For the first time in its three-decade history, the nation’s largest book fair is tuning itself to a brand-new rhythm. With the theme “Melody Of Books”, the 30th Book Expo Thailand will return from Oct 9-19 at Queen Sirikit National Convention Center, promising not only a vast selection of books but also music, art and interactive experiences designed to inspire readers of every generation.
The Publishers and Booksellers Association of Thailand (PUBAT), which is organising the event, announced its readiness to stage the fair during a press conference last week.
Traditionally, these annual press events bring together celebrities, influencers and publishers to create a buzz ahead of the fair. This year, however, the atmosphere felt particularly vibrant, with a strong emphasis on creativity and cross-cultural exchange.
The front area of the conference hall at Queen Sirikit National Convention Center was crowded long before the programme began with hundreds of fans, students and book enthusiasts taking seats and pressing close to the stage.
Unlike in previous years, PUBAT revealed a major conceptual shift: a fusion of literature and music under the unifying idea “Melody Of Books”.
“Because books are poetry, music is melody,” PUBAT explained in its statement. The theme underscores the belief that storytelling, whether expressed through the written word or through rhythm and song, can enrich lives and connect people in profound ways.
The choice of theme was reflected in the lineup of special guests. Instead of only writers and publishers, this year’s press event brought singers, musicians and even athletes into the spotlight — individuals who embody creativity in many forms. Nattakorn Vuttichaipornkul, the newly elected president of PUBAT, emphasised how the fair seeks to embrace new media while preserving the centrality of reading.
“With the concept ‘Melody Of Books’, our organising team aims to present a new form of access to books, combining the world of letters with music and other creative media to expand the reading experience in diverse and contemporary dimensions,” Nattakorn said.
“You can choose to read books or listen to stories via podcasts or audiobooks. This reflects the fact that books are now being transformed into other formats. This is PUBAT’s effort to expand access to media and reading. It’s not just about physical books. All activities at this event are rooted in reading, with the goal of expanding the reader base.”
His remarks signalled PUBAT’s commitment to broadening the definition of reading in a digital age. By welcoming audio formats, multimedia platforms and interactive installations, the association hopes to draw in new generations of readers while keeping traditional book lovers engaged. The highlight of the press conference was a series of live performances by Thai artists who had been invited to interpret the theme musically.
Bell Warisara, from the Home Run Music label, debuted a specially-written song titled Lost To Read You, composed exclusively for the expo. Her performance captured the spirit of the event — melodic, emotional and rooted in storytelling. Other appearances included Nattakit “Nex” Chaemdara, frontman of the band BUS, indie-pop singer-songwriter Max Jenmana, and Kamonchanok “Noey” Kwanmuang, a SEA Games swimming medallist who shared her passion for literature.
Each guest spoke about their favourite genres, linking their personal reading habits with their artistic lives. Streaming rights for the music were also announced, allowing fans to incorporate the songs into their social media clips, adding a participatory element to the campaign.
For PUBAT, “Melody Of Books” is more than a decorative theme. It represents a deliberate attempt to modernise the fair’s image and broaden its reach. The organisers hope to attract not only habitual readers but also music lovers, families and young people who may not yet identify as book enthusiasts.
“This is the first time the fair has transformed itself into a new experience — enjoyable reading, beautiful listening and a wealth of shopping,” Nattakorn said. “The fair maintains a core focus on the value of reading, with fun, accessible activities that promote creativity.”
Over 900 booths from 400 publishers nationwide will participate, presenting more than 2 million books and launching over 2,000 new titles across genres. According to PUBAT, the expo is expected to welcome more than 1.3 million visitors across its 11-day run, with projected book sales surpassing 400 million baht — a 5% to 10% increase compared to the previous year.
“The current economic climate presents challenges,” Nattakorn admitted. “But we believe that the event’s colourful, fun, innovative format, along with the launch of thousands of new books, will draw readers to purchase their favourite titles and join in the activities.”
Beyond book shopping, this year’s expo will be rich with exhibitions, performances and family-friendly activities.
The “View ’til Touch” exhibition will offer an interactive showcase where books can be heard and songs can be read, blending text and sound through new technologies. Visitors can experiment with composing songs inspired by books and explore listening pods featuring audiobook samplings.
Children will be treated to the “Chao Khun Thong And Friends” puppet show, which combines live music and storytelling, while the “Little Read Universe” creates a playful reading space designed to introduce young audiences to the joy of books.
Women’s literature will take the spotlight in the “Chommanard Awards 2025” exhibition, which highlights works from across Southeast Asia. Competitive spirit will also find a place through PUBAT contest, a national event featuring categories in storytelling, songwriting to promote reading, and a high school debate tournament.
The expo is being organised in close collaboration with public and private partners, ensuring it aligns with broader cultural development goals. Social initiatives will also play an important role.
Projects such as “One Read, Million Awakening” will provide book scholarships to schools across the country, while the “Pick A Note” campaign invites participants to donate towards literacy programmes in exchange for chances to win prizes. These efforts highlight PUBAT’s belief in books as transformative tools for society, capable of inspiring individuals and strengthening communities.
As the 30th edition approaches, excitement is building not only for the books and bargains but also for the expanded cultural experience. PUBAT hopes this milestone fair will set a precedent for future editions, redefining what a book expo can be in Thailand.
“Get ready for a new reading phenomenon,” the organisers announced. “Enjoy reading, listen to beautiful music and shop till you drop! There will be countless great books and inspiring activities at the 30th Book Expo Thailand.”
The 30th Book Expo Thailand will be held from Oct 9-19, from 10am to 9pm, at Halls 5-7, LG Floor, Queen Sirikit National Convention Center.