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Children’s Books and Future of Reading in the Digital Age

Explore the thriving children's book market in Vietnam, with 20 publishers producing 5,000 titles yearly. Discover trends, foreign vs. domestic titles, pricing, and initiatives to engage young readers. Learn about the shift towards digital reading and innovative marketing strategies. Join us on a journey through the colorful world of children's literature in Vietnam!

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Children’s Books and Future of Reading in the Digital Age

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  1. Children’s Books and Future of Reading in the Digital Age Asian Publishers Fellowship Program in Seoul 2019VIETNAM, Thai Ha Books Publisher, TRAN PHUONG THAO

  2. Children are made readers in the laps of their parentsEmilie Buchwald

  3. About me • Name: Tran Phuong Thao • Email: thaotp@thaihabooks.com • Specialties: Rights, Translator, Executive • I have been working at Thai Ha Books since its founding in 2007. I have worked in multiple roles as an editor, translator, rights manager and now Vice President & COO • I have a good ability to predict the trend of publishing book in Vietnam. I often give an annual publishing orientation for company, for example: + In 2010, published the titles related to Early Education in pregnancy + In 2015, decided to publish the coloring books for adults + In early 2016, we decided to invest more in children books (0-6, 6-12) + From 2017 to 2019, published titles focus Green Living (for kids, parents, farmers..)

  4. About us – Thai Ha Books • Number of employees: 80 employees • Titles has been publishing in 12 years: ~ 1,500 titles • The six main publishing areas: Children, Parenting, Culture and Education, Green Living, Buddhism and Business • Logo: orange color, mixed with yellow (wisdom) and red (compassion). The circle means that the philosophy does not begin and does not end, long-life learning, knowledge is unlimited.

  5. Book Market in Viet Nam

  6. Market size • Population: 96,962,711 • Male: 50.1%; 36.1% in towns, cities.• GDP: 240.7 billion US$ (2018), Growth rate: 7.08% •Pupils : 15,514,000 (Primary School: 7,801,560, Secondary School: 7,618,434)•Students in colleges and universities: 1,767,879 • The average age: 31 – (young population)• Under 15 years old: 25.2% • From 15 – 64 years old: 69.3% • Above 64 years old: 5.5% •Internet users: 66% •Frequency of Internet use: 94% (every day)

  7. Market size *** In 25% reference book: • 70% titles are translated from USA, England, France, Japan, Korea and China, 30% titles are from Vietnam • 20% titles are picture book, children book, 20% titles are fiction book and 60% titles are others (business, parenting, science, nonfiction...) *** Average titles/person/year: 4.4 (include 3.5 titles are text book) *** Ebookin 2018: Rate of revenue when compare with paper book: ~4%, growth rate: 11.7%

  8. Vietnam: ranks 7th

  9. Vietnam publishing in social networks era Digital marketing: social networks such as Facebook, Instagram, Youtube, Google, Landing page, Website… E-commerce: Shop online, online book fairs, mobile banking Content: Less words, more images/pictures/illustrations/infographic • Form of paper book: Better quality, more attractive Ebooks and Audio Books: 80% is piracy (Novel, business, buddhism titles) • Distance between authors/publishers with readers is much shortened, even no limit

  10. Book launching Facebook (Fanpage/Group) Book fairs Website Landing Page Blog/Forum Thai Ha Books Brand Youtube Events Instagram Internal activities (Each ThaiHaBooker is one messenger) Internet Email marketing The way we attracted new young readers • Content: good quality; more illustrations • Try reading: reveal one or two chapters • Forms: good quality papers, special design • Games on Facebook: attractive • Gifts: variety • Service: upgrade in serve speed (delivery, answer messages/questions) • Market feedback of new titles: research quarterly • Discount more 2% for no using plastic bag • Spirit: Serve always Online Newspaper Journalism TV/Audio Newspaper/Magazine

  11. Zero waste home events/activities in ha noi, ho chi minh city, from June 2019-june 2020

  12. we collaborated with Korean friends in Books International to organize events giving Korean children’s books to primary schools. We also asked Vietnamese rights of those four titles and published in Viet nam.

  13. Reading books together, 2017 - now

  14. Reading books together, 2017 - now

  15. Children's book market There are 20 publishers/publishing companies participating in publishing books for children and young readers There are 5,000 titles per year (about 17% in publishing industry), focus on picture books, reference books, dictionaries, literary, life-skills books

  16. Foreign titles overwhelm domestic titles Reading culture for children is prospering. The bookstores, libraries, reading clubs for children ... are opening more and more, but there are not many names of new Vietnamese authors who are considered "famous author" to write books for children

  17. Finding and buying foreign rights seems to be faster and have many choices. Many areas of topics and genres which are organized by domestic authors/artists takes long time • Almost foreign titles are the comic books, science books, technical and non-fiction books

  18. The price of domestic literary works, in soft cover, is from 1.3 to 2.2 usd/copy • The price of foreign literary works, in soft cover, is from 2.6 to 6 usd/copy • Hard cover’s price is from 5.2 to over 8.6 usd/copy • The book for smaller children, the more expensive it is

  19. Children in rural areas are now is very difficult to have books because their parents do not have enough money and pay attention to this issue • Children in cities are very easy to touch mobile phones/ computers/ipads… with lots of games

  20. Future of children’s reading and reading campaigns for children in vietnam

  21. Books • Need to design and publish books with large sizes of magazines, 3D design images or pop-ups, interactive books. Opening every book page as if being entered into a new world, making the children with boundless curiosity desires, increasing imagination • Books with QR code link to Youtube/Website/Apps with voices and videos • Publish various titles that provide cultural knowledge for children, from Vietnam to Asia countries, and others

  22. activities • Workshops for children: invite authors, teachers and even famous kids to read or implement the content of the books such as children’s yoga books, science books, handmade books… • Bring books to children in rural areas via the networks of old-students, we called it is social responsibility. The old-students (now mature and have stable jobs) will work together to set up bookshelves for classrooms. Based on that, the schools and parents will contribute books monthly/yearly • Organize book fairs in kinder gardens/primary schools, events for launching books/ reading contests …. to help the teachers and parents in rural areas understanding the important role of books • Organize the games/contests for parents in cities must accompany their children in reading books daily (at least 20 minutes) • Organize creative contests for children as authors/illustrators to create a future generation of authors for literature

  23. THANKS YOU FOR LISTENING!

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