BookXcess launches Brain Un-Rot Library to rebuild focus

Malaysian bookstore chain BookXcess has unveiled The Brain Un-Rot Library, a novel campaign aimed at reversing the effects of so-called “brain rot”, a growing phenomenon linked to declining attention spans in the age of social media.

The initiative brings together 100 of the world’s most beloved literary works and repackages them for modern audiences via TikTok. Released progressively over several weeks, the content adopts the fast-paced, fragmented style associated with short-form video consumption, but re-engineers it to promote deeper engagement with storytelling.

Rather than competing with digital habits, the campaign seeks to harness them. Using deliberately random, high-energy formats popular among Gen-Z users, classic and contemporary narratives are retold in accessible, modern language. Over time, the format gradually introduces longer text and richer plots, encouraging viewers to rebuild their capacity for sustained focus and eventually return to reading full-length books.

Prof. Stijn Massar of the National University of Singapore highlighted the urgency of addressing shrinking attention spans. “Our own research shows that people spend an average of 6 hours per day on their phones. Short-form video and endless scrolling are designed to make us increasingly hungry for flashy content and quick rewards. That means many people now don’t have the patience to sit through a 90-second video, let alone read a book. The Brain-Un Rot Library uses the addictive format of brain rot, re-engineered to foster engagement with the compelling narratives from real books, by real authors. I’m excited to see how we could reclaim our attention and rekindle our curiosity for thoughtful, meaningful, and deep engagement with written content,” he said.

The campaign’s launch comes amid mounting evidence of declining attention spans globally. Studies indicate that the average human attention span on digital devices has dropped sharply from 2.5 minutes in 2004 to just 47 seconds in 2024, driven by constant notifications, short-form videos, and infinite scrolling.

Physical spaces reinforce nationwide reading movement

Complementing its digital push, BookXcess has also introduced the first Brain Un-Rot Island at Sunway Library, widely recognised as Southeast Asia’s largest 24-hour bookstore. The curated space features a selection of titles spanning educational staples such as Animal Farm, Wuthering Heights, and 1984, alongside modern bestsellers including The Hunger Games and Foul Lady Fortune.

The launch event included a panel discussion featuring academic and literary figures, including Dr Catherine Lee Cheng Ean of Sunway University and Malaysian author Michael Low. Discussions centred on whether attention spans among young people are in crisis, and how digital platforms can be repurposed to support, rather than undermine, cognitive development.

Jacqueline Ng, Co-Founder and Executive Director of BookXcess, emphasised the broader implications of shrinking focus. “One thing that really concerns me is the impact that shrinking attention spans are having on youth today. Attention and mental health are closely connected, and it’s quite concerning to see how easily the younger generation loses focus after just a short while, even when they are genuinely interested in something. You can’t help but think about how this might affect them in their education and in their daily lives. That’s why the Brain Un-Rot Library is important to us — it’s our way of trying to support young readers and help them slowly build back the ability to focus and enjoy reading again,” she said.

She added that the campaign reflects BookXcess’ long-standing mission to make reading accessible. “BookXcess has always championed accessible reading. The human desire for stories has never disappeared. What has changed is the environment competing for our attention. With the Brain Un-Rot Library, we are experimenting with new ways to meet young readers where they are and slowly guide them back to the immersive experience of books.”

Distinguished Professor Dr Lim Weng Marc echoed these concerns, noting that attention fragmentation affects not only reading habits but also memory retention and critical thinking, with significant implications for academic performance.

Following the launch, Malaysians are encouraged to engage with the campaign, share their reading journeys, and gradually rebuild focus through small steps by exploring the initiative via BookXcess’ official TikTok page.