How BIBF Attracts Young Minds in A Digital Age

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How BIBF Attracts Young Minds in A Digital Age

In an era dominated by digital screens, how can books continue to capture attention, especially among young people? At the 31st Beijing International Book Fair (BIBF), held from June 18 to 22, industry professionals are exploring creative answers. Their key takeaway is to understand and respond to the needs of younger readers.

The photo shows Guangxi Publishing House draws visitors with the hugely popular Labubu character. (Photos all taken by Ziwei WANG)

As the second-largest book fair in the world and the most international in Asia, BIBF continues to grow in scale and ambition. This year’s event spans 60,000 square meters and brings together over 1,700 exhibitors from 80 countries and regions, showcasing more than 220,000 titles from China and around the world.

The photo shows the Harry Potter pop-up store.

As you make your way around the fair, one of the most popular attractions at almost every stand is the stamp collection area. Armed with just a blank notebook, visitors—especially stamp enthusiasts—can collect beautifully designed stamps from leading publishers across China as a fun and memorable keepsake.

The photo shows a visitor stamping.

Cultural and creative products are another highlight at each stand.

From beautifully designed bookmarks and fridge magnets to tote bags and clothing inspired by classic literature, the wide variety of items makes it easy to spend hours browsing.
The photo shows the Sichuan Publishing House features a panda-themed display of cultural and creative products.
The photo shows a book and merchandise set from Xinhua Publishing House.

Some publishers are taking things a step further. For example, Shanxi Publishing House launched a new travel-themed book titled “Let’s Go to Taiyuan”. Visitors who follow the campaign on social media can receive a themed souvenir that comes with the book.

Designed to be photo-friendly, the souvenir adds an extra layer of fun for future trips to Shanxi.

The visual appeal of a book’s design is another key factor in attracting young readers.

At the booth of the Beijing Institute of Graphic Communication, beautifully crafted works by students impressed visitors from both China and abroad.

“What influences young readers’ purchasing decisions—besides content and price—is the book’s design. A well-designed cover is much more likely to catch their eye,” said a representative from a publishing house in Hunan Province.

The photo shows a book design project from the Beijing Institute of Graphic Communication.
The fair also features dedicated areas for children’s books, art bookshops, a global gift market, a creative product market, and a food-themed book section—special zones that give reading a fresh, exciting, and distinctly cool vibe.

If you liked this article why not read: China’s Online Literature Expands Overseas Readers

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