Why are Tet books becoming more beautiful and high-quality but readers are still indifferent?

Tet books – cultural beauty of spring

In recent years, Tet books have become a spiritual gift that many people choose to give to relatives and friends during the New Year. Share with Vietnamese people, literary critic Pham Xuan Nguyen affirmed that this is a cultural feature that has appeared for a long time, starting from the late 20s of the twentieth century, with works such as “Book to watch Tet” by Tan Dan Thu. Quan (published in 1928). Later, due to the ups and downs of history, Tet books gradually became absent from the market. By 2019, Dong A Book Company pioneered bringing Tet books back to readers, with a publication called Ky Hoi Tet Books 2019.

“In recent years, every time the Lunar New Year comes around, publishers often release special publications to celebrate Tet and welcome Spring. Because they are released on a special occasion, these books are carefully cared for. Tet books often include works about customs and traditions, famous works of past and present writers, happy stories, and taboos about sadness and misfortune. In terms of design, Tet books have bright, vibrant colors, giving readers a feeling of warmth and excitement when holding them. I think it’s a happy sign, a good tradition of reading culture.” Literary critic Pham Xuan Nguyen spoke.

This year, Dong A Book Company and Literature Publishing House continue to bring readers books Book for Tet Giap Thin 2024 selected by writer Ho Anh Thai, with the participation of 60 authors and artists. The book takes readers through different levels of emotions with 5 parts “Spring Prelude”, “Literature”, “Poetry”, “Music”, “Painting”. Here, readers can return to the old days, recalling the atmosphere of celebrating Tet in Northern villages; Learn famous songs about spring such as: Childhood swallow wings (Pham Tuyen), Lull me with every warm spring (Trinh Cong Son), or discover more about the custom of taking wives during the spring festival of the northern mountainous people…

Readers will see names that have become familiar: Nguyen Thi Thu Hue, Ma Van Khang, Ho Anh Thai, Phan Thi Vang Anh… even newer names that have more or less left their mark in your heart. Read: Huynh Trong Khang, Hien Trang… The publication also includes illustrations by Hoang Phuong Vy, Quyen Thai, Dao Hai Phong, Ngo Xuan Khoi, Dang Xuan Hoa, Kim Duan… and many other artists.

Kim Dong Publishing House launches a children’s publication titled Enjoy Tet with the participation of writers of many generations. This is a collection of stories, poems and introductions to music and painting with spring and Tet themes, arranged in four corners: Tet Reading Corner, Enjoyment Corner, Old Tet Corner and Discovery Corner.

In this publication, readers will enjoy warm spring stories by authors Xuan Quynh, Tran Hoai Duong, Ly Lan, Kim Hoa, Rosita Nguyen; listen to the beautiful spring poems of Nguyen Vinh Tien, Hoai Khanh, and Thuy Anh; “tasting” the jam of author Gianni Rodari – the “Buddha” of Italian literature; or attend a cassava “part-ti” meal with a “super muddy” group in Xom Om Xom hamlet of Hoang Giang…

Meanwhile, Thai Ha Books and Past and Present Magazine launched the book Vietnamese Tet, providing readers with multi-dimensional perspectives on Tet from North to South to neighboring regions of Vietnam. Coil Vietnamese Tet focusing on the rituals and customs of the Lunar New Year in our country with the desire to find customs with Vietnamese identity to preserve and promote.

Canh Cam Books group combined with Vietnamese Women’s Publishing House to participate in the Tet book season with a picture book Dragon village celebrates Tet, allowing readers to enter the world of lovely dragons Mui Tit, Tho Lo, Toothless, Nung Ninh, Xi Muoi… to learn about Vietnamese culture. In book Tet in my heart of the children’s book brand Lionbooks, the beauty of each region of Vietnam is vividly recreated, expressing the spirit of Vietnamese Tet with the many uniqueness and diversity of ethnic communities and many terrains: from majestic mountains, to vast seas, to brilliant plateaus and vibrant plains.

Dinh Ti Books launches a series of books Reading books in spring – Gathering to celebrate Tet, Includes 3 books: The best fairy tales about Tet (interesting and attractive fairy tales about Tet); Tet poems for children (including cheerful, rhyming poems combined with vivid, brilliant illustrations); A warm and loving Tet (interesting, humane works, full of Tet colors).

Are publishers wary of the decline in Tet book consumption?

Exchange with Vietnamese peopletranslator Nguyen Tuan Binh – owner of Binh Ban Books (one of the best book selling sites on social networking platforms) said: “This year’s Tet book market has decreased in quality and quantity compared to previous years. Last year. From 2020 – 2023, many units made Tet books, diverse and rich. But this year, the most prominent were only 3 traditional units: Dong A Book Company (Tet Books), Kim Dong Publishing House ( Sipping Tet) and Thai Ha Books (Vietnamese Tet)… Among them, Dong A and Kim Dong have been persistent in making Tet books for many years, maintaining the brand and style so readers are still excited to buy them as “a habit”. familiar” on Tet.

“Up to this point, the two books are Tet Books (Dong A Book Company) and Nham Nhi Tet (Kim Dong Publishing House) both sold well compared to other books released at the same time. The brand and product style have stabilized, and readers are also familiar with those publications. Bookmaking units maintain their “form” with beautiful editions, especially the collection of many outstanding contemporary writers along with impressive illustrations. That’s what keeps readers buying these “gifts” on Tet” – Mr. Nguyen Tuan Binh commented.

Mr. Nguyen Tuan Binh also said that the reason why Tet book publications become less abundant is because book market consumption in 2023 will decrease sharply (by 60% in 2022), so units are somewhat hesitant. Meanwhile, Tet books are timed, only selling well 1-2 months before Tet, that’s why many units don’t take the risk.

“This also creates a positive side in that poor quality, “fast food” books no longer appear on the market. In the period 2020 – 2023, many units invest heavily in design (looks good). like a gift box) but little investment in content. However, after just one year, readers already know and it is difficult to stay in the market,” Mr. Nguyen Tuan Binh said.

It can be seen that Tet books are a beautiful cultural feature in spring days. This is not only an elegant and impressive gift, but also preserves unique cultural beauty and special Vietnamese Tet works. The return of Tet books in the last 5 years is a good thing for the book market, however the decline in consumption is also a big challenge for publishers, requiring new ideas in how to present content. present, both in content and form.