Any ideas how to help him "like" to read?
I agree that the DK early readers, and some of the separate Step Into Reading series too, might help, as my son liked some of them.
Another thing you can do is try to determine the source of your son's current dislike. If it's decoding slowness or difficulty, you could probably get him over the hump quite easily with something like these
Phonics Made Easy flash cards. You will probably see an improvement in a very short time. On the front of each of these cards is a letter or combination, often expressed in multiple ways in the picture (some of them are quite whimsical). On the back, you will see that letter or combo highlighted in multiple words, and on many cards there are also related or additional words in smaller type down at the bottom to focus on after he's gotten the main ones.
