Sometimes, an old gem resurfaces, rocketing back into the spotlight and even topping sales charts, all thanks to a public figure's shout-out or past affection.
Case in point: Japanese superstar singer-songwriter Kenshi Yonezu recently name-dropped a 22-year-old book in a February 6th interview with Ongaku Natalie, calling it "fascinating." And just like that, his endorsement has turned it into an instant bestseller!
When Ongaku Natalie asked Yonezu about the most stimulating works he'd encountered in 2024—be it music, novels, or films—he pointed to "The Decline of Kyoyoism: Changing Elite Student Culture," a book by Japanese sociologist Hiroshi Takeuchi. Originally published way back in July 2003, making it nearly 22 years old, Yonezu praised it as "really interesting."
The book delves into how "Kyoyoism" (a concept of liberal arts education and cultured refinement that emerged during Japan's Taishō era) gradually declined after the turn of the 21st century, illustrating its points with various data and real-world examples.
Yonezu's glowing review clearly struck a chord with his massive fanbase, sparking a frenzy of reading and buying. By February 7th, the book had shot straight to #1 on Amazon Japan's "General Education" category bestseller list.
Publisher Chuko Shinsho confirmed the incredible demand on February 6th, announcing that "the book had already reached its 17th print run yesterday (Feb 5th), and today (Feb 6th), we've decided on an 18th print run!" Talk about a runaway hit!