A library is an institution with the purpose and responsibility of guaranteeing the people’s right to knowledge and information, providing equal opportunities for reading activities, improving individual lives, and contributing to social and cultural development. In particular, the Seoul Library (SL) is designated as a metropolitan representative library under the ‘Library Act,’ with the role of establishing and implementing policies for the development of libraries and the promotion of a reading culture in Seoul. Accordingly, the promotion of a reading culture among Seoul citizens is one of the core missions of the SL.

However, during the COVID-19 pandemic period from 2020 to 2021, the national average decrease in the number of visitors per public library reached 69%, and as of 2022, the number of visitors had not recovered to pre-pandemic levels, showing a 43.9% decrease compared to 2018. And according to the National Reading Survey, the reading rate has sharply declined over the past 10 years.

Additionally, during the COVID-19 pandemic, as information technology became widely integrated into daily life and society rapidly shifted to a non-contact paradigm, the number of people experiencing feelings of depression or anxiety increased. According to the IFLA Trend Report (2021), one of the 20 trends in the information environment highlighted the need for physical spaces, with the necessity for social spaces being increasingly emphasized. Although the demand for safe spaces among citizens has been gradually increasing, libraries were unable to adequately meet this demand due to COVID-19.

Therefore, to create a ‘safe and enjoyable library,’ public libraries have sought to make a difference. They began expanding their digital services by utilizing online and non-contact technologies, and started transforming from cramped, closed spaces to open environments to meet users’ strong desire for in-person activities. To proactively respond to these changes in library environments, the SL initiated the ‘SOL’ project, a ‘Building-less Library’ that extends the concept of library spaces beyond traditional buildings to the outside. The SOL is a project aimed at expanding the three core elements of a library — ‘books’, ‘buildings’, and ‘librarians’ — to ‘contents’, ‘space’, and ‘staff’; leveraging the advantages of outdoor spaces to provide various services that allow users to enjoy a variety of library content. It has evolved from a space focused on reading and discussion to one centered on interaction and experience. Responding to the low reading rates and the demand from citizens for safe and enjoyable spaces, SL’s target demographic for the SOL to attract would be people who do not use libraries, aiming to increase the number of library users through proactive and specialized marketing.

The SL utilised the marketing mix strategy (4P’s) to increase the number of users, which involved:

  • Product
    Book services were provided without the need for a borrowing procedure, alongside free item rentals.
  • Price
    Based on citizens’ demand and proven results, they secured a larger library budget compared to other cities and provinces, which allowed them to offer free public services such as movies, concerts, and musical performances.
  • Promotion
    A dedicated officer for public relations was appointed to conduct professional promotions and actively expanded their advertising efforts to showcase their promotion materials even at public transportation and apartment signages.
  • Place
    Physical accessibility for users was enhanced by geographically expanding to areas leading to Seoul Plaza, Gwanghwamun Square, and Cheonggyecheon Stream (as a pilot operation), and by developing these convenient urban plazas into outdoor libraries.
Seoul Outdoor Library at Gwanghwamun

Through these strategies, the SL increased its total number of visitors (including those to the SOL) from 772,239 in 2022 to 2,446,738 in 2023, thereby achieving its goal of boosting the number of people using libraries. As a result, the increase in the number of users following the marketing strategy serves as an indicator of fulfilling the ‘demand for safe spaces’ and ‘contribution to increased reading rates’.

Currently, the SOL is being evaluated as an innovative library model. Beyond its marketing efforts, the SL has also won the ‘IFLA Green Library Award 2023,’ establishing itself as a leading advocate for enhancing environmental awareness for sustainable development as a representative library of Seoul. Moreover, by demonstrating both the demand from citizens and its innovation, the SL has expanded its operation year-round to include Cheonggyecheon Stream Outdoor Libraries along with the Seoul Plaza and Gwanghwamun Square in 2024. Librarians at the SL are constantly giving some thought to the development of library policies in Korea and are continuously striving to enhance new reading culture trends and increase citizens’ reading rates. In the future, they will plan various projects and introduce proactive and innovative marketing strategies to increase library usage among Seoul citizens, continuing their efforts on the front lines.

Seoul Outdoor Library at Seoul Plaza

Contributed by Seoul Metropolitan Library