In Russia, reader interest in legends and folk beliefs has grown noticeably. A major bookstore network reports a rising appetite for mythic narratives that connect culture, history, and imagination, reflecting a broader turn toward folklore in contemporary reading habits.
Industry data show that demand for mythology titles expanded by about 60 percent. In 2024, sales of books on popular beliefs surpassed 45,000 copies, which is roughly 17,000 more than the previous year. Interest centers on Russian, Slavic, and Asian folklore, with Scandinavian stories following as a popular niche among readers.
In 2024, the top five folklore titles included works led by Alexandra Barkova, featuring explorations of Slav Mits and tales about Veles. The collection also includes narratives about Mokoshi associated with the mythical bird Sirin and the legends surrounding Ivan Kupala.
Second on the list was Tao Tao Liu’s Chinese Myths: The Spirit of Dragons and Elements in Heaven, a volume that highlights figures such as the Monkey King and the Jade Emperor within a richly drawn mythic landscape.
Other prominent titles include Vladimir Ryabov’s Russian Folklore Demonology, Japanese Legends: The Call of Kitsune, and Joshua Friedman’s Slavic Evil, alongside Marina Golubeva’s work on natural spirits and harmful beings that populate traditional lore.
Nikolai Kun’s Myths of Ancient Greece drew substantial interest from young readers. Alongside Kun, 2024’s top children’s folklore selections feature Anna Milburn’s Myths of Ancient Greece for Children, Mikhail Saltykov’s 12 Hercules Sine, and Stefania Hartley’s Epics of the Russian People, reflecting a strong appetite for classic myth retellings and national storytelling.
The most popular folklore category remains children’s fairy tales, with sales surpassing 345,000 copies in 2024. Leading titles include Everything About Ded Morozovka, Fairy Tale Novels, Story 6 by Andrei Usachev, Malachite Box by Pavel Bazhov, and The Miracle Wonderful, illustrating persistent demand for magical and morally instructive tales among young readers.
Earlier, Russians showed notable interest in a film adaptation of a fairy tale featuring a frog starring Yura Borisov, underscoring how visual storytelling and literary folklore reinforce each other in contemporary culture.