Romantasy: How Sexy Fantasy Fiction Is Reviving The Publishing Industry

The Rise of 'Romantasy'

In buzzing online discussions, a new genre is taking center stage: romantasy. Combining romance with fantasy, this captivating style is reshaping the literary landscape. Rebecca Yarros’s 'Onyx Storm', the third installment in The Empyrean series, shattered records as the fastest-selling adult novel in two decades, with over 2.7 million copies sold in just its first week in early 2025, according to The New York Times.

This genre isn't just popular; it's profitable too. Bloomberg reported a staggering US$610 million in sales for romantasy in 2024, breathing new life into the publishing industry. This surge has piqued our interest as feminist marketing scholars, eager to understand the allure of these muscular faerie princes and dragon-filled tales among readers.

Empowering Women's Stories

Unlike traditional male-dominated fantasy, where male narratives typically lead, romantasy spotlights women protagonists and their romantic escapades. Here, women embark on hero journeys, exploring themes like good vs evil, medieval magic, and romance tropes like 'enemies to lovers' and 'forbidden love'.

"These stories let women explore fantasies and sexual desires that might be out of reach in reality," shared a reader from our study, highlighting the genre’s appeal. These books often get labeled as erotica but serve a deeper narrative purpose, showcasing consensual, female-centered pleasure.

The Female Gaze and Representation

Romantasy authors frequently focus on the female gaze, flipping the traditional male gaze by highlighting female power and desire. Unlike other fantasy works that often present women as passive objects, romantasy gives women agency and control in their narratives.

However, the genre isn't perfect. Criticisms include a lack of racial and sexual diversity, as seen in some popular books. Despite this, the stories resonate with many women, especially those from conservative backgrounds, who find inspiration in characters seeking their pleasure without shame.

Beyond Stereotypes

While the genre continues to flourish, critics call for more varied representations. Books like Heather Fawcett's 'The Emily Wilde' series and T Kingfisher's 'Paladin's Grace' explore diverse themes, while works by authors like NK Jemisin and Shannon Chakraborty introduce racial and ethnic diversity in fantasy with romance.

The hope is that the industry will recognize and promote these diverse stories, ensuring that the genre's growth includes all women. Through this lens, romantasy isn't just a trend – it's a transformative force in modern publishing.

Athanasia Daskalopoulou, Senior Lecturer at the University of Liverpool, and Anuja Anil Pradhan, Guest Researcher at the University of Southern Denmark, emphasize the importance of recognizing this genre's impact on empowering women's narratives.