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.
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.
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.
Cultural and creative products are another highlight at each stand.
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.
The visual appeal of a book’s design is another key factor in attracting young readers.
“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.
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