Why Did Former First Lady Kim Jung-sook Say 'I Want to Scream'? Behind the Scenes at the Seoul International Book Fair

The Seoul International Book Fair: A Literary Festival Like No Other

Did you know that the Seoul International Book Fair is Korea’s largest literary event, drawing over 500 publishers from 17 countries? This year’s theme, 'The Last Resort,' resonated deeply with visitors seeking comfort and inspiration through books. The fair, held at COEX in Gangnam from June 18 to 22, 2025, became even more special with the participation of former President Moon Jae-in and First Lady Kim Jung-sook as 'bookstore keepers' of Pyeongsan Bookstore. Their presence electrified the venue, with crowds gathering for a rare chance to meet the former first couple in person.

A Star-Studded Booth: Pyeongsan Bookstore's Debut

Pyeongsan Bookstore, operated by Moon Jae-in near his Yangsan residence, made its first appearance at the Seoul International Book Fair this year. The booth showcased 137 books personally recommended by Moon, ranging from literary classics to contemporary works. Visitors described the experience as surreal, with many expressing excitement at seeing the former president up close. The bookstore’s booth quickly became the fair’s most popular spot, with people lining up to greet Moon and Kim, take photos, and even receive book recommendations. The couple’s down-to-earth demeanor and genuine interactions left a lasting impression on attendees.

Kim Jung-sook’s Honest Moment: 'I Want to Scream'

In a candid exchange that quickly spread across Korean media and online communities, a visitor at the booth offered words of comfort regarding the ongoing protests and noise at the Yangsan residence. Kim Jung-sook replied, 'It’s still like that. I want to scream,' revealing the emotional strain the couple has endured. This moment resonated with many Koreans, who have followed the saga of persistent, often aggressive protests outside the former president’s home. The issue has sparked national debate about the limits of free speech, the right to privacy, and the responsibilities of both citizens and authorities.

The Yangsan Protests: More Than Just Noise

Since Moon Jae-in’s retirement, his Yangsan home has been the site of frequent demonstrations, many of which involve loudspeakers, abusive language, and even threats. Residents, most of whom are elderly, have reported significant distress, with some temporarily relocating due to the constant noise. The situation escalated to the point where a YouTuber was sentenced to a suspended prison term for defamation and insult, and the presidential security perimeter was expanded for safety. Despite legal actions and increased security, the protests have continued, highlighting deep political divisions in Korean society.

Community and Online Reactions: Sympathy and Frustration

Korean online communities like Theqoo, DC Inside, and Naver have been abuzz with reactions to Kim Jung-sook’s remarks. Many commenters expressed empathy, noting that no one should have to endure such harassment in their own home. Some pointed out the broader issue of protest culture in Korea, where freedom of expression sometimes crosses into personal attack. Others criticized the authorities for not doing enough to protect the former first couple and local residents. Positive comments praised Moon and Kim for their resilience and continued public engagement, while negative ones reflected ongoing political polarization.

A Cultural Perspective: Why This Matters to International Fans

For foreign readers, it’s important to understand the unique position former presidents hold in Korean society. Unlike in some countries, Korean ex-presidents often remain highly visible and are subject to intense scrutiny and political activism. The story of Pyeongsan Bookstore is not just about books; it’s about healing, community, and the search for peace in a divided society. The book fair appearance was a moment of connection, but also a reminder of the challenges that come with public life in Korea. Overseas fans of Korean culture can see in this episode both the warmth of Korean literary fandom and the passionate, sometimes turbulent, nature of Korean democracy.

Book Fair Highlights: Awards, Poetry, and Public Service

During the fair, Moon Jae-in participated as a presenter in the 'Best Books in Korea' awards, celebrating outstanding works across multiple genres. The couple also attended a poetry reading organized by Pyeongsan Bookstore, underscoring their commitment to promoting literature and cultural dialogue. Notably, all proceeds from the bookstore’s booth at the fair were pledged to public-interest projects, reinforcing their image as community-oriented figures. The event was a celebration of books, but also a testament to the enduring power of literature to bring people together—even in the face of adversity.

Healing Through Books: The Enduring Appeal of Pyeongsan Bookstore

Visitors to Pyeongsan Bookstore, both in Yangsan and at the book fair, often describe a sense of peace and healing. Naver and Tistory blog posts recount encounters with Moon and Kim, the joy of receiving personalized book recommendations, and the orderly, respectful atmosphere among fans. Many bloggers emphasize the bookstore’s role as a sanctuary not just for the former first couple, but for anyone seeking solace from the noise—literal and figurative—of modern life. In a society grappling with division, the bookstore stands as a symbol of hope, dialogue, and the quiet power of reading.

Looking Ahead: What the Future Holds

As the 2025 Seoul International Book Fair draws to a close, the spotlight on Moon Jae-in and Kim Jung-sook’s experiences raises important questions about democracy, protest, and the role of public figures in Korea. The story is far from over, but one thing is clear: the intersection of politics, literature, and community remains as vital—and as complex—as ever. For international readers, this episode offers a window into the cultural and emotional landscape of contemporary Korea, where even a book fair can become the stage for national conversation and personal courage.