Thailand book expo records estimated sales above ฿500 million
Roughly 1.4 million people attended the Bangkok fair, with Generation Z accounting for 44.6 per cent of visitors.
Estimated sales at Book Expo Thailand 2026 surpassed ฿500 million as attendance reached roughly 1.4 million, the Publishers and Booksellers Association of Thailand (PUBAT) said. The fair was held at the Queen Sirikit National Convention Center in Bangkok between October 23 and November 1, 2026.
PUBAT president Nattakorn Wuttichaipornkul said both figures were well above the association’s initial expectations. The programme lasted 10 days rather than the customary 11 to 12. Before it opened, publishers and organisers had worried that provincial flooding could affect buyers’ spending power and publishing logistics.
Some publishers said their revenue in the opening five days had already equalled their takings at the previous fair, while several booths achieved record sales. Visitor data showed Generation Z was the biggest demographic group, representing 44.6 per cent of attendees. Readers favoured categories including translated fiction, detective and crime novels, manga and graphic novels.
Nattakorn said readers arrived with shopping lists after following launches and reading reviews online. Demand for deluxe books with ornate covers and decorated page edges had led some printers to buy specialised machinery. He also credited social media creators with influencing attendance and purchases, and said PUBAT planned to draw on visitor feedback and fair data when developing future events.
