Bangkok, Thailand – Bookstore chain B2S has launched its “B2S Book Curated for You” campaign in collaboration with publishers, as part of efforts to strengthen Thailand’s reading community and expand its retail ecosystem.
The initiative centres on curated book selections, community-building, and an integrated online-to-offline experience, as the retailer targets continued growth in the local book market.
The campaign also reflects a broader strategy to position B2S as a lifestyle-oriented bookstore, combining retail, community engagement, and digital access. The company is expanding partnerships with publishers while introducing dedicated “shop-in-shop” zones, particularly in children’s and family categories.
Among the campaign’s components is the introduction of “Curated Publishers” spaces, featuring content from partners such as Asia Books, YAAKZ, Nanmeebooks, and IDC. These sections are designed to cater to different reader segments, including students, families, and working adults.
B2S is also redesigning children’s book sections based on age groups and developmental stages, while continuing to invest in in-store staff training through its “Book Guru” programme, which equips employees to provide tailored recommendations.
To support its omnichannel strategy, the company has introduced the “B2S CLUB” platform, which integrates online and offline services. Features include purchase tracking, a reading calendar, upcoming release recommendations under “Next Read,” and a review-sharing function. Membership is free and includes access to discounts across all branches.
The retailer currently operates 125 stores nationwide and plans further expansion in Bangkok and other key cities. It is also strengthening its presence across e-commerce platforms such as Shopee, Lazada, and TikTok to improve accessibility for digital-first consumers.
Beyond retail, B2S continues to roll out initiatives aimed at promoting reading and education. Its “The1 E-Library” provides access to over 1,000 free e-books for teachers and students, while the “Books to Schools” programme facilitates donations of second-hand books to underserved schools. The initiative collected more than 3,290 books in 2025, according to the company.
The campaign will also extend to offline events, including participation in the National Book Fair and International Book Fair, scheduled from March 26 to April 6, 2026 at the Queen Sirikit National Convention Center. The fairs will adopt the theme “Read Xercise,” positioning reading as a form of mental wellness, and will feature book showcases and author engagements.
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