How Fantasy Balls and BookTok Turned Romantasy into a $471M Industry

Six hours into a fantasy ball, I found myself watching Zach Harrison sweat beneath six-foot bat wings, clad in handmade leather armor, surrounded by hundreds of enchanted fans. He wasn't just acting—he was becoming Cassian, Lord of Bloodshed, the 500-year-old fae warrior from A Court of Thorns and Roses by Sarah J. Maas. And this wasn’t just a costume party. This was a movement.

       Image: Cath Virginia / The Verge, Getty Images, Zach Harrison

Like millions of others, I got swept into the romantasy craze thanks to TikTok’s book community. I didn’t expect that my love for fictional fae warriors and dragon-riding lovers would one day take me to real-life fantasy balls. These events, where you get to dance with characters like Azriel or Rhysand, aren’t just cosplay—they're living fan fiction.

TikTok has amplified this genre beyond belief. The hashtag #romantasy surged over 300% last year alone. Today, romantasy is not only dominating bestseller lists—it’s fueling an entire ecosystem of events, performers, creators, and even academic courses.

Why Romantasy Is More Than Just Escapism

Romantasy—where romance meets fantasy—offers more than just page-turning drama. It’s a genre largely shaped by women and queer voices, and it creates space to explore identity, desire, and emotional safety. Netta Baker, a Virginia Tech instructor who studies the genre, said it best: if people have shamed us for reading romance for 50 years, it must be powerful.

Books like A Court of Thorns and Roses and Fourth Wing allow readers to experience powerful yet respectful love interests—the kind that slay enemies, not boundaries. These “Shadow Daddies” (as fans call them) may be winged warriors, but they’re also fiercely devoted soulmates.

The Fantasy Ball Scene: From Fiction to Ballroom

I attended one of these balls myself, and let me tell you—it’s an experience. Held in grand locations like San Francisco City Hall, these events aren’t cheap. General admission runs from $100 to $400, while costumes can run into the thousands. Performers stay in character for hours, dance choreographed routines, and even offer VIP one-on-one moments.

People like Shaun Wada and James Jericho, who blend TikTok popularity with real-life performances, have invested heavily in this scene. Wada alone has poured $15,000 into costumes and training. It’s not always profitable, but it’s deeply meaningful.

“There’s a blurry line between performance and performer,” Harrison told me. “You want fans to feel safe, respected, and part of the story.”

Why the Romantasy Boom Isn’t Slowing Down

The genre is now a $471 million industry. It’s not just books—it’s themed nights at Fenway Park, OnlyFans content, reading retreats in the Catskills, and TikTok creators signing brand deals.

ByteDance, TikTok’s parent company, is even launching its own publishing imprint focused on romantasy. And while many creators worry about a potential TikTok ban, they’re expanding to Instagram and YouTube, making sure this wave of fandom doesn’t fade.

What These Characters Mean to Us

Characters like Rhysand and Xaden might be fictional, but for fans, they feel deeply personal. As Jericho told me, “To Feyre, Rhysand is her mate. That’s real for her—and when we perform, it has to feel real for fans too.”

This isn’t just fandom—it’s a shared fantasy we get to live, just for one night.

Escaping the Mundane, One Ball at a Time

After years of pandemic isolation, it makes sense that many of us crave immersive experiences. The romantasy ball scene gives us exactly that: real human connection, escapism, and a little bit of magic.

I’ve seen firsthand how much love, effort, and joy go into these events. It’s not about fame or money. It’s about creating moments where people can step into the stories they love—and dance until the music stops.

And while no one knows how long this wave will last, enjoy every second of it.

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