31st National Book Fair Smashes Records with 500 Million Baht Sales
The 31st National Book Fair in Bangkok closed with record 500M baht sales and 1.4M visitors, driven by Gen Z demand for comics and collectible editions despite flood worries.
The 31st National Book Fair at the Queen Sirikit National Convention Center concluded on November 1, 2026, after a 10-day run under the theme 'Unread Messages.' Organizers from the Publishers and Booksellers Association of Thailand (PUBAT) announced record-breaking results: over 500 million baht in total sales, nearly 10% growth, and more than 1.4 million visitors. Gen Z dominated attendance at 44.6%, driving strong demand for comics, horror, and mystery titles, while author meet-and-greets and collectible editions fueled excitement. PUBAT President Natakorn Wutthichaipradit credited systematic preparation, cross-sector collaboration, and aggressive multi-platform promotion — including influencers and content creators — for the surge. Despite pre-event worries that widespread flooding would dampen spending, crowds queued before doors opened each day, rushing to secure limited-edition and premium books. The outcome reflects the enduring appeal of physical books and a thriving Thai publishing market.
