Turning the page: how book festivals are reviving reading culture in Kazakhstan

Beneath the wide glass roof of a modern exhibition hall, children listen intently to a storytelling session while their parents browse the latest local bestsellers. Teenagers pose for photos with their favorite authors. Nearby, publishers and librarians exchange contact details and recommendations. This could be a scene from any of Kazakhstan’s growing number of book festivals — from Almaty’s Kitap Fest to Shymkent’s KITAPshow to the Eurasian Book Fair in Astana. Once rare, these festivals are now regular cultural events, and they are playing a key role in revitalizing the country’s reading culture. In recent years, literary festivals have become increasingly visible across Kazakhstan, offering not just a venue for showcasing new titles but also a space for rekindling public interest in reading.

One of the largest and most symbolic of these events is the Astana Eurasian Book Fair — 2025, a five-day celebration that brought together readers, writers, and publishers from across the country and beyond. The fair’s buzz and bustle reflect a broader trend: after years of decline, Kazakhstan’s reading culture is turning a new page.

Around 70 exhibitors – including publishing houses, book retailers, universities, and printing firms – came from Kazakhstan, Russia, Turkey, Iran, Uzbekistan, China, Portugal and beyond to showcase their books . The event’s goal, as organizers underscore, is to “popularize reading, form a culture of conscious reading, promote new books… and develop international cooperation” in the literary field . Farida Tobasholova, a representative of Foliant, the Kazakh publishing house that founded the fair in 2016, elaborates: “Our aim is to inspire people to read more and create a space where authors and readers can connect,” she says  . Over the years, the Astana fair has indeed evolved into that space – “a real book holiday” that readers across the country eagerly anticipate each spring .

This year’s festival opened with even greater fanfare than usual. April 23, 2025 – the fair’s first day – was declared Kazakhstan’s inaugural National Book Day, a new state initiative to promote reading culture nationwide .  That sense of higher purpose permeated the fair’s festive atmosphere. Organizers and attendees alike spoke of a shared mission: to rekindle a love of reading in Kazakhstan, especially among youth. “These events spark interest in reading — especially among young people. That’s essential in a country where the reading habit still isn’t strong,” says a representative of Qasym Publishing, one of the exhibitors . He points out that while book sales are nice, the real importance of a festival like this is “for society. Few people read nowadays, but a fest like this can awaken curiosity. Our main goal is for Kazakh people to read more in Kazakh – to discover world literature in our language. This festival brings us one step closer to that goal.”

A festival and a movement

Over its eight years, the Astana Eurasian Book Fair has grown into one of Central Asia’s largest literary gatherings. It began humbly in 2016, but gained momentum after being featured in Astana’s Expo-2017 cultural program. Now it’s an annual spring fixture that positions itself as a bridge between Europe and Asia – much like Kazakhstan itself. Admission is free, encouraging families and curious passersby to wander in. Many do: organizers expected tens of thousands of visitors over the five days, a turnout modest by global standards but unprecedented in Kazakhstan’s recent memory.

That enthusiasm was unmistakable in the air. Some bibliophiles arrived with rolling suitcases to haul away their purchases, taking advantage of publisher discounts. Farida Tobasholova, of Foliant Publishing, recalls one particularly ardent reader spending nearly 200,000 tenge (over $400) in a single visit — leaving staff astonished and delighted at the passion for books. “People were even asking, ‘Are all these books really in Kazakh?’ – they were amazed at how many quality titles now exist in our language,” she said. The fair, in short, has become a carnival of reading — a space where the printed word is celebrated as treasure.

As if to reinforce that point, the Astana fair continues a popular tradition alongside the sales and displays: a “Best Book of the Year” contest. Prizes are awarded for best fiction, non-fiction, children’s book, debut work and more – including a special Grand Prix from TURKSOY, the Turkic cultural organization, honoring literature that strengthens cultural ties. The competition not only rewards excellence but also creates buzz around books. Readers crowd the stands of the shortlisted titles, eager to discover Kazakhstan’s next great read. Such initiatives feed into a wider movement. Book festivals have been popping up across Kazakhstan, each adding momentum to the country’s reading revival. In Almaty, the nation’s largest city, a grassroots literary event called Kitap Fest (meaning “Book Fest”) has flourished since it started as a small outdoor fair in 2014. “In the first year, we had just 13 publishing houses participating. Now we have around 70,” says Zhuldyz Omarbek, Kitap Fest’s co-founder and director of the QazaqMura digital library. “Initially, we sold about 100,000 tenge (≈$200) worth of books. In recent years, one publisher alone sold 3 million tenge (≈$5,800). There’s a growing number of Kazakh writers and increasing interest in local stories and Kazakh-language literature,” Omarbek notes, reflecting on the festival’s success. Her observation is borne out by the crowds: last year, Kitap Fest drew thousands of young people, families, and elders alike to its open-air stalls.

