Viet Nam’s rising presence on the global publishing stage
The Frankfurt Book Fair — known as the "capital of the global publishing industry" — has long been a meeting place for human knowledge and culture. With a history spanning more than half a millennium, this annual event is not only the world’s largest copyright marketplace but also a global forum for exchange, creativity, and dialogue among publishers, authors, translators, and readers from over 100 countries.
For Viet Nam, the journey of presence at Frankfurt in recent years has been a persistent and determined process: from the role of an observer nation to an active participant promoting, connecting, and contributing to global reading culture.
Viet Nam’s presence at each edition marks a small but definite step forward on the path to bringing the country’s publications closer to international readers.
In 2019, Viet Nam’s exhibition booth themed "Ha Noi – City for Peace" made a strong impression, showcasing over 1,000 titles and images of a friendly and humane Viet Nam to friends around the world.
When the COVID-19 pandemic broke out, the fair switched to an online format, yet Viet Nam’s publishers still actively participated, experimenting with electronic rights trading and learning about digital and audiobook publishing — marking the beginning of a new technological integration phase. Publishers in Viet Nam engaged enthusiastically in various lively activities.
For Viet Nam, the journey of presence at Frankfurt in recent years has been a persistent and determined process: from the role of an observer nation to an active participant promoting, connecting, and contributing to global reading culture.
The 2022 edition, held under the theme ‘Translate, Transfer, Transform’ confirmed the role of language as a bridge. It suggested a sustainable path for Viet Nam: to bring Vietnamese books to the world, investment in translation, copyrights, and editing to international standards is essential. Since then, many domestic publishers have launched plans for translation, bilingual printing, and annual copyright exchanges.
The year 2023 marked a milestone for Viet Nam: celebrating its 75th year, the Frankfurt Book Fair designated Viet Nam as one of about 40 countries with a permanent "geographical" location at the fair, establishing a firm position and national brand identity within the exhibition space.
This is international recognition of the continuous, systematic, and professional efforts made by Viet Nam’s publishing sector over many years.
The Viet Nam delegation to the event was the largest ever, with nearly 100 representatives, four booths, and thousands of titles from publishers such as Kim Dong, Tre (Youth), and National Politics – Truth, and well-known companies and bookstores including Thai Ha, Nha Nam, Dong A, Fahasa, and Phuong Nam.
In addition to exhibiting, Viet Nam held many meetings with partners such as Oxford, Cambridge, and Springer, opening avenues for academic cooperation and international rights.
In the same year, Ho Chi Minh City invited the Frankfurt organisers to attend the Street Book Festival, demonstrating a spirit of cultural cooperation expansion between Viet Nam’s localities and the world’s publishing centre.
In 2024 event, Viet Nam’s booth featured the theme "Books – The Bridge of Culture," bringing over 1,000 titles from 23 publishers.
The booth was designed with a distinct Vietnamese identity, blending tradition and modernity, and attracted large numbers of visitors.
Notably, Viet Nam and the Frankfurt organisers signed a memorandum of understanding (MoU), laying the foundation to achieve the status of Guest of Honour in 2030 — a goal reflecting the strategic vision of Viet Nam’s publishing sector.
Viet Nam’s vision for 2030 shaped through Frankfurt Book Fair 2025 achievements
Viet Nam continued to affirm its status at the 77th Frankfurt Book Fair 2025. The opening ceremony of the Viet Nam Book Space was held on October 15 with the attendance of leaders from the Ministry of Culture, Sports and Tourism, the Viet Nam Publishers Association, the Publishing, Printing and Distribution Department, the Departments of Culture and Sports of Ha Noi and Ho Chi Minh City, as well as representatives of international and ASEAN publishing organisations.
This year, the Viet Nam Book Space covered 100 sq.m. in Hall 5.1, a central and convenient location in the exhibition hall. More than 20 Vietnamese publishers and cultural organisations participated, offering over 1,200 titles in diverse fields such as literature, history, culture, children’s books, science, digital books, and audiobooks.
Nearly 100 Vietnamese delegates were present, demonstrating a proactive spirit and aspiration for integration.
At the opening speech, Viet Nam’s delegation leader emphasised the spirit of dialogue, cooperation, and creativity, viewing the Frankfurt Book Fair as a symbol of innovation, dialogue, and cultural cooperation, a place where cultures meet, listen, and enrich each other, while also expressing the aspiration to bring Viet Nam’s books closer to global readers.
Themed ‘The Imagination Peoples the Air’, the 2025 Frankfurt Book Fair featured the Philippines as Guest of Honour. The Philippines’ booth was designed as a "cultural archipelago," a metaphor for the linguistic diversity, identity, and creative vitality of Southeast Asia.
Viet Nam introduced many interesting programmes at the event, including "Book-to-Screen Day," which linked books with cinema; "Children’s Books in a Fragile World," which discussed the role of children’s books in a turbulent world; an audiobook and podcast experience zone; and expanded author stages open to the public.
The prominent participation of Asian countries, including Viet Nam, shows the region becoming a "new knowledge centre" for the publishing world.
Viet Nam, with its established position at Frankfurt, is gradually asserting itself as a noteworthy cultural destination with a long history of reading, youthful creativity, and well-planned strategies.
To realise the goal of becoming Guest of Honour in 2030, Viet Nam’s publishing sector needs comprehensive preparation.
First is to build a national strategy for international publishing, selecting outstanding works for translation and promotion; building a Viet Nam Translation and Book Promotion Fund to support translation, printing, and overseas distribution projects; while encouraging backward translation to bring global works to Viet Nam, creating a symbiotic environment for knowledge reception and dissemination.
Viet Nam, with its established position at Frankfurt, is gradually asserting itself as a noteworthy cultural destination with a long history of reading, youthful creativity, and well-planned strategies.
Attention must be given to training international publishing human resources: translators, editors, copyright experts, and professional communication staff.
Cooperation with universities, cultural institutes and European publishing associations will help Viet Nam form a new generation of book professionals who understand Vietnamese culture, master international languages, and possess global thinking.
Digital transformation is also indispensable. A national electronic copyright platform must be developed alongside e-books, audiobooks, and smart reading applications, combined with new technologies such as AR/VR in booth design to turn books into engaging cultural experiences.
Strong investment should be pour into international communication. A national-level campaign, with the slogan "Viet Nam – The Land of Stories," could become Viet Nam’s branding hallmark at Frankfurt, reflecting the spirit of storytelling, creativity, and national identity in the digital era.
Looking back at the 2019–2025 period, Viet Nam has transformed from a peripheral observer to an active member making a substantial contribution to the flow of international publishing culture.
When the Frankfurt door opens in 2030, Viet Nam will bring books and, more importantly, stories about its people, culture, knowledge, and integration aspirations. This is the journey of a nation that loves letters, values learning, and knows how to spread knowledge — a Viet Nam moving closer to the world through its own identity and intelligence.
NGUYEN NGUYEN
Director General of the Publishing, Printing and Distribution Department
