Participants in the October 17 Guest of Honor Philippines news conference at the 2024 Frankfurter Buchmesse. From left are Jaya Jácobo; ambassador Irene Susan B. Natividad; Dante Francis Ang II; Karina A. Bolasco; Eric Zerrudo; Patrick Flores; Budjette Tan; and Frankfurt president and CEO Juergen Boos (right). Image: Publishing Perspectives, Talita Facchini
By Talita Facchini | @talitafacchinii
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Frankfurt’s Guest of Honor Handover: Italy to the Philippines
Frankfurt’s 2025 Guest of Honor: The ‘Landscape’ of the Philippines’ Literature
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Boos: ‘The Importance of Storytelling’
Othe morning of “Frankfurt Thursday” (October 17), the Guest of Honor Philippines program held a news conference in Frankfurt Pavilion to unveil some details of the market’s plans for Frankfurter Buchmesse (15 to 19, 2025).
The announcement featured curators Patrick D. Flores and Karina A. Bolasco, as well as Dante Francis Ang II, chairman of the National Book Development Board; Eric B. Zerrudo, executive director of the National Commission for Culture and the Arts; and Irene Susan B. Natividad, ambassador of the Philippine embassy in Germany.
In addition, two members of the author delegation offered insights into their work—the transfeminine artist Jaya Jacobo and Ferdinand Benedict “Budjette” Tan, creator of Trese Comics.
The Philippine program, with 7,641 islands (some 2,000 of them inhabited) is being organized to showcase the archipelago’s history, literature, and heritage under the theme “The imagination Peoples the Air.”
Double interview: Boos and Cipolletta on Frankfurt’s Guest of Honor Italy. Image: FBM and AIE
Juergen Boos, president and CEO of Frankfurter Buchmesse, told the audience that although the Philippines is among the largest nations in the world, with more than 109 million citizens, “Filipino literature remains relatively unknown.
“As the country steps into its role as guest of honor, we’ll learn much about the importance of storytelling and the current cultural landscape of the nation.”
The Philippines is home to 183 different languages spoken across its 7,641 islands. The country’s program had a delegation of some 70 publishers, authors, and artists at Frankfurt 2024 this month in preparation for its central role next year, expected to include hundreds of titles on exhibition.
Bolasco: ‘More than 10,000 Titles’ in 2023
Karina A. Bolasco, head of the literary program and curator of books for the 2025 events, also shared insights about the market and the Philippine nation. More than 30 percent of the population is composed of young people, and 2 percent of the country’s people live and work abroad, she said.
Related article: ‘Frankfurt’s Guest of Honor Handover: Italy to the Philippines.’ Image: FBM, Marc Jacquemin
Last year, slightly more than 10,000 new titles were released in the Philippine market.
“This may not be as high as the output of neighboring countries,” Bolasco said, “but it’s the largest number in the last decade” from the Philippines’ publishing industry. She also pointed to the country’s strong distribution network, which can ensure titles are available to readers in the archipelago.
She added that the coronavirus COVID-19 pandemic boosted the market as online stores including Shopee and Osada began offering books among their products.
“Without the hefty commission that physical stores charged,” Bolasco said, “some publishers doubled or even tripled their sales. Another advantage brought by the pandemic was the acceleration of digital solutions. For most if not all companies, cashless payments and online transfers quickly became the norm.”
For next year’s guest of honor program, beyond showcasing the market’s cultural diversity, artistic, and Indigenous traditions and international perspectives, the Philippines plans to honor national hero José Rizal.
“For us, literature is more than just storytelling,” said Patrick Flores, curator of the coming Philippines pavilion. “It’s a social practice that connects readers to global ideas. Filipino narratives span genres and media, offering a unique perspective on history, culture, and contemporary realities.”
When the Philippines made its debut at Frankfurter Buchmesse in 1998, the country showcased 302 titles from 45 publishers. After a hiatus, it returned to the event in 2015. And in 2023, it was announced as the designated guest of honor for 2025.
In a message transmitted by video, Sen. Loren Legarda told the news conference, “This is a moment of immense national pride. With the support of the Philippine government, we see our country being celebrated at the world’s largest book fair as a testament to the tireless efforts invested in promoting our literary and creative spirit. We’re excited to share the stories of the Filipino people with the world.”
The country produces books across all genres: children’s literature, crime fiction, romance in both English and Filipino, graphic novels, academic biographies, memoirs, poetry, and fiction. Overall sales, as reported to the book board by publishers, reached 11.1 billion pesos in 2020 (US$190 million).
Arincipals from from the 2024 Guest of Honor Philippines program onstage in their news conference at Frankfurter Buchmesse on October 17 are, from left, Dante Francis Ang II; Karina A. Bolasco; Eric Zarrudo; and Patrick Flores. Image: Publishing Perspectives, Talita Facchini
Our 2024 Frankfurt Book Fair Magazine includes a special section of coverage on Guest of Honor Italy as well as information about the Philippines market, ahead of its 2025 turn as Frankfurt’s guest of honor market. The magazine now is available for download, free of charge, here.
Download your copy here.
You’ll also read our focused coverage of issues and events in the Guest of Honor Italy program; book market trends in Brazil, France, the Philippines, the Czech Republic, and Poland; perspectives on the international rights trade from Matthes & Seitz Berlin’s Meran Mentzel; commentary from independent publishers from Greece, Colombia, and Kenya.
PEN International president emerita Jennifer Clement speaks to Publishing Perspectives on censorship ahead of the IPA’s International Publishers Congress (December 3-5); there’s an exit interview with the outgoing IPA president Karine Pansa of Brazil; a wide-ranging interview with Scholastic chief Peter Warwick; perspectives on audio in Italy from Mondadori’s Miriam Spinnato; and more.
More on Frankfurter Buchmesse is here, more on Guest of Honor Philippines 2025 is here, and more on Guest of Honor Italy 2024 is here.
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