BANGKOK — 6 April 2026, Thailand’s annual book fair has concluded with strong attendance and sales, drawing more than 1.3 million visitors and generating over 534 million baht, organisers said, underscoring the country’s growing role in Asia’s publishing industry despite rising living costs.
The 54th National Book Fair and 24th Bangkok International Book Fair, organised by the Publishers and Booksellers Association of Thailand (PUBAT), ran for 12 days from 26 March to 6 April at the Queen Sirikit National Convention Center under the theme “Read The Legend”.
PUBAT president Nattakorn Wuttichaiworakul said the event exceeded expectations despite economic pressures from rising fuel prices and higher living costs, reflecting continued interest in books among Thai readers.
On weekdays, the fair drew around 80,000 visitors per day, rising to about 100,000 on weekends and public holidays, figures broadly in line with last year.
A survey found that Generation Z made up the largest share of attendees at 46.26%, followed by Generation Y at 33.71%, and Generation X at 10.21%. Most visitors spent between 500 and 1,000 baht on books.
Organisers said a key factor behind the event’s success was its engagement with younger audiences, including a campaign involving more than 200 content creators who promoted reading across digital platforms.
The fair also featured exhibitions and cultural activities supported by the Ministry of Culture, including displays highlighting royal educational initiatives and Buddhist literature.
Total book sales at the event reached more than 444 million baht, up about 5% from a year earlier, while international rights trading rose sharply by 50% to over 90 million baht.
The Bangkok Rights Fair 2026, held alongside the event, attracted 163 companies and authors from 24 countries and territories, resulting in more than 600 rights negotiations, particularly with partners from South Korea, Taiwan, China and India.
Organisers said the results reinforce Thailand’s ambition to position itself as a regional hub for the book industry.
PUBAT said it plans to further develop the “book economy” by expanding Thai content into films, television series, games and webtoons to increase long-term economic value.
