Switching Genres Leads to a New York Times Bestseller
Abigail Hing Wen was already well known for her bestselling Loveboat, Taipei series (adapted into Paramount’s Love in Taipei), and her USA TODAY bestseller Kisses, Codes, and Conspiracies.
But Abigail wanted to publish something new: her first middle grade fantasy, The Vale. And even with her name recognition, there was no guarantee her existing audience — or media — would follow her into an entirely new genre.
Rather than relying solely on her past success, our campaign repositioned Abigail as an author uniquely qualified to speak to today’s middle grade readers — a strategy that helped her reach the New York Times bestseller list.
Reframing Authority for a Younger Audience
Drawing on her former career as a tech executive, we framed The Vale as one of the first middle grade novels to explore ethical uses of AI: presenting technology as neither villain nor savior — but a tool shaped by human values. We emphasized Abigail’s concept of “clean AI,” highlighting how her story models ethical creativity by training its virtual world only on original or public-domain materials.
We also spotlighted the book’s inventive use of global folklore within an AI-generated fantasy realm, offering young readers a playful, accessible way to understand how technology learns from stories. Publishing with Third State Books — the only exclusively AAPI publisher — further strengthened the book’s cultural and educational relevance. Abigail and Third State also partnered on a simultaneous audiobook release and strategic events plan to further Abigail’s reach.
A New York Times-Bestselling Crossover
The campaign generated strong traction across literary, educational, regional and AAPI media. Literary coverage included Kirkus, Publishers Weekly, School Library Journal’s “Teen Librarian Toolbox”, YALSA’s The Hub, and Children’s Book Review. Coverage tied to a short film adaptation of The Vale starring Lea Salonga brought additional visibility through People and Fangirlish.
We also secured AAPI media attention from South China Morning Post, Sing Tao Daily, Mochi Magazine and The Sifu Mimi Chan Show, alongside regional features with ABC7 News and Pasadena Now. Educational outlets such as Our Classroom, Reading with Your Kids and How to Write for the Future amplified Abigail’s message around tech literacy and ethical creativity.
The Vale became an instant New York Times bestseller — Abigail’s first reappearance on the list since the launch of her debut novel, Loveboat, Taipei.
The Takeaway
Switching genres doesn’t mean starting from zero — it means telling the right story to the right audience. By reframing Abigail’s expertise and aligning her message with timely cultural conversations, we helped The Vale succeed as a true fresh start — and a confident step into a new readership.
