Contrary to what many believe, Thai publishers who produce mainly content of local interest are finding it easier to expand their reach to nearby countries, especially to large emerging markets in East Asia such as mainland China, Taiwan and Asean member states like Malaysia and Indonesia. This point was made recently by Chonrungsee Chalermchaikit, vice-president of the Publishers and Booksellers Association of Thailand (Pubat).
Chonrungsee Chalermchaikit, vice-president of the Publishers and Booksellers Association of Thailand (Pubat): ‘The greatest opportunities for us lie in Asia where the degree of cultural difference is less.’
Books for children enlivened with beautiful illustrations and lifestyle-type texts on boosting one's spiritual development are two genres that are attracting a lot attention from overseas publishers, she said.
Thai books receive little or no attention from Western/European publishers, however. "There's a huge cultural difference," Chonrungsee reasoned. "So the greatest opportunities for us lie in Asia where the degree of cultural difference is much less."
Pubat is promoting Asean literature and a greater awareness of copyright law in order to prepare the way for selling Thai books in East Asia and Asean. An association of Thai writers recently ran a full-day workshop on Asean literature. And at the 11th Bangkok International Book Fair, which winds up this evening, a number of workshops have been conducted on Asean or AEC (Asean Economic Community) themes.
Thai publishers like Plan for Kids, EQ Plus and the Sukkhapabjai Group have been taking part in trade events held abroad, such as the international book fairs in Frankfurt, Taiwan and Beijing, for many years now. "Recently, we've noticed more foreign publishers visiting our booths. Yes, we have to do a lot of promotions such as dressing in traditional Thai styles and serving Thai food. Anyhow, people paid attention," said Chonrungsee, who takes care of international affairs for Pubat.
Demand and reading tastes vary greatly. Malaysian and Indonesian publishers tend to purchase Thai-produced children's books and cartoons of an educational nature based on the quality of the illustrations and content. Publishers from mainland China are fond of spiritual development books from Thailand, with Sukkhapabjai recently sealing a deal with a firm there for the Chinese rights to Dern Sue Issaraphab (Walk to Freedom) by Pramuan Pengchan.
The Chinese version of Dern Sue Issaraphab (Walk to Freedom) by Pramuan Pengchan.
"I think Chinese readers need answers about spiritual development. Yet, the content must have a modern lifestyle flavour and not just be about faith and religion," she said, adding that at a recent book fair in Beijing the authorities asked Thai participants not to display texts on Tibet or the Dalai Lama in their booths.
Some foreign publishers also have special needs, she said, mentioning a request from publishers in Muslim-majority Malaysia for illustrators to adjust certain drawings.
"So the illustrators had to remove pigs and references to pork from drawings in certain books plus any related text. They were also asked to depict character wearing only clothes which are in line with Islamic dress codes," Chonrungsee explained.
"I think children's books from Thailand are become better known and more acceptable in other parts of Asia thanks to constant improvements by our cartoonists and illustrators. Our publishing technology and design also contribute to that strength," she said.
Not all Thai-originated content appeals to foreign publishers, however. For instance, serious Thai literature _ the type that tends to win literary awards _ receives little attention overseas. One reason for this is the shortage of skilled Thai-to-English translators; another is that such works usually reflect the preoccupations of Thai society which may not be of great interest to readers in other countries. "Content of this depth is for a specific type of reader; it is not suitable for a mass market," she said.
And, like any business sector, Thai publishers need support from their own government, whether in the form of direct financial aids (grants, subsidies) or in terms of marketing or the framing of official policy.
The Republic of Korea is a good example of this, Chonrungsee said. Over the last decade, the South Korean government gave funding to foreign publishers who wished to publish Korean translations of novels and other books. On top of that, copyright fees on South Korean books were capped at a relatively low rate for many years.
Thai firms publishing books in Korean used to receive very generous financial support from Seoul, sometimes as much as 80% of their total production costs.
"But when South Korean literature became more popular, the South Korean government stopped giving support to foreign publishers and copyright fees for South Korean books were allowed to increase. So, the promotional period is is over now and it is now time for South Korean publishers to do business and make money."
Chonrungsee said it is interesting to observe the extent to which our own Commerce Ministry has been helping Thai publishers take part in international book fairs.
"Thai publishers have travelled with the assistance of the Commerce Ministry to many book fairs and we wholeheartedly thank the ministry for its support. We have to do a lot of promotion by ourselves. Sometimes, we even dress in traditional Thai costume and serve Thai food in order to attract people's attention. So where is the Ministry of Culture?, you might well ask. We, too, are asking ourselves the same question. For this is indeed an issue that should be handled by our Ministry of Culture."
