Spooky reads

This month, the Publishers and Booksellers Association of Thailand (PUBAT) will embrace the Halloween spirit at the 29th Book Expo Thailand, running under the theme “Read To The Next Life”. The event runs from tomorrow until Oct 20 at Queen Sirikit National Convention Center and will blend literary excitement with a spooky atmosphere.
Suwich Rungwattanapaiboon, president of PUBAT, emphasised the importance of reading, likening it to an endless journey of knowledge. “Reading is a way to expand knowledge for readers,” Suwich noted, highlighting how books open new doors for learning and discovery.
The press conference announcing this year’s expo reflected its horror theme, as the conference room at Queen Sirikit Center was transformed into a spooky, haunted setting. Models dressed as ghosts added to the eerie ambience as they wandered throughout the room.
“With a collection of over 2 million books across diverse genres, there will be a special focus on legendary horror titles,” Suwich said, adding: “The event will feature more than 100 engaging activities designed to captivate readers. Join us from Oct 10 to Oct 20 to meet renowned authors and immerse in the world of literature.”
This year’s Book Expo promises a wide range of new and exciting features. A standout is the Krasue (Filth-Eating Spirit) Airline, an installation that features the eerie figure of a female Krasue head. Visitors will also be able to see other ghostly exhibitions, including “Plane Phi Bok” and “Exit To The Next Life”, which offer a blend of supernatural themes.
Attendees can also expect an impressive collection of legendary horror books, including nostalgic 1 baht Thai ghost books from the 1990s. In total, over 2 million books from various genres and styles will be showcased. The event spans more than 20,000m² and hosts 286 publishers across 855 booths. More than 100 activities are planned, including a competition to crown the best “Spirits-Ghosts-Demons” expert and a ghost cosplay contest.
“This year, guests can interact with renowned authors and participate in exciting events at Hall 5-7, LG Floor,” Suwich said.
Running under the theme “Read To The Next Life”, this year’s expo seeks to push the boundaries of a typical book fair. The aim is not only to showcase a diverse array of books from leading publishers but also to create a platform for enhancing skills, showcasing talent and running interactive activities. This innovative approach ensures that visitors have a better experience.
The expo will have distinct book zones to guide attendees, including sections such as fiction and literature, comics and teen books, children’s and educational books, general books, old books, and even non-book items and board games.
One of the key highlights this year is the mascot “Krasue Reading A Book”, symbolising the connection between reading and entering another realm. For the first time also, the expo will present a comprehensive collection of Thai and international horror and ghost stories. This makes it the largest gathering of such works ever in Thailand.
Another draw for attendees will be the Krasue Airlines installation, featuring an interactive sculpture of the female Krasue head. Designed for photo opportunities, this modern installation is expected to be a social media favourite. It also serves as a reception area for visitors entering the main exhibition. Meanwhile, “Plane Phi Bok” will showcase a curated selection of books recommended by 30 prominent Thai authors. Visitors can watch video interviews on an LED screen where authors share personal recommendations.
The “Exit To The Next Life” exhibition is an extension of the 100ABCD book cover design contest and it will feature book covers displayed on a luggage conveyor belt, symbolising the journey of books from creation to their final destination. The creative display ties together the expo’s themes of transition and transformation through reading.
Additionally, an exhibition of newly released books from various publishing partners will offer attendees a chance to explore both Thai and international titles.
Beyond the array of books and installations, the expo will feature over 100 activities designed to engage readers of all ages. These include:
Horrifying Library Exhibition: A showcase of 100 visual artworks designed to create an exciting and memorable experience for attendees.
Book Lovers’ Communities & Book Swap: A designated area where visitors can trade their books for titles they’re interested in, fostering a sense of community among book lovers.
Book Lab: A specialised corner where experts in fields such as astrology, art and foreign languages share knowledge and techniques related to books.
In addition, PUBAT will host a series of contests such as:
Guru of Ghost Stories: Finding the best expert on spirits, ghosts and demons.
Ghost Story Seller: Recognising the top seller of ghost stories.
Ghost Story Proofreader: Honouring the best ghost story proofreader.
Ghost Cosplayer – Ghosts From Books: A competition for the best ghost-themed cosplay.
Storytelling Contest For Primary School Students: Encouraging the development of young storytellers.
The Book Expo will also offer visitors the chance to meet internationally acclaimed authors. Notable names include:
Jiu Lu Fei Xiang: Esteemed author of fantasy novels such as Unbeatable Earth and Night Demon.
Zhao Yao: Author of Who Said There Are No Ghosts In This World and Heavenly Husband.
Chinen Mikito: A Japanese author known for Murder In The Glass Tower.
Kim Ho-yeon: South Korean author of Uncanny Convenience Store.
Ratih Kumala: Indonesian author of Cigarette Girl.
Peter A. Jackson: Australian author of Capitalism Magic Thailand.
The event also features a special campaign titled “Books That Right For Readers”, inviting attendees to purchase new books for donation or contribute to a fund supporting donations to schools and communities. The “One Reader = Inspire Million” exhibition will include activities such as wishing trees, as well as a donation booth where visitors can select books to donate. All proceeds will support the foundation’s ongoing charitable projects.
Suwich concluded by emphasising that the 29th Book Expo Thailand is far more than a traditional book fair.
“We didn’t organise the expo to sell books. It is designed to be a vibrant festival celebrating literature,” he said. “In addition to an extensive selection of books, the event will include a variety of activities and offer entertainment.”
This year’s expo is expected to attract a record number of attendees, with projected sales surpassing 400 million baht — a 15% to 20% increase from the previous year. The overall book industry in Thailand is also forecast to grow by 10% this year, reaching a total value of over 16 billion baht.