60% of digitally-engaged households globally now consume children’s e-books,

The Rise of Slowbooks

Nguyễn Hữu Quỳnh Hương – writing as Minh Là Hũ – has evolved from a popular young author into a formidable publisher championing Vietnamese picture books on the global stage. Her venture, Slowbooks, represents a new generation of Vietnamese publishers actively securing international rights deals.

International Rights Success

In early 2026, Seomdre Publishing of South Korea acquired rights for Xuân gọi bầu trời nhuộm nắng (Spring Calls the Sun-Painted Sky), a Vietnamese New Year title.

This marks Slowbooks’ second Korean sale and fourth international deal overall, following the success of Dạo bước với thời gian (Walking With Time). The latter’s inclusion in the prestigious 2025 White Ravens catalogue – an annual selection of just 200 outstanding titles from 50 countries compiled by Munich’s International Youth Library – significantly boosted Slowbooks’ visibility.

According to industry reports, the Asia-Pacific picture book market is growing at 4.5-6% annually, driven by increasing literacy rates and expanding middle-class consumption, creating fertile ground for such transactions.

Overcoming Market Stereotypes

Vietnamese literature suffers from limited global recognition, with fewer than 150 local publishers competing in a market where digital sales already comprise 30% of revenue.

International partners often perceive Vietnamese publishers as passive buyers rather than rights sellers, assuming domestic markets are “not viable” and quality standards remain low.

Slowbooks actively counters this through strategic fair participation, pursuing scholarships to attend events like Taipei and Busan International Book Fairs. Their young, industry-trained team (all under 35) specialises in children’s literature and illustration, enabling agile responses to evolving publishing platforms.

Sector Challenges and AI Disruption

The publisher identifies critical weaknesses in Vietnamese picture books: authors prioritise text over visual narrative, educational messaging feels didactic, and thematic treatments lack sophistication.

This contrasts sharply with European preferences for universal stories versus Asian demand for culturally specific content.

Furthermore, 60% of digitally-engaged households globally now consume children’s e-books, while AI-generated illustrations are emerging as a disruptive force.

The View From The Beach

Slowbooks will launch Vietnam’s inaugural Children’s Picturebook Festival in Ho Chi Minh City, fostering industry capacity while accelerating rights exports. With APAC representing publishing’s fastest-growing region, such initiatives position Vietnamese publishers to capitalise on burgeoning demand for culturally authentic children’s literature.

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This post first appeared in the TNPS LinkedIn newsfeed.