The 78th Frankfurt Book Fair officially opened, marking the beginning of five vibrant days for the global publishing industry. At the event, Thai Ha Books not only showcased distinctive Vietnamese publications but also shared insights into Asian publishing trends and explored opportunities for international cooperation.

Frankfurt Book Fair 2026 Officially Opens

On the afternoon of 6 October 2026, Juergen Boos, President of the Frankfurt Book Fair, and Sebastian Guggolz, President of the German Publishers and Booksellers Association, performed the ceremonial hammer strike to officially open the 78th Frankfurt Book Fair.

The opening ceremony was preceded by an official press conference, followed by the inauguration of the Czech Republic’s Guest of Honour Pavilion.

From 7 October, Frankfurt once again became a gathering place for publishers, authors, translators, rights professionals and book lovers from around the world. Over the five days of the fair, a wide range of networking events, panel discussions and publishing activities took place, focusing on changes in the book market and the future of the publishing industry.

On the morning of 7 October, the Vietnam Pavilion officially opened in the presence of senior officials, delegates and international partners, marking the beginning of a series of activities promoting Vietnamese books and fostering international publishing connections at Frankfurt.

Thai Ha Books Shares Insights into Asian Publishing Trends

As part of the fair, Dr Nguyen Manh Hung, Chairman of Thai Ha Books, participated in professional discussions at the ASIA STAGE, including the session “Children’s Books from South East Asia”, held from 4:30 pm to 5:30 pm on 7 October, alongside representatives from Malaysia, Thailand, the Philippines and South Korea.

In particular, during his presentation entitled “What Is Selling Well in Asia?”, Dr Nguyen Manh Hung explored changing reading habits and the growth potential of the Asian publishing market.

According to Dr Hung, readers today turn to books not only to acquire knowledge but also to understand themselves better, nurture their mental well-being and seek meaning in life. In the age of artificial intelligence (AI), books have an increasingly important role to play in cultivating critical thinking, compassion and human wisdom.

His insights highlighted the importance of looking beyond market trends and placing greater emphasis on the meaningful value that books bring to people’s lives.

Showcasing Distinctive Vietnamese Publications

At Frankfurt Book Fair 2026, Thai Ha Books introduced international visitors and publishing partners to a selection of notable titles, including Truyen Kieu Hoi Ban, The Poetry of Emperor Thieu Tri, Happy Village – Coi Nguon An Lac, The Stories of Vietnamese New Year and Meditation in Every Moment.

Each publication offers a distinctive perspective, spanning literature, history, cultural heritage, spiritual well-being and mindfulness practices. Together, they help bring the richness of Vietnamese culture and knowledge to international readers and publishing partners.

Beyond showcasing its publications, the fair also provided Thai Ha Books with opportunities to meet international publishers, exchange market insights, better understand readers’ interests and explore potential rights partnerships.

Thai Ha Books’ participation in Frankfurt Book Fair 2026 reflects its continued commitment to bringing Vietnamese books to the world while strengthening connections between Vietnam’s publishing industry and the international publishing community.

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