Maksatbekova’s work illustrates how entrepreneurial bookselling can address market gaps in emerging economies.
Aidai Maksatbekova founded IQ Bookstore in 2019, establishing the only English-language bookstore in Kyrgyzstan – a former Soviet republic in Central Asia where Russian and Kyrgyz dominate.
What began as a response to limited access to international literature has evolved into a cultural hub serving students, professionals, expatriates and “avid readers who are passionate about expanding their knowledge and perspectives through books”.
Market Context: A Modest but Growing Sector
Kyrgyzstan’s total market size reached approximately 215 million KGS (~$2.4 million) in 2023-2024, marking a 7.3% year-on-year increase. English-language titles represent a small but expanding segment – comprising 7% of language distribution (up 2% from previous periods), alongside Russian (65%) and Kyrgyz (28%).
Educational materials dominate as the most popular genre, though fiction has climbed to second position. With only 32 active bookstores nationwide and average book prices at 450 KGS (~$5), the sector remains price-sensitive yet receptive to quality offerings.
Business Model and Community Engagement
IQ Bookstore distinguishes itself through direct relationships with international publishers, enabling rapid access to global bestsellers “almost at the same time as they are released worldwide”. The inventory exceeds 5,000 titles across three languages, with particular strength in English-language acquisitions.
Beyond retail, Maksatbekova has positioned the store as a “cultural hub” incorporating a coffee corner, book clubs, and regular literary events and she conducts book fairs in schools and universities, strengthening ties with the academic community.
Digital Strategy and Marketing Innovation
Recognising the importance of discovery in a market where 78% of online book searches occur via mobile devices, Maksatbekova has embraced social media marketing.
The business is currently developing an enhanced website enabling customers to check inventory online – a significant operational upgrade for the region.
Publishing Initiatives: Bilingual Children’s Books
Expanding beyond retail, Maksatbekova has ventured into publishing, producing bilingual children’s books that support local literary development while connecting Kyrgyzstan with the global literary community.
The View From The Beach
Maksatbekova’s work illustrates how entrepreneurial bookselling can address market gaps in emerging economies. Her approach – combining curated international inventory, community programming, digital engagement and original publishing – offers a model for developing English-language readership in non-Anglophone markets.
The store’s success demonstrates that even in small markets valued at under $2.5 million, specialised retail can thrive through community-building and direct publisher relationships.
This post first appeared in the TNPS LinkedIn newsfeed.
