A meeting with the “second-in-command” of the world’s largest book fair – the Frankfurt Book Fair – at Thai Ha Books has opened up vital perspectives for the journey of Vietnamese books reaching the global stage.

The Aspiration to Bring Vietnamese Books to the World: Frankfurt “Knocks on the Door” of Thai Ha Books

On the afternoon of 7 May 2026, at the headquarters of Thai Ha Books in Hanoi, a particularly meaningful event for Vietnam’s publishing community took place: the program International Exchange and Cooperation in Publishing Program, attended by Claudia Kaiser, Vice President of the Frankfurt Book Fair – the world’s largest book fair.

Far beyond a routine professional exchange, the event marked a turning point in efforts to connect Vietnam’s domestic knowledge infrastructure with the world’s largest rights-trading marketplace.

In the context of globalization, the presence of a senior representative from the Frankfurt Book Fair, an organisation with more than 500 years of history closely tied to Gutenberg’s printing revolution, demonstrates that Vietnam’s publishing market is gradually becoming a noteworthy link in the global cultural value chain.

To fully appreciate the significance of this connection, the Frankfurt Book Fair must be viewed not simply as an ordinary book fair. It is both a cultural and economic institution of enormous scale. Bringing together around 7,000 exhibitors from more than 100 countries, FBF serves as the “heart” coordinating the global flow of publishing rights.

In Frankfurt, books are treated as a special form of intellectual property. Negotiations conducted there help shape the reading trends of humanity for years to come.

For Vietnamese publishers, FBF is not only a place to acquire rights to international bestsellers, but more importantly, a gateway through which Vietnamese cultural values, ideas, and literature can be introduced to global readers.

The “One Price” Policy and an Invitation to Frankfurt 2026

One of the most profound topics shared by Claudia Kaiser concerned Germany’s experience in governing and developing the publishing industry — a country that regards books as cultural heritage rather than merely commercial goods.

She emphasised the “one price” policy. In Germany, the law requires books to be sold at the same price across all retail channels, from traditional bookshops to e-commerce platforms.

This policy is considered a vital “shield” protecting independent bookstores and small publishers from being overwhelmed by major retail corporations.

Maintaining stable pricing allows publishing organisations to focus on content quality rather than engaging in destructive price competition. As a result, a diverse publishing ecosystem is sustained, where highly academic works even those with niche readerships can coexist alongside mass-market entertainment titles.

This offers a valuable lesson for Vietnam’s market, particularly as aggressive pricing battles on e-commerce platforms continue to erode both profits and the passion of dedicated publishing professionals.

The global publishing industry is increasingly shifting its centre of gravity towards Asia. Claudia Kaiser revealed that FBF is expanding opportunities for Asian countries through the Asia Stage — a dedicated platform celebrating distinctive voices from across the region.

However, to step onto that stage, Vietnamese books must overcome internal barriers. These include the quality of translation, professional rights marketing skills, and the ability to understand international reader psychology.

The world is no longer interested only in books about Vietnam’s history or wars; it also seeks fresh perspectives on a contemporary Vietnam – dynamic, innovative, and rich in identity across fields such as economics, technology, and lifestyle.

At the program, Claudia Kaiser also issued a striking warning about the impact of technology on the thinking abilities of younger generations. She referred to Germany’s proposal to limit smartphone use among children under 16 in order to protect reading habits.

In the age of short-form videos and fragmented information, deep reading is becoming a rare capability. She stated: “To save reading culture, we must save the ability to concentrate.”

In her view, governments and parents play a crucial role in creating sufficiently attractive “offline” environments where printed books can still hold a meaningful place in the lives of Gen Alpha and Gen Z readers.

The most emotional and practical highlight of the event came when Claudia Kaiser personally signed invitation letters for Vietnamese publishing organisations to attend the Frankfurt Book Fair 2026.

This was not merely a diplomatic gesture, but a commitment of support, opening direct opportunities for Vietnamese editors and rights professionals to enter the world’s most professional rights-trading environment.

After more than a decade of persistent participation in Frankfurt, organisations such as Thai Ha Books have laid the first foundations for a “pipeline” carrying Vietnamese knowledge to the world.

Participation in FBF 2026 is expected to go beyond isolated efforts and become a coordinated, professional presence of Vietnam’s publishing industry, supported by broader national policies.

The visit of Claudia Kaiser left behind many reflections. For Vietnam’s publishing industry to truly integrate internationally, more is needed than occasional exchanges. What is required is a comprehensive strategy that includes: improving copyright protection mechanisms, implementing cultural support policies, and, most importantly, strengthening the internal capacity of publishing organisations themselves.

Tuyet Nhung, Mot The Gioi Magazine