Every October, the city of Frankfurt transforms into the beating heart of the global publishing industry. This year, from October 15 to 19, 2025, the 77th Frankfurt International Book Fair—the world’s largest of its kind—once again drew crowds of publishers, authors, translators, and book lovers from every corner of the globe. With over 4,300 publishing units representing 92 countries and more than 1,000 authors in attendance, the fair was a vibrant testament to the enduring power of stories and the written word, according to reporting by Nhan Dan and Znews.
This annual gathering is far more than a showcase of books. It’s a bustling marketplace for copyright deals, a forum for discussing industry trends, and a launchpad for new works aiming to reach an international audience. The 2025 edition was no exception: major publishers from the USA, UK, China, South Korea, Italy, Taiwan, and Hong Kong joined the Philippines—this year’s guest of honor—in painting a diverse, multi-hued portrait of the global publishing scene.
Vietnam’s presence at the fair was both substantial and strategic. Over 20 Vietnamese publishers and cultural organizations brought with them more than 1,200 book titles, spanning literature, history, culture, children’s books, science, and digital publishing. Nearly 100 delegates—publishers, business leaders, cultural figures, and government representatives—filled the 100-square-meter Vietnamese exhibition space in Hall 5.1, a prime location that underscored Vietnam’s growing ambitions on the world literary stage. As Znews noted, "With the proactive participation of Vietnamese units, with voices from the Asia Forum, and with publications rich in identity, Vietnamese books have the opportunity to step confidently onto the world stage."
For Thai Ha Books, the 2025 fair marked a milestone: a decade of continuous participation. Their booth featured acclaimed titles such as Tiếng Việt ân tình, Việt Nam dọc miền du ký, and the English-language edition of Thiền trong từng phút giây. These works, deeply rooted in Vietnamese culture and language, offered international visitors a window into the country’s soul. Kim Đồng Publishing House, another stalwart of Vietnamese publishing, introduced two new titles—Yersin - Khúc hát Cá Ông and Kho tàng của bố—noted for their rich content and artistic merit. According to Nhan Dan, these books skillfully blended Vietnamese cultural identity with contemporary themes, making them standouts for both local and global audiences.
Vietnam’s delegation wasn’t limited to these two. Publishers like Phương Nam Books, Omega Plus Books, Trẻ Publishing House, Nhã Nam, and Zen Books also made their mark, seeking opportunities for collaboration, copyright exchanges, and the promotion of Vietnamese works abroad. The country’s broader goal, as outlined by both Nhan Dan and Znews, was to foster co-publishing partnerships, translation projects, copyright exchanges, and to expand investment in digital publishing, audiobooks, and international copyright platforms. The hope? To ensure Vietnamese stories reach readers everywhere, quickly and seamlessly, positioning Vietnam as a dynamic and reliable partner in the global publishing community.
Vietnamese representatives were not just exhibitors—they were active voices in the fair’s many discussions. At the Asia Forum, Dr. Nguyen Manh Hung, Chairman of the Board of Directors at ThaiHaBooks, participated in a panel on "The Role of Book Awards." He made a compelling case for Asia to establish its own book awards, arguing that such recognition would not only honor authors but also energize the entire reading ecosystem. "Awards don’t just celebrate writers—they motivate the whole value chain, from creation and editing to publishing, media, and distribution," Dr. Hung emphasized. His call for continent-wide awards with criteria reflecting Asian identity resonated with many, highlighting the need for regional stories to gain more weight on the international stage.
Elsewhere, Kim Đồng Publishing House’s deputy director, Vu Thi Quynh Lien, joined the panel "From Bangkok to Manila: Explore Southeast Asian Children’s Book Markets." She spoke passionately about the unique strengths of the Southeast Asian children’s book market, pointing to Vietnam’s nearly 20 million children under 15 as a vast and attentive audience. "Our responsibility as publishers is to bring diversity and richness in both quantity and content to these readers," she said, according to Nhan Dan. Lien also noted that Vietnamese children’s books sold internationally often tackle universal themes—friendship, courage, kindness—while maintaining a distinctly Vietnamese flavor, citing titles like Chang hoang dã, Ba tớ là Runner, and Bỏ điện thoại xuống nào as prime examples.
The panel, which included representatives from the Philippines, Singapore, Indonesia, and Malaysia, delved into both opportunities and challenges facing Southeast Asian publishers. Malaysian delegate Sheikh Faisal Sheikh Mansor proposed innovative collaboration models, such as pairing writers from one country with illustrators from another, and announced plans to introduce Southeast Asian books into Malaysian libraries. Frances Ong from the Philippines highlighted the growing home-schooling market, while Indonesia’s Gramedia Publishing House identified a surprising trend: young, unmarried adults turning to children’s picture books as a form of healing and relaxation amid busy lives. The consensus was clear—there is untapped potential in regional collaboration, and the Frankfurt fair is the ideal place to forge new partnerships.
Vietnamese publishers also took the opportunity to showcase a curated selection of works that reflect the country’s rich tapestry of culture, history, and modern life. Titles such as Tuổi thơ lắm chuyện buồn cười, Thơ Hoàng đế Thiệu Trị, Happy Village, Nghĩ khác làm khác, Lịch sử Việt Nam bằng hình, Nếp nhà, and Tết Việt were on display, each chosen for their ability to spark international dialogue and their potential for translation. As Znews put it, "Each book is a piece of Vietnam’s culture, history, and language, from the sediment of words to the rhythm of contemporary life."
Beyond the business of books, the Frankfurt fair remains a place for meaningful conversation. Attendees debated the paradoxes of the digital age, the enduring value of deep reading, and the ways technology can serve—not supplant—the art of storytelling. As Vu Thuy, Director of International Cooperation at ThaiHaBooks, put it, "Frankfurt is not just a book fair; it’s where the stories of nations are told, where even the smallest languages have a chance to be heard."
In a year when the Philippines brought its iconic, colorful jeepney to the streets of Frankfurt—a symbol of both art and movement—the fair’s theme, "Stories connect us," rang especially true. For Vietnam, the event was a chance to step onto the world stage with confidence and resilience, offering up its stories to a global audience eager to listen.
As the last pages turned and the crowds dispersed, one thing was clear: the Frankfurt International Book Fair is not just a marketplace, but a meeting point for ideas, cultures, and dreams—reminding us all that, no matter where we come from, we share a universal hunger for good stories well told.
