Read an exclusive interview with Oskar Ekström, director of the Book Fair.
The Book Fair is more than just a fair—it’s part of the public discourse. How do you view your responsibility in that regard?
– It’s one of the Book Fair’s most important missions. We must reflect our times, even when they’re complex or uncomfortable. Freedom of speech must be allowed to flourish within a safe framework where conversations can take place respectfully. In a polarized society, such forums are becoming increasingly important.
How do you work strategically to keep the Book Fair relevant year after year?
– By being clear about our core—literature, education, and storytelling—while remaining open to new forms of expression. Relevance isn’t about chasing trends, but about understanding the present and daring to develop formats, themes, and voices without compromising on content.
What has been the most important lesson learned in the effort to strengthen the Book Fair’s brand over time?
– Strong brands are built through content and trust, not campaigns. The Book Fair’s position stems from consistency: a long-term commitment to quality, transparency, and relevance. When conversations are genuine, engagement and impact follow.
How do you determine which themes or focus areas to highlight each year?
– The themes emerge through dialogue with contemporary society and with the various stakeholders involved in the fair—publishers, authors, the public, and the broader social discourse. Adult Education and Games are examples of themes that reflect both developments in literature and broader social issues.
What do you think is the reason the Book Fair in particular stands out this year?
– That we combine substance with curiosity. The Book Fair is at once a public celebration, a forum for ideas, and an industry gathering—an unusual combination. The entire storytelling ecosystem comes together here, from literature and podcasts to BookTok and international guests, which feels very relevant right now.
We are proud to once again present the Event of the Year award – a prize that recognises exceptional planning, creative excellence and organisational prowess in meetings and events. The award will be presented during an exclusive industry networking event following the first day of the trade fair.
👉 Book your free trade fair ticket here: http://bit.ly/46p8sAe