“Our books reveal the Asian mind and soul”

Claudia Kaiser, Vice President Business Development at Frankfurter Buchmesse, and Atty. Dominador D. Buhain, President and Chairman of the Rex Group of Companies, offer insights into why the region’s markets are well worth taking a detailed look at.

Asia is not one publishing market but a highly diverse set of markets, languages and reading cultures. What is one common assumption about Asian publishing that you would like to challenge, and which development on the Asia Stage illustrates why?

Claudia Kaiser: Yes, that is true: There is East Asia, with huge markets like Japan, China, Korea, then there is South Asia with the giant India, but also Bangladesh, the pain-stricken Nepal and Pakistan, then there are the ASEAN countries, or East Asia with 11 countries and at least 10 different official or national languages, and also Central Asia, with yet a different set of cultural backgrounds and identities.
So one thing that is common to all is the diversity which we want to showcase on the Asia Stage. Another common aspect is that cooperation between the markets is not as fluid and dynamic as it could be, and the West doesn't know much about some of these markets and the creative potential of these markets, i.e. Southeast Asia.
With the Asia Stage we would like to raise awareness of what is happening in the creative sector as well as the publishing markets in this huge region, and to create more visibility for the business opportunities that lie here and can be dug out. The sessions on the Asia Stage from Wednesday - Friday are focussed on highlighting business opportunities. On the weekend, we want the public to have fun and get inspired by literary and cultural events like the session about LGBTQ writing in Asia, Female authors from Asia, or an Illustrator’s Battle.

AI is transforming publishing worldwide, but its impact can look very different from market to market. Which applications or debates in Asia’s publishing industry should European publishers be watching more closely, and what could they learn from them?

Claudia Kaiser: As you know, the development in China is very fast, and some of their AI applications are more accessible than the US-made ones. 
India is also huge in developing and using AI. In some countries, AI is widely used, while it is not in others. The debates are very similar in Asia to those in Europe, particularly as markets are not growing in most countries, jobs are under threat, and ethical values are being challenged as well.
Generally speaking, AI is more easily manageable and used in Asia altogether, as legislation makes it more widely accessible. As mentioned above, Asia Stage is about visibility and accessibility to publishing and creative industries in Asia, and therefore about exchange. 
Exchange on this topic is extremely important.

Rex Education works at the intersection of publishing, education and knowledge. How are changing learning needs, digital formats and AI reshaping the role of educational publishers in Asia, and what does this mean for the future of knowledge publishing?

Atty. Dominador D. Buhain: The Educational Publishers’ Forum of the International Publishers Association conducted a survey of educational publishers in 2025. Its most significant findings are as follows:
A) Educational publishing thrives where there is a healthy balance between government leadership and private sector participation
B) Educational materials are most effective when they reflect the realities of the learners they serve. Locally developed content can better incorporate local history, indigenous knowledge, regional literature, community experiences, and cultural context.
C) Meaningful consultation between governments and publishers should occur at the earliest stages of curriculum and policy development to harness the expertise accumulated by authors, editors, researchers, and educational publishers over many decades.
D) Lastly, innovation must be balanced with responsibility. Digital technologies, artificial intelligence, or new models of content delivery should be used to improve learning outcomes while respecting copyright, intellectual property rights, and the creative labour that underpins quality educational content.

As a sponsor of the Asia Stage, Rex Education is bringing Asian perspectives to the international publishing community in Frankfurt. Which conversation do you believe the global industry is not having enough, and what would meaningful exchange between Asian and international partners look like beyond the book fair?

Atty. Dominador D. Buhain: Meaningful exchange is developed through a mutual understanding of one another’s unique history and culture that hopefully evolves into a realization that the human experience is universal and is enriched by the diversity of language, aesthetics and traditions. 
Asian literature reflects a long tradition of storytelling rooted in our unique observation of our environment and lifeways.
Our books, however long or short, funny or sad, real or unreal, reveal the Asian mind and soul. In our books, a reader will find the collective unconscious – that living, breathing pulse that binds all of humanity.
Sharing of best practices on translation and co-publishing is also needed to establish standards for the exchange of literature between countries. Asia Stage aspires to be the platform where these conversations begin.

The Asia Stage is located in Hall 5.1, A75. 

Explore the Asia Stage Programme: Programme and Event Calendar | Frankfurter Buchmesse 2026(opens in a new window)