Similar energy is building at other events. Each April in Almaty, the National Library hosts KITAPshow, a festival timed with World Book Day, and newer literary happenings like Fahrenheit Fest bring together contemporary writers and poets for public discussions. All these events feed into each other, collectively stoking public interest in literature. By comparison, Astana’s Eurasian Book Fair remains the pinnacle – a more industry-oriented showcase that still welcomes ordinary readers in droves. As one local cultural analyst wrote, “it is obvious that our Eurasian book fair should have its own face… to show something original of our country and culture”. Judging by the mix of traditional Kazakh storytelling and international participation on display this year, the fair is indeed developing a unique identity.

Importantly, the festival boom is not just benefiting readers – it’s also providing a vital platform for writers and publishers, especially new and independent ones. “For a young publishing house like ours, this kind of festival is incredibly valuable,” says Aigerim Keulimzhai, a children’s author who founded a small press called Ariya Publishing. 2025 was the first year her team took part in the Astana fair, and it proved eye-opening. “Many people had never heard of us before. They came by our booth, asked about our books, followed our Instagram page, and later some of them bought our books,” Keulimzhai recounts of her experience. Beyond direct sales, the exposure was priceless. She was able to network with fellow publishers and even struck up conversations with bookstore representatives about getting her titles onto their shelves. “It’s useful on multiple levels: you meet other publishers, you exchange contacts with bookstores, and you begin negotiating shelf space,” she explains. “But beyond that, you present yourself to the world — and that matters.” The most rewarding part for her, however, was the interaction with the public. “There were so many conscious, engaged families – parents selecting books together with their kids,” Keulimzhai says, describing how it gave her a glimpse of the next generation. Some of the children even had uniquely Kazakh names like Nayza, Umai, and Jusan. “It was beautiful. I signed a lot of copies for them. One father asked if I had a bedtime storybook to help calm children before sleep. Others wanted books about planets, or titles in English. The curiosity was incredible.” In those moments, she felt the pulse of a changing Kazakhstan – “an educated, conscientious generation growing up,” as she puts it.

Veterans of the publishing scene echo the sentiment that the fair is expanding the market. Qasym, an independent publishing house based in Astana, has participated in the Eurasian Book Fair multiple times and noticed a shift this year. “We’ve taken part two or three times already, but this year’s turnout was especially strong,” says a representative of Qasym. “In five days, we saw excellent sales – better than expected. Around 30–40% of our customers were people who hadn’t heard of us before. That tells us the fair isn’t just for loyal readers — it’s growing the market.” Indeed, Qasym’s booth featured around 150 titles – all in Kazakh – spanning drama, fantasy, history, and more. The new visitors were often astonished. “People were amazed we publish only in Kazakh. They couldn’t believe we had so many genres,” he says, noting that the surprise itself carries a lesson. “It’s important to show that Kazakh-language literature is not limited — it can be as rich and diverse as any other.” When asked about the broader role of such festivals, Bolatov is clear that their value reaches beyond business. “Yes, it helps publishers with sales and exposure, but the deeper value is for society,” he explains. “These events spark interest in reading – especially among young people. That’s essential.” He believes the surge of interest at the fair can translate into a lasting trend: “I feel like reading in Kazakh is becoming a trend, even a fashion. If events like this become more frequent, that process will speed up.”

Notably, the Astana fair itself owes some of its success to looking outward. Since 2020, Foliant (the fair’s organizer) has been taking part in major international book expos – from Frankfurt to Bologna – to gain experience and bring best practices home. “We realized that our country needed an event at this level, and we set out to make it happen,” says Tobasholova, who notes that there are even plans to launch a similar large-scale book fair in Turkistan in the future. By learning from global peers, Kazakhstan’s organizers are crafting an event that is both world-class and uniquely local, blending global ideas with homegrown cultural touches.

Turning the page to kazakh language

Perhaps the most significant trend powering Kazakhstan’s literary revival is the rise of Kazakh-language books. Two decades ago, one would hardly find any books in the Kazakh language at major bookstores – they accounted for less than 1% of titles on the shelves. Today that figure is closer to 10% and climbing. In the past five years alone, over 12,700 Kazakh-language books have been published, including more than 4,000 titles in 2023 with a total print run exceeding 4.2 million copies. This growth was on full display at the Astana fair, where many booths proudly showcased Kazakh-language offerings – from poetry collections to science fiction. Foliant, the publisher that runs the fair, has been a driving force in this shift. Last year, Foliant released 243 new book projects, approximately 90% of them in Kazakh. This deliberate focus on the state language aligns with national policy – and with reader interest. As Kazakhstan works to strengthen its cultural identity after decades of Russian-dominated media, literature in the Kazakh language has taken on newfound importance.

