The considerable popularity of young adult (YA) literature in Hungary since the late 2000s has significantly impacted the reading habits of Generation Z. This article investigates this segment of the Hungarian book market, with a focus on the YA fantasy genre. It does so through an examination of genre awareness, which according to Yves Reuter, refers to the processes by which a genre becomes self-aware and recognizable to its audience. The article presents an overview of the development of YA in Hungary since the year 2000, highlighting the significant role played by one publisher, Könyvmolyképző Kiadó (KMK). It also describes the role played by various other actors, such as the Hungarian Board on Books for Young People, the site moly.hu, reception communities and research groups in the institutionalization of YA literature. However, this institutionalization remains partial, with YA still considered as subordinate to children’s literature. The article ends with an analysis of the paratextual dimension of YA books in the Vörös pöttyös series published by KMK. Paratexts combine the textual and social dimensions of genre awareness, the first comprising the recognizable patterns and thematic elements of particular genres and the latter closely linked to genre-related reception practices and institutional processes. What emerges is that each individual Vörös pöttyös book is framed as a collectible object, with readers thus incentivized to purchase and collect the entire series...
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