PVLF 2025

Frankfurt Welcomes Philippines as Guest of Honor to Showcase 2025 Plans

The Philippines will be the 2025 Guest of Honor at the Frankfurt Book Fair, celebrating its rich cultural diversity, history, and literature on the global stage.
on Oct 30, 2024

Curators Patrick D. Flores and Karina A. Bolasco were among those who made the announcement, along with Dante Francis Ang II, chairman of the National Book Development Board; Eric B. Zerrudo, executive director of the National Commission for Culture and the Arts; and Irene Susan B. Natividad, ambassador of the Philippine embassy in Germany.

Additionally, two members from the author delegation provided insights into their work: the transfeminine artist Jaya Jacobo and Ferdinand Benedict “Budjette” Tan, the creator of Trese Comics.

The Philippine program, comprising 7,641 islands (approximately 2,000 of which are inhabited), is set up to highlight the archipelago’s history, literature, and heritage under the theme “The Imagination Peoples the Air.”

Juergen Boos, president and CEO of Frankfurter Buchmesse, shared with the audience that even though the Philippines is one of the largest nations globally, with over 109 million inhabitants, “Filipino literature remains largely unknown.”

“As the country embraces its role as guest of honor, we will gain much insight into the significance of storytelling and the current cultural landscape of the nation.”

The Philippines is characterized by 183 distinct languages spoken across its 7,641 islands. The country’s program featured a delegation of around 70 publishers, authors, and artists at Frankfurt 2024 this month, gearing up for its prominent role next year, which is anticipated to exhibit hundreds of titles.

Karina A. Bolasco, who leads the literary program and curates books for the 2025 events, provided information about the market and the Philippine nation. She noted that over 30 percent of the population consists of young people, while 2 percent of the population resides and works abroad.

Last year, more than 10,000 new titles entered the Philippine market.

“This may not be as significant as the output from neighboring nations,” Bolasco mentioned, “but it represents the highest number in the last decade” from the Philippines’ publishing sector. She also highlighted the country’s robust distribution network, which ensures that titles are accessible to readers throughout the archipelago.

She remarked that the COVID-19 pandemic positively impacted the market as online retailers such as Shopee and Osada began selling books as part of their offerings.

“Due to the absence of the hefty commissions charged by physical stores,” Bolasco stated, “some publishers saw their sales double or even triple. Another benefit of the pandemic was the enhancement of digital solutions. For nearly all companies, cashless payments and online transfers swiftly became standard practice.”

For the upcoming guest of honor program, the Philippines aims to pay tribute to national hero José Rizal while also showcasing the market's cultural diversity, artistic and Indigenous traditions, and international viewpoints.

“For us, literature transcends mere storytelling,” expressed Patrick Flores, the curator of the forthcoming Philippines pavilion. “It serves as a social practice that links readers to global concepts. Filipino narratives encompass various genres and media, presenting a distinctive viewpoint on history, culture, and current realities.”

In 1998, the Philippines made its first appearance at the Frankfurter Buchmesse, showcasing 302 titles from 45 different publishers. After a break, the country returned to the event in 2015. In 2023, it was announced that the Philippines would be the designated guest of honor for 2025.

Sen. Loren Legarda expressed in a video message during a press conference, “This is an incredibly proud moment for our nation. With the Philippine government’s support, we see our country honored at the largest book fair globally, reflecting the dedication put into promoting our literary and creative talents. We are eager to share Filipino stories with the world.”

The country produces literature in various genres, including children's books, crime novels, romance in both English and Filipino, graphic novels, academic biographies, memoirs, poetry, and fiction. According to reports from publishers, the total sales reached 11.1 billion pesos in 2020 (approximately US$190 million).

Our 2024 Frankfurt Book Fair Magazine features a dedicated section highlighting Guest of Honor Italy, along with insights into the Philippine market, ahead of its role as the guest of honor in 2025. The magazine is now available for free download here.

Additionally, you will find focused coverage of topics and events related to the Guest of Honor Italy program; market trends in Brazil, France, the Philippines, the Czech Republic, and Poland; insights into the international rights trade from Matthes & Seitz Berlin’s Meran Mentzel; and commentary from independent publishers in Greece, Colombia, and Kenya.

PEN International’s president emerita, Jennifer Clement, discusses censorship with Publishing Perspectives ahead of the IPA’s International Publishers Congress (December 3-5); there’s a farewell interview with the outgoing IPA president Karine Pansa from Brazil; a comprehensive interview with Scholastic’s chief Peter Warwick; insights on audio publishing in Italy from Mondadori’s Miriam Spinnato; and much more.