Growing up in Thailand, Sam Soa was surrounded by comic books that fueled her imagination. One series, in particular, left a lasting impression on her. It told the story of a family determined to save money by any means necessary. “They lived in a one-bedroom apartment, all slept in the same room to avoid using multiple air conditioners, and even roamed shopping centers collecting stray coins,” Soa shared with Mashable.
Inspired by such stories, Soa developed her own creative ways to save and earn money, like growing vegetables and selling them around her town by bicycle.
We met for coffee at the bustling Waterstones in Piccadilly, London, during a sweltering heatwave. While the air-conditioned, multi-floor bookstore was full of activity, it wasn’t Soa’s favorite. She gravitates more toward small, charming local bookstores, which she frequently highlights in her TikTok videos. Despite this, she couldn’t resist sharing a funny story about a tourist who had traveled just to visit Europe’s largest bookstore.
As we spoke, her personality was exactly what I expected—warm, fun, and thoughtful. With around 51,300 followers on TikTok, Soa has carved out a niche for herself as a micro-influencer. She’s not earning enough to quit her day job but enjoys a strong sense of community among her followers and fellow BookTok enthusiasts. For her, the joy of sharing content outweighs the pressure, and one perk she particularly enjoys is receiving free books from publishers to review.
Soa’s love for books and storytelling began early. At just 11 years old, she started her first book blog, “Sam Falling Books.” It was a way for her to connect with others who shared her passion. Back then, book blogging had a tight-knit community feel—bloggers would organize blog tours, share recommendations, and even become friends. Soa appreciated the quieter, more personal space that blogging offered, free from the performance pressures of today’s social media algorithms.
As a child, she spent hours at the library, often having to wait for popular books on loan. Instead of waiting, she decided to email publishers directly. Sam’s introduction was clear: “I’m Sam, a British teen who loves blogging about books!” If you have a review copy of (insert book title here), I’d love to review it.” To her delight, it worked.
Although her blog was put on hold during college, she noticed the rise of BookTok and decided to join the platform. Reflecting on her early days, she shared, “I saw others sharing book recommendations just like regular readers.” “They didn’t have to show their faces if they didn’t want to, and I thought, ‘I have so many recommendations too—I wish I’d started sooner.’”
However, Soa also recognizes the impact of overconsumption in the book world. As much as reading is celebrated, there’s increasing pressure to be seen as a reader, even if you’re not genuinely engaged. Celebrities have launched book clubs, and social media often romanticizes overstuffed bookshelves, creating a kind of toxic aesthetic. While Soa doesn’t discourage people from reading or buying books, she suggests rethinking the urge to accumulate more if unread piles are gathering dust in a corner.
“I couldn’t afford books when I was younger,” Soa reflected. “I used to borrow from the library and reach out to publishers via email.” But when young people see others with massive shelves, they might think they need all those books to be considered a real reader. I’ve become more cautious about that.”
That said, Soa admits she’s not immune to the temptation of book collecting. She often feels a bit embarrassed when she sees her own overflowing shelves. Now, she’s focused on buying fewer books and tackling her towering TBR (to-be-read) pile.
Beyond her thoughts on consumption, Soa uses her platform to engage with more serious topics. She’s involved in Operation Olive Branch and is part of a “BookTok Union” group chat with about 60 other creators. They share ideas, provide support, and discuss topics like fair rates for sponsored content.
Ultimately, for Soa, BookTok remains mostly about fun. She devours fantasy and romance novels, shares reviews, and posts videos of her emotional reactions to certain reads, connecting with fellow book lovers. She started her page to encourage herself to read more, and that’s exactly what it has done.
While she continues to navigate the balance between collecting and consuming, Soa remains driven by the same passion that got her started: her pure love of storytelling.
