Over 1.3M Attend Thai Book Fair Despite Challenges

Over 1.3 million joined Thailand’s book fair, showcasing Gen Z's love for reading and highlighting Thai literature’s growing global presence.

on Apr 10, 2025

Over 1.3M Attend Thai Book Fair Despite Challenges

Over 1.3 million attendees celebrate literature despite challenges, highlighting the enduring love for reading in Thailand.

In a wonderful display of love for books, the 53rd National Book Fair and the 23rd Bangkok International Book Fair, organized from March 27 to April 8, 2025, drew more than 1.3 million people, exceeding projections in spite of an earthquake that briefly suspended activities. This year, the trend was also strongly led by Generation Z, who made up 43.65% of visitors, reflecting their high level of interest in reading and books.

The occasion, which took place at the Queen Sirikit National Convention Center, was a colourful book fest celebrating books in an assortment of publications and activities of interest to youths and older populations alike. Suwich Rungwattanaipibul, president of the Publishers and Booksellers Association of Thailand (PUBAT), was pleased with the number of visitors, saying, "Generally, this year's event was a huge success, as indicated by the number of participating publishers and the readers' turnout according to our expectations." He added that not even the earthquake on March 28, which hit Myanmar, had discouraged the public from reading.

In spite of the economic downturn and uncertainty, as well as the impact of the earthquake and volatile market conditions, the book fair continued to be a shining light for the Thai book publishing sector. Suwich stressed that the sales had held up to last year, with intellectual property sales of over 68 million baht, which is proof of a robust market for Thai books. "This success demonstrates the strength and love of our readers and business partners," he continued.

Among the visitors, a large majority were women and made up 66% of the visitors, with males numbering 27%. The LGBTQ group was also represented, taking up 6% of the attendees. The activity was able to reach a large number of attendees, showing how open the Thai literary community is.

The book fair promoted reading but also acted as a platform to promote Thai books as soft power to enhance the economy of the country. PUBAT has strategized to make Thailand a center of books in the ASEAN region within two years and to develop its status as a global center in the next ten years. "We are dedicated to taking Thai literature to the forefront of the global stage," Suwich declared.

Another attraction of the fair was the Author's Salon, an interactive platform where authors interacted with readers, promoting community and cooperation. This activity provided opportunities for would-be authors and professional writers alike to exchange their experiences and insights, enriching the literary environment in Thailand even further.

As for expenditures, visitors had a strong interest in investing in books, with most people buying books between 600 and 1,000 baht, totaling 30.88% of the sales. The Bangkok Rights Fair 2025 was also part of the event, allowing for the sale of 271 intellectual property rights agreements between Thai and foreign firms, highlighting the value of Thai literature in the international market.

Notably, the fair also brought to light the growing presence of digital media in reading trends. Surveys showed that though hard copies continue to be well-liked, the emergence of e-books and online reading platforms has made reading more convenient. This trend mirrors a larger tendency among younger generations, who are comfortable with traversing both offline and online realms.

As the book fair wound up, the community and the shared passion for books were in the air. People departed not only with books but also with a new sense of mission to propagate reading and literacy in Thailand. The success of the event acts as a testament to the timelessness of books and the combined input of the publishing world to set future generations aglow.

In the future, PUBAT will use the momentum created by this year's event to further promote the visibility of Thai literature. The association will attend the Taipei International Book Exhibition in 2026 with the aim of promoting Thailand's literary minds and increasing its presence in the Asian market. As Suwich so succinctly stated, "Our objective is to make Thai literature glow on the global scene, and we are determined to do that." The future is bright for the Thai publishing industry, powered by the passion of its readers and the perseverance of its publishers.