Thailand Book Expo closes chapter with record-breaking 1.4 million visitors

The 29th Annual Thailand Book Expo in Bangkok concluded yesterday, October 20, with resounding acclaim, having drawn an unprecedented 1.4 million visitors and amassed over 438 million baht in sales during its fortnight-long run.

This spectacular turnout in Queen Sirikit National Convention Centre shattered previous records, showcasing the Thai populace’s enduring love affair with literature.

This year’s expo exceeded all projections, with the final day alone welcoming nearly a quarter-million enthusiasts. This remarkable turnout marks a post-Covid renaissance in reading habits and paints an optimistic picture for Thailand’s 16 billion baht book trade.

Publishers and Booksellers Association of Thailand President Suwit Rungwattanpaiboon expressed his elation at the event’s triumph.

“The overwhelming response to this year’s Book Expo is a testament to the enduring appeal of books and the growing reading habits of Thais.”

The festival attracted a diverse crowd, with women comprising 63.78% of attendees, men 26.91%, LGBTQ+ individuals 6.90%, and others 2.41%. Notably, young adults and millennials aged 12 to 35 made up 69% of visitors, marking a substantial increase from previous iterations.

Japanese comics emerged as the runaway favourite, accounting for two-fifths of all book sales, with novels following at 30% and self-help literature at 20%. Academic texts, children’s books, finance guides, and health publications collectively represented the remaining 10% of purchases.

The event, themed Reading the Next World struck a chord with attendees, offering an immersive and thought-provoking experience. Interactive exhibitions, social media campaigns, and publishers’ innovative approaches to book formats also played pivotal roles in driving engagement.

Marketing strategies, including discounted book sets and opportunities to meet beloved authors, further bolstered attendance and sales. The average expenditure per visitor reached 600 baht, with many visitors making frequent trips.

Despite economic headwinds, the Book Expo’s triumph demonstrates that reading remains a cherished pursuit for many. The event’s positive impact on the publishing sector augurs well for the future of literary culture in Thailand, reported The Nation.