LTI Korea 
DLKL 
SIWF 
Expanding the Overseas Appeal of Korean Literature in Translation scrap
by Maria B. Campbell
November 21, 2014
I recently attended the Seoul International Book Fair in mid-June and was greatly impressed by the dynamism and multiplicity of the Korean trade publishers exhibiting there. Korean publishers are active in translating books from all over the world, especially from the Japanese and English languages. As a literary scout based in New York and working in 19 countries, it was an eye-opening experience to see books from all over the world displayed in the Korean publishers' booth. I was also surprised to see how many people are fluent in English and familiar with English language authors.
I met with Lee Chae Eun of LTI Korea to discuss Korean literature in translation and exchange ideas about the flow of Korean books in translation, particularly in the English language markets. The first thing to emphasize is that the U.S. is a country that translates very little from any language. The typically quoted statistic is that only three percent of books published in the U.S. in any given year are translations. This statistic makes translation from any language a near impossible feat. The one Korean author who has really broken through in the U.S. market in a significant way is Shin Kyung-Sook with her book Please Look After Mom.
Using this book as a case study, one can say that it was first and foremost an excellent novel with universal themes. Its translation was excellent as was its editing, marketing, and publication. It was a perfect storm of a publication that happens very rarely with a book in translation. Robin Desser, the book's editor, is one of the best working in the English language and Knopf, its publisher, is one of the best in the world. These two factors contributed greatly to the book's success and to the attention it received.
How to duplicate this experience for other Korean writers is a question that I pose myself and will discuss further in my comments. The first thing that is necessary is a great translation or sample excerpt in English, as this is the international gateway language for translation. LTI Korea with its formidable team is well-positioned to execute excellent translations. The next step is getting the translations in the hands of the right editors both in the U.S. and other countries. This work of connection often requires a capable agent or "connector" that has a good handle on the particular market in question and knows the right editors working with publishers who have the capacity to put a book on the world stage. The U.S. is often not the first port of call for books in translation as Americans like to see that a book has already been translated in several countries before they embark on a translation. An ideal interlocutor would be a person familiar with both Korean literature and the local literature who can serve as a bridge between the two cultures. Translators sometimes serve this purpose but there is always the need for a more objective third party who can advise an international publisher about how and why to bring a book to their market. Why not enlist some of the Korean agents who work in the market selling international books to also work more actively in selling Korean writers abroad? They travel frequently to book fairs and have contact with rights people, who in turn can introduce them to editors with an international perspective who would be interested in introducing Korean writers to their markets.
LTI Korea produces an excellent magazine that reviews many Korean books and addresses specific themes in Korean writing. However, more targeted profiles of single authors and single books could also supplement this work. Korean agents could advise LTI Korea regarding writers and books that have more "commercial" prospects and could be more easily marketed. This is not an attempt to "dumb down" the offering of Korean books but simply to broaden it.
An author like Michael Sandel has sold more copies in Korea than in any other country. Are there Korean authors with a similar profile? Nonfiction is an area that is often overlooked in translation. There must be authors writing about global economics, politics, and culture in Korea who have an international reach. North Korea is much in the news but remains a mysterious and impenetrable country. Who better than a South Korean to demystify it and write a compelling book for the international market?
International agents could also be enlisted to help introduce Korean writers to the world. There are now agents working in Hong Kong, London, and New York who are interested in widening their net of authors to include international authors. Literary magazines like Words Without Borders, Guernica, and The Paris Review to name just a few, all feature some international writers. Words Without Borders, for example, is completely devoted to international writers. It would be useful to research such magazines in France, Germany, the U.K., the Netherlands, and Sweden to collaborate and to help them introduce Korean writers.
LTI Korea has a broad reach among universities and academic communities that can also be tapped. Korean immigrants are a vital part of the U.S. More outreach to them would also be an asset in reaching the U.S. market as they are perfectly positioned to be liaisons. Young people who are first, second, and even third generation Korean-Americans have an interest in preserving their language and culture. What better way is there than to connect with books that can illuminate Korea? 
* Maria B. Campbell is the president of Maria B. Campbell Associates, Inc., a New York–based company that identifies books to be translated for the world market and for adaptation to film. Maria B. Campbell Associates currently scouts adult and children’s books for a distinguished roster of 19 publishers in Asia, Europe, Latin America, and for Warner Bros. She currently serves as the Co-Vice Chair of the Board of Directors for Words Without Borders (WWB), an international magazine promoting the world’s best writing and authors who are not easily accessible to English-speaking readers.
Writer 필자 소개
Maria B. Campbell
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