In the Japanese publishing landscape, where countless print books from heavyweight houses have languished unnoticed post-publication, a rising trend of embracing diverse literary voices is blossoming, pushing for a broader, more inclusive representation in the publishing sphere. Armed with resilient passion, outside-the-box thinking, and an unwavering belief in the evocative power of words and narratives, independent publishers and bookstores, are navigating challenges in this fiercely competitive arena, broadening horizons for both authors and readers.

A unique Japanese sales and distribution model, known as the consignment sale system, has inadvertently paved the way for the rise of independent publishers. While this system allows retailers to minimize their financial risks by only paying for books they sold and returning the unsold ones, it places publishers in a precarious position. Under this model, publishers tend to ramp up production in anticipation of a book's success based on retailer demands, only to find that the actual market response falls short of expectations. Publishers, especially larger ones are pressured to lean towards a conservative stance, making them wary of investing in innovative or niche titles. Large publishing houses, fortified by substantial capital, are willingly to shoulder the financial burden of unsold inventory, reducing their motivation to adapt to changing market needs. By contrast, independent publishers operate with a different and unconventional mindset, freeing their minds from tried-and-true solutions. Their compact catalogs are nimbly adaptable within the consignment sales framework, highlighting what makes their books special for readers. Prioritizing a meticulously handpicked list of titles enables them to cultivate deep reader loyalty, with the adoption of print-on-demand services. That gives them an edge in flexibility and alignment with their dedicated readers.

The publishing market has become more refined to cater to niche readers, evidenced by a growing number of independent or small-sized publishers. According to Hanmoto.Com Association, dedicated to promoting book information from those emerging publishers, an online platform Hanmoto has carved out to enhance their visibility, has been resonating with its target publishers. The number of lesser-known publishers featured on their website has doubled over just five-year span, reaching 507 by April 2023.

Among the independent publishers making their presence felt in the market are Manyo Publisher in Takamatsu City, Kagawa Prefecture and Writes Publishing in Akashi City, Hyogo Prefecture. Manyo Publisher, operated solely by Ryo Sasaki who adeptly fulfills the roles as editor and author, has witnessed the increasing popularity of his reinterpreted version of Manyoushu, an ancient Japanese poetry anthology since its October 2022 launch. Starting from a limited run of 500 copies, the book titled with “I prefer being loved to loving” has been selling like hotcakes. By ingeniously translating the anthology’s ancient script into modern vernacular, Sasaki has captured the emotions of ancient times through the lens of modern youth. That unique take has struck a chord with today’s youth. Its widespread acclaim on the social media has skyrocketed its demand, pushing print numbers to exceed 100,000. Writes Publishing, powered by a dedicated team of seven, has seen some of its titles fly off the shelves. "Ryuji’s Style Supreme Recipes" written by a YouTuber known as Ryuji and "A Guide to the World of Dementia" are prime examples, with 230,000 and 170,000 copies sold respectively.

The publishing trend favoring diverse, unique, unconventional voices, often muzzled by mainstream publishers has echoed with the passion at the heart of independent bookstore owners. Their motivation for selling books is going beyond mere profit. They are revelling in the delight of introducing a potential reader to a cherished book, cultivating a budding reader’s appreciation for literature, or highlighting a debut author. 51-year-old Teruyuki Kotani, an ex-editor, opened his indie bookstore called Yoyo-sha in Ota Ward, Tokyo last year. He says, “In larger bookstores, countless titles are vying for attention, only to be quickly overshadowed by new ones. That means books with enduring value are often pushed aside. My aim is to foster a closer connection with readers by curating and showcasing titles tailored to their preferences.” Another indie gem is Iwata bookstore in Sunagawa City, Hokkaido, magnetizing many book lovers overwhelmed by the vast array of choices available. The owner has gained a high reputation through a unique project. He is meticulously selecting titles, each with a cumulative worth of 10,000 yen, based on an individual’s reading history, and shipping them directly to the reader’s home. The personalized touch has earned him gratitude from those who have benefited from his selections.