Once upon a time, fantasy and romance lived in separate kingdoms. One was filled with dragons and quests; the other, with yearning glances and whispered confessions. Now? They’ve merged into a new, single, soaring genre known as "romantasy," and it's captivating Gen Z readers like few others.
Its influence is being felt throughout the publishing industry. I recently discussed this with a friend. He's a crime writer and is thinking about how he can weave elements into a new series.
It's not hard to see why. In a world that feels increasingly uncertain, romantasy offers emotional intensity and escape in equal measure. With sweeping magical worlds and high-stakes love stories, it's a genre that doesn't ask readers to choose between action and intimacy. Instead, it says: have both.
On platforms like BookTok and Bookstagram, romantasy is having a glittering moment. Search the hashtags and you'll find readers gushing over fae royalty, morally grey lovers, and brooding mages. Series like Sarah J. Maas's A Court of Thorns and Roses, Rebecca Yarros's Fourth Wing, and Carissa Broadbent's The Serpent and the Wings of Night dominate the discourse. These books are devoured, tabbed, annotated, and lovingly dissected.
The rise of romantasy also reflects a shift in reader priorities. Emotional resonance now holds as much weight as world-building. These novels don't just entertain—they validate feelings, celebrate vulnerability, and centre pleasure. Many readers are also drawn to how romantasy plays with power dynamics, agency, and identity in ways that feel fresh and affirming.
Where Did Romantasy Come From?
While the term "romantasy" feels distinctly modern, the roots of the genre stretch back decades. Early examples of romance woven into fantasy can be traced to the early 20th century, with works like Edgar Rice Burroughs’ A Princess of Mars and Andre Norton’s Witch World series. The modern romantasy blueprint, however, began taking shape in the late 20th century with books such as Emma Bull’s War for the Oaks and Robin McKinley’s Beauty, which placed romantic relationships at the heart of magical adventures.
The label itself first appeared online in the late 2000s, but it wasn’t until the 2020s that "romantasy" became a publishing buzzword. Publishers like Bloomsbury embraced it to market blockbusters such as Sarah J. Maas’s A Court of Thorns and Roses, which has become emblematic of the genre.
How TikTok Supercharged Romantasy Sales
The commercial impact of romantasy is impossible to ignore, with TikTok’s BookTok community acting as the genre’s most powerful engine. Short, enthusiastic reviews and creative videos have propelled romantasy titles to the top of bestseller lists and into the hands of millions of new readers.In the UK alone, romantasy sales soared from £15 million in 2022 to £27 million in 2023, while global sales hit $610 million in 2024. That's an 86% year-over-year increase, much of which is directly linked to viral BookTok trends.
Publishers and authors now actively court TikTok creators, knowing that a single viral video can drive sales spikes of 500-800% for a featured book. BookTok has also helped diversify the genre, giving a platform to indie authors and stories with greater representation, and turning romantasy into a movement as much as a market trend.
BookTok’s short-form, visually engaging content is perfectly suited to showcasing the drama and allure of romantasy. Hashtags like #romantasy have racked up hundreds of millions of views, and viral recommendations routinely propel books onto bestseller lists. Publishers and authors now actively collaborate with TikTok creators, and a single viral video can result in sales spikes of 500-800% for featured titles.
BookTok has also fostered micro-niches within the romantasy genre, such as dark romantasy or historical romantasy, each with its own vibrant community. The platform has democratised book marketing, allowing both traditional and indie authors to reach vast audiences directly.
Why romantasy resonates now
Romantasy’s current golden age is shaped by Gen Z’s desire for stories that blend escapism with emotional truth. The genre’s inclusive, female-led narratives and willingness to explore complex themes have made it a haven for readers seeking both adventure and affirmation. In a world on fire, who wouldn't want to read about saving kingdoms with the one you love?
Romantasy isn’t just a trend. It’s a movement, fuelled by a new generation of readers and the digital communities that connect them. And as long as there are hearts to be won and worlds to be saved, its reign looks set to continue.
Five of the Biggest-Selling Romantasy Writers and Books:
Yarros’s dragon-rider romantasy has dominated charts since its release, with sequels like Iron Flame and Onyx Storm breaking pre-sale records and trending globally on BookTok.
Broadbent’s vampire romantasy has become a cult favourite, praised for its dark, immersive world and complex romantic dynamics.
Hart is among the new wave of romantasy authors whose books have quickly climbed bestseller lists, thanks to strong social media buzz and a devoted fanbase.
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