The Graphic and Media Companies Award is presented to Jasmine Darban, who has quickly become Sweden's biggest bookmaker with over two million followers on Tiktok. She is also the face of the publishing brand Fenix.
"It feels surreal to receive this award. I feel honored. Booktok is still quite new and it's cool that I, as a creator, receive the award – it feels awesome and innovative," says Jasmine Darban in a press release.
What is the key to her success? Young people don't like being told by adults to read – or the focus on problems and the reading crisis, she notes. On social media, it is instead "the passion of other young people" that influences them to pick up a book.
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