New Shift in the World's Oldest Book Party

Frankfurt Buchmesse, the world's oldest annual book fair, this year chose the theme "Stories connect us" and took place from October 15 to 19, 2025 in Frankfurt, Germany, with the participation of more than 7,000 units from 100 countries.

For a long time, in the global publishing industry, Frankfurt Buchmesse has not only been a purely book and copyright market event for the publishing business, but also a vast world expressed and reflected through the publishing industry and the prism of knowledge.

It is evident that the organizers of this book fair pay attention and encourage new elements in the publishing field in the Southeast Asian region. This year, the Philippines is the guest of honor. Coming to Frankfurt with hundreds of artists, speakers who are writers, researchers to introduce culture and large booths of books translated over the years, the Philippines wants to demonstrate to the world a powerful publishing industry. The Philippines, following Indonesia, is a new phenomenon at the Frankfurt Book Fair.

Hungarian book space and the bookshelf of the writer who just won the 2025 Nobel Prize for Literature, László Krasznahorkai

PHOTO: NGUYEN VINH NGUYEN

Nobel and the changing world

The aftershocks of war are clearly visible at the Frankfurt Book Fair. The desolate Afghan Book booth, with its narrow shelves covered with the Afghan flag, is easily recognizable.

Meanwhile, this year Ukraine invested heavily in its book space. Not only were thousands of books displayed, but nearly 50 discussion and meeting events were also held during the 4-day book festival. The role of books, culture, women's and children's lives... in wartime were the main topics discussed.

During the book fair, a large screen in front of the Frankfurt Messe exhibition center showed a portrait of the 71-year-old Hungarian writer who just won the 2025 Nobel Prize for Literature, László Krasznahorkai. But in the book space of the Central and Northern European countries, Hungary's booth was not too impressive. A bookshelf with about 10 original Hungarian books by author László Krasznahorkai was placed on the shelf. Occasionally, a few visitors came and checked in at this bookshelf.

An exchange session with famous audiobook readers in Germany

PHOTO: NGUYEN VINH NGUYEN

Shifts and trends

Technological developments also change the way readers access books and the methods of publishing and distribution.

Not occupying a large area with a grand stage like China, the book spaces of publishers from Korea and Japan with manga comics, gift books, children's books are still hot. Comics, games, romance - fantasy books, healing fiction... for the "new adult" community (young readers, 18-30 years old) become topics for dissection in forums.

This year, aimed at young readers, the final day of the Frankfurt Book Fair promises to not only be a carnival as usual, but also include the announcement of the TikTok Book Awards, honoring authors, works, creators, and publishers; recognizing famous BookToScreen adaptations from the #BookTok community in Germany, Austria, and Switzerland. The event is held at Harmonie Hall, at Frankfurt Messe. According to the digital platform, there are nearly 67 million posts on TikTok worldwide with the hashtag #BookTok. The community has asserted itself "as a driving force behind the book industry and is leading more and more young people back to books." Although in German newspapers, mainstream critics are still reserved or harshly criticizing this review channel, it cannot be denied that digital media platforms are painting the face of the publishing market.

One of the major trends in the world publishing market that was demonstrated at the Frankfurt Book Fair 2025 was the methods of publishing, distributing and communicating published products on technology platforms. The spacious Hall 3.1 was dedicated to introducing technology to the audiobook experience, meeting authors of highly listened audiobooks and voices that readers loved. "Read like you listen" is the slogan that brings audiobooks to "equality" with paper books in an increasingly busy world.

Coming to the Frankfurt Book Fair because the copyright market is an essential part, but the story that reflects and connects the colorful contemporary world, with its ups and downs through publishing culture is what makes publishers from all over the world flock to Frankfurt to own a ticket for 165 euros for 5 days living in the flow of books.

BRINGING VIETNAMESE BOOKS TO READERS WORLDWIDE

This year, Vietnam has the presence of 5 booths in Hall 5.1 of the Asia region, including: Tre Publishing House, Kim Dong Publishing House, Hanoi , Ho Chi Minh City and the Vietnam Publishing Department. In his opening speech at the Vietnam book space, Mr. Phan Tam, Deputy Minister of Culture, Sports and Tourism, reiterated the efforts and aspirations of "bringing Vietnamese books to global readers". At the Tre Publishing House booth, information about books by writers Nguyen Ngoc Tu, Nguyen Binh Phuong, Duong Thuy... was introduced to visitors. Works by Nguyen Ngoc Thuan, Nguyen Nhat Anh were displayed along with books introducing regional culture by Son Nam, Nguyen Vinh Phuc...

Source: https://thanhnien.vn/chuyen-dich-moi-trong-tiec-sach-lau-doi-nhat-the-gioi-185251020213212214.htm