In the UK, the tale of a half-fairy, half-human woman has captured the hearts of readers this week, propelling a novel featuring the hybrid heroine to the top of the bestseller list. “House of Flame and Shadow” by Sarah J Maas, the third installment in the Crescent City series starring Bryce Quinlan, has swiftly become one of the fastest-selling science fiction and fantasy titles since its release on January 30th.

With 44,761 copies sold in its launch week, Maas’s latest work follows closely behind Terry Pratchett’s “Snuff” and Rebecca Yarros’s “Iron Flame” in terms of rapid sales, according to the Bookseller. The surge in popularity of the “romantasy” genre, blending romance and fantasy, owes much to authors like Maas and Yarros, whose novels attract massive followings through social media, particularly on TikTok, where related hashtags have garnered over 14 billion views.

Philip Stone of Nielsen BookData notes that while Maas has always enjoyed a dedicated fanbase, TikTok has propelled romantasy into a dominant trend in the book industry. This online enthusiasm has translated into real-world events, with Maas drawing large crowds at bookshops during release events and even surprising readers in New York City stores.

Waterstones and other bookshops also saw significant pre-orders and strong demand following the publication of “House of Flame and Shadow,” further cementing the novel’s success. Maas’s achievement marks the third consecutive week that a romantasy title has claimed the overall bestseller spot, a milestone in the industry’s history.

With over 40 million copies sold worldwide across 38 languages, Maas’s books continue to captivate readers, reinforcing her status as one of today’s most beloved authors. Kathleen Farrar, managing director of group sales and marketing at Bloomsbury, expresses delight at the overwhelming response to Maas’s latest release, underscoring the author’s enduring appeal and storytelling prowess.