Thailand’s largest annual book fair successfully met its targets, attracting over 1.3 million visitors and generating 534 million baht in revenue over 12 days, despite the volatility of the energy crisis and stubborn inflation dampening consumer purchasing power.
The ‘54th National Book Fair & Bangkok International Book Fair 2026’ was held from March 26 to April 6 at the Queen Sirikit National Convention Center (QSNCC).
Nattakorn Vuttichaipornkul, president of the Publishers and Booksellers Association of Thailand (PUBAT), noted that, while high oil prices and rising living costs have impacted the broader economy, the atmosphere at the fair remained unexpectedly vibrant.
"It reflects that Thais still prioritise books as essential sources of knowledge, skill-building, entertainment and life inspiration," Nattakorn said.
Statistical data highlights a significant shift in market demographics. Gen Z (46.26%) and Gen Y (33.71%) have emerged as the most influential drivers of the modern book market. Most attendees in these groups reported an average spending plan of 500-1,500 baht per person.
A key factor in this success was a strategy which mobilised over 200 content creators to spark social media trends. This initiative successfully rebranded reading from a solitary hobby into a "trendy lifestyle" choice for the younger generation.
One of the most significant growth areas was international rights trading.
The ‘Bangkok Rights Fair 2026’ had a total value of over 90 million baht, a staggering 50% increase from the previous year and attracted publishers and authors from 24 countries, with major trade partners including South Korea, Taiwan, China and India.
The success of the event extends beyond the immediate 444 million baht in on-site book sales. It lays a solid foundation for a comprehensive ‘book economy’.
Nattakorn emphasised that the next step for PUBAT is to integrate the book industry with other creative platforms.
“We aim to expand Thai content into films, series, games and ‘webtoons’, to increase value and ensure long-term revenue circulation for the national economy," he added.
The collaboration with the Department of Cultural Promotion and the Department of International Trade Promotion (DITP), under the Commerce Ministry, transformed the fair from a mere retail market into a world-class exhibition and business matching hub, he noted, adding that, by hosting premium exhibitions and proactive business negotiations, the event has become a tangible force in strengthening Thailand’s soft power.
