With the annual theme "Reading the World: Cultural Legacy | Joyful Journeys," the 36th Hong Kong Book Fair sought to connect culture and tourism through reading, reinforcing Hong Kong's role as a centre for cultural and artistic exchange between China and the world.
First‑time exhibitors, including the Emirates Publishers Association (EPA) and Douyin's reading brand Tomato Novel, proved immensely popular, drawing large crowds. The EPA has even announced plans to expand its presence at next year's Fair.
The crowds of the 36th Hong Kong Book Fair
As a key partner in the Belt and Road Initiative, the EPA participated in the Hong Kong Book Fair for the first time this year. Rashid Al Kous, Executive Director of the EPA and CEO of Menassah Distribution Company, said the Fair serves as a bridge for cultural and publishing exchange, connecting UAE publishers with their counterparts in Asia and Hong Kong, and helping the UAE publishing industry explore new markets. He commended the HKTDC for its efficient business‑matching services, which facilitated productive discussions between the EPA and publishers from various regions, particularly those in Belt and Road countries.
Rashid Al Kous
Describing the visitor turnout as "ideal" and "beyond expectations", Mr. Al Kous noted their strong interest in Emirati culture and related reading materials. "This year's participation serves multiple objectives, including expanding collaborations, boosting sales, and raising the profile of Arab culture. We want readers to experience authentic Emirati culture first‑hand through our books and publishers," he said. He revealed that the EPA would return next year with a larger and more diverse line‑up.
Alongside the shift from print to digital, many e‑books are now being published in physical formats, achieving an enthusiastic response. Tomato Novel, a Douyin‑owned reading platform making its offline debut at the Fair, attracted strong interest. Ms. Song from Zhejiang, a visitor, said: "I usually read e‑books on Tomato Novel, so seeing them in print at the Hong Kong Book Fair was a pleasant surprise. The Fair allowed e‑book and audiobook readers to rediscover the charm of printed books. The bustling crowds also gave me a real sense of Hong Kong's vibrant reading culture. I will definitely come again next year, and I look forward to more surprises."
This year's World of Art & Culture Gallery of the Book Fair, featuring the exhibition "World in Words: A Voyage of the Heart," took visitors on a cultural journey between Hong Kong and the world through both local and global perspectives. Interactive installations drew particular praise, with the "hand‑drawn boarding pass" experience, designed in a blind‑box format, attracting long queues.
Interactive installations drew particular praise, with the "hand‑drawn boarding pass" experience, designed in a blind‑box format, attracting long queues.
Ms. Lee, a participant from Hong Kong, said: "The Fair was lively and packed. The organisers did an excellent job blending education and culture throughout the venue. This exhibition helped me understand the cultural and tourism stories of Hong Kong and beyond. The final stop, 'Hand‑drawn Boarding Pass', allowed me to sketch the images in my mind based on what I had read. Then, with AI generation, it was printed into a personalised boarding pass as a souvenir of this year's Fair. It was a lot of fun."
