The Rise of Sleeper Hits in Contemporary Literature

In recent years, the phenomenon of sleeper hits—books that unexpectedly gain popularity long after their initial release—has become increasingly prevalent. These titles often do not receive significant attention upon publication but later find a second life through a combination of factors including online enthusiasm, strategic marketing, and cultural relevance. A notable example is Jacqueline Harpman’s dystopian novella *I Who Have Never Known Men*, which, after languishing for decades, sold 275,000 copies worldwide in 2025, marking a 143% increase from the previous year. Originally published in French in 1995 and translated into English in 1997, the book's resurgence was aided by its reissue in 2019, which included a new translation and cover design that resonated with contemporary readers.

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The timing of a book's release can significantly influence its success. Nick Skidmore, publishing director at Vintage Classics, noted that *I Who Have Never Known Men* gained traction following the political climate surrounding Donald Trump's inauguration, as readers sought narratives that reflected their uncertainties about the world. Similarly, Vincenzo Latronico’s novel *Perfection*, which explores the pursuit of aesthetic ideals, found its audience after being translated into English in 2023. Latronico observed that the cultural distance between his Italian roots and the Anglophone audience contributed to its appeal, as it struck a balance between familiarity and novelty.

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Mary Mount, publisher at Picador, highlighted the success of Toshikazu Kawaguchi’s *Before the Coffee Gets Cold* series as an example of literature providing escapism. Set in a Tokyo café where patrons can travel back in time, the series has sold over one million copies worldwide, with a significant boost from social media trends. Mount emphasized that these "cosy, comforting" narratives fulfill a desire for refuge among readers, particularly during challenging times.

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The physical presentation of books also plays a crucial role in their marketability. Publishers are increasingly investing in attractive designs that appeal to social media users. For instance, Fitzcarraldo Editions’ minimalist branding has made *Perfection* a cultural symbol among readers, while the rebranding of *I Who Have Never Known Men* has positioned it as a visually striking title. As Latronico noted, the book's themes of aesthetic appeal have mirrored its success on platforms like Instagram.

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Booksellers are instrumental in promoting sleeper hits. Bea Carvalho, head of books at Waterstones, explained that when a book begins to gain traction, they can amplify its visibility by placing it in more stores. This process often begins with grassroots enthusiasm or pre-publication buzz. Publishers have also developed programs to revive forgotten classics, recognizing that the right book can resonate with audiences when paired with timely marketing strategies.

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Despite the apparent success of these sleeper hits, there remains unpredictability in the publishing industry. As various stakeholders acknowledge, there is no guaranteed formula for success, and many factors can influence a book's trajectory. Latronico expressed skepticism about the repeatability of such phenomena, indicating that the rise of sleeper hits often defies expectations.

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• “A lot of people don’t know where we are, or how we got to this place, and were looking to fiction to help explain that.” — Nick Skidmore, Publishing Director at Vintage Classics

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• “Kawaguchi has created a world you want to return to,” — Mary Mount, Publisher at Picador

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• “The book is about things that look good on Instagram, and it has become a thing that looks good on Instagram itself.” — Vincenzo Latronico, Author

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The landscape of contemporary literature is increasingly shaped by these sleeper hits, revealing the complex interplay of cultural context, marketing strategies, and reader engagement that can elevate a book from obscurity to prominence.

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