The 29th Annual Thailand Book Expo in Bangkok has come to a close, leaving a trail of record-breaking success in its wake. Over the course of its two-week run, the expo managed to attract an astounding 1.4 million visitors and generate a staggering 438 million baht in sales. This unprecedented turnout at the Queen Sirikit National Convention Centre has solidified the Thai population’s unwavering passion for literature.
The final day of the expo saw a remarkable influx of nearly a quarter-million enthusiasts, surpassing all expectations and marking a significant resurgence in reading habits post-Covid. This surge in attendance bodes well for Thailand’s 16 billion baht book trade, painting a promising picture for the industry’s future.
Suwit Rungwattanpaiboon, President of the Publishers and Booksellers Association of Thailand, expressed his delight at the event’s overwhelming success, attributing it to the enduring appeal of books and the growing reading culture among Thais. The festival managed to draw a diverse crowd, with women comprising the majority of attendees at 63.78%, followed by men at 26.91%, LGBTQ+ individuals at 6.90%, and others at 2.41%. Notably, young adults and millennials aged 12 to 35 made up a significant 69% of visitors, indicating a shift towards a younger demographic.
Japanese comics emerged as the clear favorite among attendees, accounting for a substantial 40% of all book sales, followed by novels at 30% and self-help literature at 20%. Academic texts, children’s books, finance guides, and health publications collectively made up the remaining 10% of purchases. The event’s theme, „Reading the Next World,“ resonated with visitors, offering an immersive and thought-provoking experience through interactive exhibitions and innovative approaches to book formats.
Marketing strategies such as discounted book sets and opportunities to meet renowned authors played a crucial role in driving engagement and boosting sales. The average expenditure per visitor reached 600 baht, with many attendees making multiple trips to the expo. Despite economic challenges, the Book Expo’s resounding success underscores the enduring appeal of reading as a cherished pastime for many.
The positive impact of the event on the publishing sector bodes well for the future of literary culture in Thailand, signaling a bright outlook for the industry. The Nation reported on the expo’s triumph, highlighting its significance in fostering a love for books and reading among the Thai populace. The 29th Annual Thailand Book Expo has truly left a lasting impression, setting a new standard for literary events in the country.