The MC is completely oblivious, of course. He just thinks his customers' somewhat odd reactions are because they're ashamed of their personal issues. Perfectly normal. He’s kind and warm-hearted, often recommending healing books to customers who are going through a tough time. From time to time, he secretly promotes his own work too. As time goes on, the customers at Lin Jie’s bookstore develop a deep respect for him. They express their gratitude by bringing local specialties and seeking his professional opinion when selecting books. However, amidst the seemingly ordinary life of a bookstore owner, there are hidden secrets and mysteries waiting to be unraveled. The Genre and Artistry The MC is an avid reader and collector of books. He uses his transported to another world opportunity to take over a mysterious book store so he can live out his self taught amateur psychologist / life coach ambition by recommending books based on his conversations and observations of the customers.

Very similar concept of the protag being reincarnated/transmigrated into a fantasy world - although one is more magic based while the other is more on the cultivation and martial arts side. In both series all the world natives sense something incredible, unfathomable, and ridiculously strong from the protagonists and gain tremendously from interacting with him - even though the protagonist himself thinks he's a regular human and doesn't intend to help as much as he does. The "clueless op protagonist helps his friends and changes the world as he does" is a good comedic trope present in both stories. In this ongoing manhua, we witness the adventures of Lin Jie, who unexpectedly becomes the owner of a bookstore in another world. However, Lin Jie is not your ordinary bookstore owner. He possesses a kind-hearted nature and is always ready to recommend healing books to customers who are going through tough times. But there’s more to Lin Jie than meets the eye – he secretly promotes his own work as well. Over time, these customers begin to respect him greatly, some even frequently bringing local specialties to repay his favor. They often seek his professional opinion when it comes to selecting books, and share their experiences with this ordinary bookstore owner to people around them.

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