie” has been viewed over 15 million times (as of November 30, 2023).
Talent and actor MEGUMI’s first beauty book, “You Can Be Beautiful With This”, ranked 7th. From over 1,000 beauty methods that she has practiced herself, she has carefully selected and introduced only those that were truly effective. Since it was featured on social media, it gained a wide range of support not only from women of the same age as the author, but also from men.
The 9th place “Pan Robo” is a very popular picture book series that started publication in April 2020. “Pan Robo: Onigiri Boya no Tabidachi” and “Pan Robo to Hokka Hokka” from the same series also ranked 15th and 17th. The reason for its popularity is that it has many elements that both children and adults can enjoy, such as the visual impact of the characters, the catchy title, the development of the story, and the surreal worldview. In addition to books, many related goods such as clothes, miscellaneous goods, and food are also on sale.
18th place was “Knowledge gained in my 20s.” It became a hot topic with hashtag posts on TikTok, and it shows the strong connection between SNS and young readers in their teens to 20s.
[Book Business] The number one spot in the business genre has finally changed hands! !
“What smart people think before they speak” took first place, and “90% of how people speak is how they speak”, which had been in first place for three consecutive years since the 2020 annual bestseller, was replaced in second place. “What Smart People Think Before They Speak” has a cumulative circulation of 370,000 copies. In addition to the effectiveness of online articles and newspaper advertisements, the cover’s soft blue-based design attracted female readers and greatly increased sales.
The 3rd place “Anyway Systematization” is Kodai Ando’s third book, following “The Leader’s Mask” and “The Demon of Numericalization”. The cumulative circulation is 220,000 copies, and the cumulative circulation of the series has exceeded 970,000 copies.
Looking at business books as a whole, there continues to be a strong interest in asset formation and asset management, perhaps due to concerns about the future such as rising prices and a weak yen. “How to make more money” and “Become a millionaire in one year” are ranked.
[Photobook] “Nogizaka46 Sakura Endo 1st photobook Karen” takes the 1st place “Nogizaka46 Endo Sakura 1st Photobook Karen” took first place. Due to the momentum of Sakura Endo, a centrally popular member of Nogizaka46, who also served as the double center for the single “Monopoly” released in December 2023, it achieved the number 1 spot even though it was released in October 2023.
“Saito Asuka Photo Book Museum” ranked in second place. After completing Nogizaka46’s graduation concert in May 2023, Asuka Saito’s book, which is the culmination of her idol activities, has attracted the attention of fans.
In third place is the photo book “Comdot Photobook JOURNEY Regular Edition” by Comdot, a group of five male YouTubers who ranked first in the best-selling photobook genre in the first half of 2023. Com.dot, which celebrated its 5th anniversary in October 2023, is still popular.
[Comic] “Jujutsu Kaisen” achieved consecutive victories. Top works remain popular
“Jujutsu Kaisen,” which ranked first in the best-selling comic genre in the first half of 2023, also ranked first in best-selling books of the year. The second season of the anime will begin airing in July 2023, including some of the most popular episodes of the original, “Kaitama/Tamaori” and “Shibuya Incident.” This also gave it a boost, and it maintained its top spot for the second year in a row, despite other works catching up.
In addition, for comics as a whole, there was no change in the lineup or ranking of the bestsellers in the first half of 2023, indicating the unwavering popularity of the top works.
■Nippon Publishing Sales is a publishing sales company (publication agency) responsible for the distribution of books and magazines. ■Our bestseller information is created based on POS sales data from approximately 3,000 bookstores, and comprehensively takes into account the sales situation at bookstores nationwide.
■The collection period is from November 22, 2022 to November 21, 2023. Precautions for use
◎Secondary use of this information to third parties for commercial purposes is strictly prohibited.
◎Every effort has been made to ensure the accuracy of this
information, but we cannot be held responsible in the unlikely event that there is an error in the information and any damage occurs. ◎When publishing this information in various media such as newspapers, magazines, websites, etc., please be sure to clearly indicate “Nippan research.”
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