The Design of the 2024 Book Expo: A Journey Through Creativity, Themes, and Strategy

The Design of the 2024 Book Expo: A Journey Through Creativity, Themes, and Strategy

After visiting on the first day, I can say that while the familiar ambiance was there, the experience felt refreshingly different. Instead of diving straight into the books, I want to focus on the expo’s overall design: the theme, the activities, the booths, the marketing strategies, and the subtle (and not-so-subtle) ways publishers capture your attention and, of course, your wallet.

The Theme: "Reading into the Next World Over"

The 2024 Book Expo’s official theme, “อ่านกันยันโลกหน้า” or “Reading into the Next World Over,” is both clever and timely. Given that October is synonymous with ghostly delights and the macabre, this theme taps into the collective love for spooky stories. The concept plays with the idea that books—and the love of reading—can transcend even death. It’s a fitting reflection on the enduring power of literature, and it perfectly aligns with the eerie atmosphere of the season.

Throughout the expo, you’ll find decorations inspired by Thai horror folklore. Among the highlights is a cute yet unsettling statue of Pee-Kra-Sue—a floating head with trailing internal organs—and a poster featuring Preta, the towering hungry ghost, depicted engrossed in a book. These elements don’t just add a fun, haunted vibe; they remind us that stories live on, even in the afterlife.

Stage Events: Ghostly Knowledge and Writing Challenges

At the center stage, the organizers have fully embraced the ghostly theme. Visitors can participate in a variety of activities, from a Q&A on Thai ghost folklore to panel discussions on the evolution of horror in literature. There’s even a corner where guests can write their own two-sentence horror stories—challenging visitors to create the most chilling twists in just a few words. The response? Overwhelming. Attendees eagerly penned short, terrifying tales that had everyone in awe.

Booths: A Mixed Bag of Creativity and Strategy

One of the standout features of the expo is the booth design, which varies greatly depending on the publisher. While the theme of death and ghosts was prominent, not all the booths followed suit. This isn’t surprising, as publishers have their own agendas, and not all of them can—or want to—be restricted by a thematic constraint. However, the few booths that did embrace the theme stood out dramatically, and I couldn’t help but wonder how much more immersive the event would be if everyone fully committed. Imagine a Halloween-esque fair where every booth aligned with the eerie, otherworldly theme. It would’ve been a dream!

1. Sense Book Publishing’s Chinese Shrine: A Yaoi Pilgrimage

One publisher that absolutely nailed it was Sense Book Publishing, known for their Chinese Yaoi novels. They built an elaborate Chinese shrine for fans to pay their respects to their favorite characters (referred to as “Huángdì” by fans). This wasn’t just for show—the shrine had a praying altar and even offered fortune-telling services for paying customers! It was a masterclass in immersive branding, perfectly capturing the spirit of fan devotion while promoting their niche market.

2. Futuristic Anime Zone by Phoenix Next

Another eye-catching booth came from Phoenix Next, affectionately (or not) nicknamed “นกย่าง” or “grilled bird” by Twitter users, in response to their high pricing strategy. Their booth had a sleek, futuristic design, complete with LED screens and a sci-fi aesthetic that wouldn’t feel out of place in an anime. Despite the online grumbling about their prices, the booth was packed, proving that their fans are loyal, even if begrudgingly so.

3. Minimalism: Let the Books Shine

While some publishers went all out, others opted for a more minimalist approach. Wara Publishing kept things simple with a plain backdrop and a few key graphics showcasing their flagship book. Meanwhile, P.S. Publishing used plastic baskets and fairy lights for an understated yet charming effect. Even Matichon, one of Thailand’s largest publishers, chose to go minimalist, enlisting famed illustrator Tuna Dunn to create their booth’s graphics. The result? A clean, airy space that let the books (and their sale representatives) take center stage.

4. Traditional Billboards: The Old Guard

Some booths stuck to a more traditional approach, pouring their resources into massive, eye-catching billboards. This isn’t a new strategy, but it remains effective. A large, well-placed billboard instantly communicates the essence of a publisher, their latest releases, and their overall brand identity. It may not be the most cutting-edge tactic, but it works.

5. Commercial Design: All About Business

Then there are the “commercial” booths—practical, no-nonsense designs that prioritize function over flair. The major players like Nanmee, Naiin, B2S, and Jamsai took this approach. These booths were all about sales: prices, promotions, and discounts were front and center. While not as visually striking as some of the others, this design choice fits their brand identity. They’re here to sell books, and they’re going to do it efficiently.

One trend I particularly enjoyed across the board was the increasing presence of “broadcasters”—staff members who engaged directly with visitors, recommending books and answering questions. It’s a personal touch that brings the human element back to the expo, creating the kind of interaction that’s at the heart of events like this.

Other Notable Designs: Japanese Inspiration and Classic Thrills

Finally, a special mention goes to booths like Vibulkit and Daifuku Publishing, which were inspired by Japanese aesthetics. Their elegant, minimalistic designs brought a sense of calm to the otherwise bustling event. And for those who prefer a more classic feel, a few booths went with tried-and-true thriller themes—dark colors, moody lighting, and plenty of suspense.

In Conclusion: A Design to Remember

While not every publisher fully embraced the deathly theme of “Reading into the Next World Over,” the 2024 Book Expo was a design showcase nonetheless. From shrines and futuristic LED screens to minimalist layouts and bold billboards, the variety of approaches kept things visually exciting. Some aimed for art, some for commerce, but all had their unique way of capturing the attention of readers.

The event, like the books it promotes, offered something for everyone. Whether you came for the stories or the spectacle, this year’s expo proved that there’s always something new—and often, a little haunting—to discover.