In a remarkable display of enthusiasm for literature, the 53rd National Book Fair and the 23rd Bangkok International Book Fair, held from March 27 to April 8, 2025, attracted over 1.3 million visitors, surpassing expectations despite an earthquake that temporarily disrupted the event. This year, the trend was notably driven by Generation Z, who accounted for 43.65% of attendees, showcasing their strong engagement with reading and literature.
The event, hosted at the Queen Sirikit National Convention Center, was a vibrant celebration of books, featuring a diverse array of publishers and activities that resonated with both young and older audiences. Suwich Rungwattanaipibul, the president of the Publishers and Booksellers Association of Thailand (PUBAT), expressed satisfaction with the turnout, stating, "Overall, this year's event was a great success, evident from the number of publishers participating and the reader turnout aligning with our goals." He noted that even the recent earthquake, which struck Myanmar on March 28, had not deterred the public's love for reading.
Despite the economic challenges and uncertainties, including the effects of the earthquake and fluctuating market conditions, the book fair remained a beacon of hope for the Thai publishing industry. Suwich emphasized that the sales figures were comparable to last year's, with the intellectual property sales exceeding 68 million baht, indicating a healthy market for Thai literature. "This success reflects the resilience and passion of our readers and partners," he added.
Among the attendees, a significant majority were female, comprising 66% of the visitors, while males accounted for 27%. The LGBTQ+ community was also represented, making up 6% of the participants. The event successfully catered to a wide audience, demonstrating the inclusive nature of the literary community in Thailand.
The book fair not only celebrated reading but also served as a platform for the promotion of Thai books as a form of soft power, aimed at boosting the country's economy. PUBAT has laid out strategic plans to establish Thailand as a central hub for books in the ASEAN region within two years and aims to elevate its status to a global center in the next decade. "We are committed to pushing Thai literature to the forefront of the international stage," Suwich stated.
One of the highlights of the fair was the Author's Salon, an interactive space where writers engaged with readers, fostering a sense of community and collaboration. This initiative allowed aspiring authors and established writers to share their experiences and insights, further enriching the literary culture in Thailand.
In terms of spending, attendees showed a strong willingness to invest in literature, with the majority purchasing books priced between 600 to 1,000 baht, accounting for 30.88% of sales. The event also featured the Bangkok Rights Fair 2025, which facilitated the sale of 271 intellectual property rights agreements between Thai and international companies, showcasing the potential of Thai literature on the global market.
Interestingly, the fair also highlighted the increasing role of digital media in reading habits. Surveys indicated that while physical books remain popular, the rise of e-books and digital reading platforms has made literature more accessible. This shift reflects a broader trend among younger generations, who are adept at navigating both traditional and digital landscapes.
As the book fair concluded, the sense of community and shared passion for literature was palpable. Visitors left with not just books but also a renewed sense of purpose in promoting reading and literacy in Thailand. The event's success serves as a reminder of the enduring power of books and the collective efforts of the publishing industry to inspire future generations.
Looking ahead, PUBAT plans to leverage the momentum generated by this year's event to further enhance the visibility of Thai literature. The association is set to participate in the Taipei International Book Exhibition in 2026, aiming to showcase Thailand's literary talents and expand its reach in the Asian market. As Suwich aptly put it, "Our goal is to ensure that Thai literature shines brightly on the international stage, and we are committed to making that happen." The future looks promising for the Thai book industry, driven by the enthusiasm of its readers and the dedication of its publishers.
