Why romantasy books are having a moment - What in the World podcast, BBC World Service

Key Concepts

• Romantasy: A hybrid genre blending romance and fantasy elements, characterized by strong female protagonists, powerful (often morally grey) love interests, and fantastical settings.
• BookTok: The reading community on TikTok, a significant driver of the romantasy boom.
• Tropes: Recurring themes or plot devices common in literature, such as “enemies to lovers” and the “shadow daddy” archetype.
• Shadow Daddy: A popular character archetype on BookTok – a dark, powerful, and alluring male figure.
• Portmanteau: A blended word (like "romantasy" itself) combining elements of two others.
• Spiciness (Chili Emojis): A rating system used on BookTok to indicate the level of erotic content in a romantasy novel.

The Rise of Romantasy: A BookTok-Driven Phenomenon

This episode of “What in the World” from the BBC World Service explores the surging popularity of the “romantasy” genre, a blend of romance and fantasy fueled by the online reading community on TikTok, known as BookTok. The discussion details the genre’s characteristics, its financial impact, and the cultural factors driving its success.

Genre Definition and Core Elements

Romantasy is defined as a genre where a female protagonist discovers hidden powers and falls in love with a powerful, often brooding, “anti-hero.” This figure, frequently dubbed a “shadow daddy” on BookTok, is typically described as physically imposing, possessing dark powers (like control over darkness, symbolized by “leathery wings”), and exhibiting a “bad boy” persona. The core plot often revolves around an “enemies to lovers” dynamic. The genre isn’t entirely new, drawing parallels to classic literature like Shakespeare’s Hamlet and the “Byronic hero” archetype – a rebellious, romantic, and often flawed character.

Financial Impact and Sales Data

The financial success of romantasy is substantial and rapidly growing. Bloomberg reported estimated sales of $600 million in the US in 2023, a significant increase from approximately $450 million the previous year. In the UK, fiction revenue exceeded £1 billion for the first time, with fantasy and romance identified as key drivers of this growth by the Publishers Association. Nielsen BookScan data indicates that romance and fantasy sales reached record highs, even surpassing the peak sales of Harry Potter in 2007 and Fifty Shades of Grey. Specifically, the first book in the A Court of Thorns and Roses series, released in 2015, was the fourth best-selling book in the UK last year.

BookTok’s Role and Demographic

BookTok is identified as the primary catalyst for the romantasy boom. Over half of romantasy sales last year were attributed to women under 35, with male sales accounting for only 16%. Fans interviewed highlighted the genre’s focus on strong female characters navigating new worlds, discovering their power, and forming meaningful relationships. Industry experts, like Katie Fraser from The Bookseller, compare the BookTok fanbase to “Swifties” (Taylor Swift fans), noting their willingness to purchase multiple editions of beloved books. There are over 1.7 million videos using the #romantasy hashtag on TikTok.

Popular Titles and Tropes

A Court of Thorns and Roses (Sarah J. Maas) is cited as a “gateway” series into the romantasy genre, featuring a protagonist swept into a magical realm and held captive by a captivating, yet complex, Lord. Key tropes discussed include:

• Enemies to Lovers: A central plot device where characters initially oppose each other but eventually develop romantic feelings.
• Shadow Daddy: The dominant male archetype, characterized by darkness, power, and allure.
• Beauty and the Beast Retellings: A common framework for romantasy narratives.

Addressing Stigma and Erotic Content

The discussion acknowledges the historical dismissal of romance as “chick lit” or “trashy,” but notes a shift in societal attitudes, with people becoming more comfortable openly enjoying their preferred genres. The genre’s explicit content is also addressed, with BookTok users employing a “chili emoji” rating system to indicate the level of eroticism. Book agent Rebecca Finch argues against the label of “fairy smut,” emphasizing that many romantasy novels depict healthy sexual relationships centered on female pleasure.

Future Outlook and Industry Response

Publishers are actively investing in the romantasy genre, signing debut authors and even acquiring fan fiction for publication, indicating confidence in its continued success. Adaptations of popular romantasy series, such as A Court of Thorns and Roses and Fourth Wing, are underway with major production studios, mirroring the impact of adaptations like Game of Thrones and The Hunger Games. However, the long-term sustainability of the trend is uncertain, as market saturation and shifting tastes could impact its continued growth.

Sarah Wendell’s Perspective on Romantasy

Sarah Wendell of Trashybooks.com defines romantasy as a fan-generated portmanteau that allows readers to specifically identify the type of story they are seeking. She emphasizes that the promise of a happy ending, inherent in the romance genre, is a key appeal, offering reassurance and a sense of resolution in a chaotic world. Romantasy stories are seen as explorations of power dynamics, where underestimated characters gain agency and strive for justice.

Synthesis

The romantasy genre’s explosive growth is a testament to the power of BookTok and the demand for stories that combine escapism, strong female characters, and passionate romance. While its long-term trajectory remains uncertain, the genre’s financial success and cultural impact are undeniable, representing a significant shift in the publishing landscape and a re-evaluation of the value of “guilty pleasures.”