At noon on Sunday, the third floor of Yongsan’s I’Park Mall in Seoul offered a compact map of what is famous among young Koreans: Instagram-famous desserts, fashion labels, electronic keyboards, anime and Harry Potter merchandise. In the middle of it all, visitors were quietly leafing through Virginia Woolf, Johann Wolfgang von Goethe, Ernest Hemingway and Jane Austen. They had waited hours to get there. The books were part of “Beyond the Sentence,” a temporary pop-up store by Minumsa, one of Korea’s best-known publishers, and character intellectual property brand Today’s Cuteness. Running from Aug. 11 through Tuesday, the pop-up turns the publisher’s familiar World Literature series and poetry books into collectible objects, pairing classic covers with deliberately loose, childlike illustrations and wide-eyed animal characters. The project will move to Busan on Aug. 28 until Sept. 30. The scene captures a growing publishing trend in Korea: books are no longer purchased only to be read. They are photographed, displayed, customized, carried and collected — a development ti