Today, BookXcess launches The Brain Un-Rot Library, a groundbreaking campaign designed to help reverse the effects of ‘brain rot’, specifically the decline in reading focus caused by endless scrolling and bite-sized dopamine hits from social media.
Comprising 100 of the worlds best loved books, The Brain-Un Rot Library is being released over the next few weeks on TikTok. Utilising the fast-paced and deliberately random format of brain rot, it re-engineers the content to foster engagement with the compelling narratives from real books, by real authors – uniquely retold in native Gen-Z language.
The format also progressively builds longer text and richer storytelling, gradually re-training brains, ultimately guiding viewers back to immersive reading by engaging them in longer focus and, ultimately, books.
See The Brain Un-Rot Library here: https://www.tiktok.com/@bookxcess
Prof. Stijn Massar, National University of Singapore, commented on the phenomenon of brain rot:
“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.”
At The Sunway Library in Kuala Lumpur, the largest 24-hour bookstore in Southeast Asia, BookXcess also launched the first of its Brain Un-Rot Islands, a dedicated physical version of The Brain Un-Rot Library that will be rolled out nationwide across all BookXcess stores.
Comprising all the books ranging from hand-picked titles used in the educational curriculum, like Animal Farm, Wuthering Heights, and 1984, to modern classics and BookTok Hits like The Hunger Games and Foul Lady Fortune.
The event at The Sunway Library by BookXcess also featured a panel discussion with experts, including Dr Stijn Massar, a Research Assistant Professor with the Sleep & Cognition Lab at the National University of Singapore (NUS), Dr Catherine Lee Cheng Ean, Associate Professor, School of Communication and Media Studies, Sunway University, and Malaysian author Michael Low.
The panel explored whether young people’s attention spans are truly in crisis, how social media can be repurposed as a force for good, the science of neuroplasticity in retraining focus, and what the future of reading might look like as digital feeds and physical books blend.
The campaign could not have come at a better time, as according to research an individual’s average attention span on a digital devices have declined from 2.5 minutes in 2004 to 47 seconds in 2024, driven by how information is now produced, curated or distributed, and consumed, namely through a relentless wave of stimuli that included constant notifications, short-form videos, and infinite scrolling.
More importantly, research also revealed that reduced attention span has also disrupted the cognitive processes required for academic success, leading to fragmented learning and lower performance. As a result, students with shorter attention spans often receive lower grades and experience significant academic difficulties.
Speaking at the event, Jacqueline Ng, Co-Founder and Executive Director of BookXcess, explained the motivation behind the campaign,
“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 further added,
“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, Dean of Sunway Business School and Youngest Professor in the Malaysia Book of Records, added,
“We see firsthand how constant device use impacts our students’ ability to sustain focus in lectures and during independent study. Attention fragmentation doesn’t just affect reading; it affects memory retention, critical thinking, and overall academic performance. As a mission-driven fifth-generation university, Sunway University is proud to support initiatives like the Brain Un-Rot Library, which promotes lifelong learning by meeting young people where they are, speaking in a language they understand, and helping them rebuild the skills needed to succeed not only in the classroom, but in life.”
Following the launch, Malaysians can participate by watching and sharing Brain Un-Rot videos on TikTok (@bookxcess), discussing how reading habits have changed, and challenging themselves to start small — perhaps just one chapter a day — as they rediscover the joy of sustained storytelling. The movement’s ultimate goal is simple: one video, one chapter, one attention span at a time.