Yet the transformation hasn’t come easily. Even as the Kazakh-language segment expands, the country remains heavily dependent on imported books. By various estimates, 80–90% of books sold in Kazakhstan are printed abroad, mostly in Russia. For years, Russian publishers and bookstores have dominated the market, offering a vast catalog of titles – often at prices local publishers struggle to match. “Russian publishing houses are capturing our market. This is one of the instruments of colonization, I believe,” warns Bakhytzhan Bukarbay, a Kazakh publisher, in remarks at a recent parliamentary hearing. He points out that Russian books, heavily subsidized by their government, often sell in Kazakhstan for just a few hundred tenge, whereas Kazakhstani books – burdened by higher production costs and smaller print runs – might cost several thousand tenge. That disparity leaves local presses at a stark disadvantage in bookstores. “The Russian state subsidizes its publishing houses, and only because of this their books can be five times cheaper,” Bukarbay notes, calling for protective measures to nurture homegrown publishers. There are signs that the message is being heard: Kazakhstan’s Ministry of Culture has floated proposals to reduce taxes on domestic book production and to fund more direct translations of foreign bestsellers into Kazakh. Meanwhile, the National Book Chamber reports a gradual uptick in locally produced titles each year.

Those in the vanguard of Kazakh publishing say the mission goes beyond business – it’s about cultural empowerment. “A language’s richness depends not just on vocabulary, but on the breadth of available information. To grow, we need to translate human knowledge… we must make humanity’s intellectual achievements available in our language,” insists Shyngys Mukan, who founded the independent publisher Mazmundama in 2018. Mukan and his peers in this new wave of publishers have taken risks to broaden Kazakh-language content. They’ve worked on translating international nonfiction into Kazakh – from self-help classics by Dale Carnegie to scientific works – often printing modest runs and hoping curiosity will turn into sales. Not every bet pays off, Mukan admits, but the last few years have brought “strong growth in the Kazakh-language book market,” convincing him that the readership is indeed expanding.

For those manning the booths in Astana, the shift is evident in every surprised smile of a visitor discovering a book in Kazakh. “We saw people’s astonishment and joy right in front of us,” Tobasholova says of the fair. “Many noted how the number and quality of Kazakh books have grown. Some couldn’t believe that world classics and bestsellers have been translated into Kazakh – they asked us multiple times, ‘Really, is this available in Kazakh?’” For publishers who have toiled to expand the language’s literary repertoire, moments like that are deeply rewarding. “It’s a huge joy and motivation for us,” she adds, knowing that each new reader who embraces a Kazakh book is a small victory for the country’s cultural future.

Local stories on a global stage

Kazakhstan’s literary renaissance is unfolding in parallel with a vibrant global culture of book fairs. In sheer scale, of course, the Astana Eurasian Book Fair is still a boutique affair compared to the giant festivals overseas – but its significance for the country is immense. For context, Germany’s Frankfurt Book Fair, the world’s largest trade book expo, draws over 7,300 exhibitors from more than 100 countries and hundreds of thousands of visitors each year. The Sharjah International Book Fair in the UAE, one of the biggest public book festivals, recently attracted an astonishing 2.19 million visitors in 2023. And the industry-focused London Book Fair sees around 30,000 publishing professionals gather annually in the UK capital. Book fairs in cities like New Delhi, Beijing, or São Paulo each bring in well over 100,000 attendees, reflecting huge national readerships. By those measures, Kazakhstan’s fair in Astana – which anticipated on the order of 20–30,000 visitors this year – is smaller. But observers are quick to note that it’s not about breaking world records; it’s about creating a literary ecosystem that fits Kazakhstan’s needs. Indeed, the very presence of authors and publishers from neighboring Central Asian countries, as well as from Russia, China, Turkey and beyond, gives the fair a distinctly Eurasian flavor unlike any other. Deals made here are often regional: a Kazakh publisher selling rights to a Kyrgyz firm, for example, or a Turkish publisher partnering with a Kazakh author for a translation. Such transactions might fly under the global radar, but they are crucial for the exchange of literature across Eurasia.

Ultimately, the measure of success for all these efforts will be a new generation of readers. And in the lively aisles of the Astana Eurasian Book Fair, there are plenty of signs that generation is taking shape. Teenagers hunted for the latest fantasy sagas; elders searched for newly published historical novels to gift to their families. Many who strolled through the fair – young and old – described a sense of pride and possibility. By bringing readers, writers, and publishers together, Kazakhstan’s book festivals are reinforcing the idea that Kazakh language and literature have a vibrant future. They are also sending a message that literacy – in any language – is a value worth celebrating. 

Kazakhstan’s growing network of book festivals is more than just a series of cultural events — it is a sign of a society reconnecting with literature, language, and shared intellectual life. From regional fairs in Shymkent to large-scale gatherings in Almaty and Astana, these events are becoming essential touchpoints in the country’s cultural calendar.

While challenges remain — including limited readership data, competition from digital entertainment, and uneven publishing infrastructure — the momentum is unmistakable. Organizers, publishers, and readers alike are building a new ecosystem where books matter again — not just as commodities, but as tools for national reflection, education, and community.