BookTok is shaping the publishing landscape in books and social media. The community on TikTok dedicated to creating content about beloved books has become a significant driving force in a market that is otherwise contracting. BookTok is spotlighting a genre that has never been hotter - romantasy.

Romantasy has blossomed into a colossal genre, largely thanks to BookTok. BookTok boasts a formidable presence with a staggering 220 billion views on the platform.

A Blend of Romance and Fantasy

Romantasy, the captivating hybrid genre combining romance and fantasy, has taken the BookTok community by storm. Publishers quickly describe their latest releases as romantasy, and bookstores prominently display tables filled with romantasy novels.

In his 2017 book "Hit Makers," journalist Derek Thompson identifies a popularity formula: familiarity with a gentle touch of surprise. Thompson asserts that the fusion of innovation with familiarity and diverse forms of exposure applies to the success of creations.

Romantasy achieves a fresh narrative by merging familiar trope-driven elements, such as enemies-to-lovers love stories and epic battles between good and evil, to create a fresh narrative.

This sudden shift in the love story dynamic departs from traditional young adult (YA) narratives, where love interests are usually predictable. The unexpected switch keeps readers engaged and adds an element of surprise to the narrative. It aligns with Thompson's formula for popularity: offering a familiar trope subverted just when readers least expect it.

Sarah J. Maas and the ACOTAR Series

BookTok enthusiasts, both adults and teenagers, enthusiastically share lengthy videos discussing their favorite romantasy books, with one name consistently reigning supreme: Sarah J. Maas. A prolific author since 2012, Maas has sold over 38 million books worldwide and boasts two successful YA series and an adult romantasy series, "Crescent City," launched in 2020. Her series "A Court of Thorns and Roses" (ACOTAR) holds a special place in fans' hearts, evidenced by the massive 8.9 billion views on the #acotar TikTok tag. 

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Maas is experiencing unparalleled success, surpassing even the blockbuster fantasy series "Harry Potter" from her publisher Bloomsbury. In 2023, Maas' books generated £61 million ($104 million CDN), outpacing "Harry Potter" sales, which stood at £41 million ($70 million CDN), according to an industry report shared with CBC News.

Maas' storytelling brilliance lies in blending familiar elements with unexpected twists. She often starts her tales with classic fairy tale narratives, giving them a girl power twist: "Throne of Glass" reimagines "Cinderella" with a lethal assassin, and "ACOTAR" puts a deadly huntress in the role of Beauty in "Beauty and the Beast."

Maas' uniqueness shines through in her adept subversion of tropes. In "A Court of Mist and Fury," she navigates love story complexities with enemies-to-lovers plotlines and the iconic single-bed inn scenario, crafting a captivating narrative.

Her worldbuilding pays homage to classic YA fantasy, with Prythian, the faerie land in "ACOTAR," inspired by Lloyd Alexander's Chronicles of Prydain, and "winnowing" echoing Madeleine L'Engle's "A Wrinkle in Time." Maas cleverly samples and remixes elements from established fantasy works, adding layers of familiarity for readers.

Yet, the true allure lies in Maas' willingness to play with light and dark tropes. Her characters embody beauty and vulnerability, traversing love triangles and darker narrative arcs. While some fans see this twist as a politically evolved take on problematic romance tropes, it also raises questions about the effectiveness of the critique.

Despite nuanced discussions, readers derive immense pleasure from Maas' stories. The satisfaction comes from the fusion of familiar tropes, subverted expectations, and the irresistible charm of romantasy. With her storytelling prowess, Maas remains undisputed in the romantasy genre.

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