I’m Really Not the Devil’s Lackey (2021)

Blurb:
Lin Jie, who has transmigrated into this world, runs a bookshop. Nice and passionate, he always recommends books that are capable of healing one’s soul to customers who find themselves in a rough patch in life. Occasionally, he would recommend his own work to them as well. Over time, these customers have grown to respect him a lot. They bring him some simple souvenirs every day to repay him and ask him for recommendations of literary works. At the same time, they tell the people around them about this bookstore owner as well. They have respectful and affectionate ways of addressing him – “The Devil’s Hyena”, “The Communicator of Flesh Gospel of Books”, “The Author of the Corpse Ritual” and “The Star Shepard”.

Source: www.anisearch.com/manga/67382