VOL.94/2026.05

Export Case

 

Imagination Beyond Borders:
The Whole New World in K-Picture Book

 

 

2026.05

 

 

Imagine a world where borders require no passports, thoughts have no ceilings, and the impossible becomes real. You might find yourself drifting on a cloud of cotton candy or catching fruit-flavored rain to make a bowl of shaved ice. That world, tucked inside a picture book, is simply waiting for a hand to reach out and a story to unfold. It is an essential place where imagination first ignites for the smallest of readers. Bringing these extraordinary worlds to Thai society and pushing beyond the story between the lines has been Nanmeebooks' vision and honor for over 30 years.

 

In recent years, Korean content and culture have gained widespread popularity across all age groups in Thailand and become a familiar part of our daily lives. Throughout my time managing international book rights for the Thai market, I have witnessed a continuous and overwhelming surge in the popularity of Korean titles. Among these, Korean picture books have emerged as one of the strongest and most resilient genres. With a diverse range of themes, including witty, laugh-out-loud stories and endearing character designs, as well as titles focused on knowledge and ethics, these books perfectly meet the diverse needs of their primary customers: parents and school personnel.

 

When observing the nature of Thai consumers, the most popular picture book characters are often those that move away from direct instruction or heavy emotional realism. Instead, they focus on positive storylines that spark imagination and encourage children to explore and build their own narratives. Most Thai parents and teachers believe that nurturing a positive spirit and a vivid imagination is key to helping children find their own voice. By encouraging them to speak their minds and explore new ideas, we are guiding them to grow into open-minded adults with a 'can-do' attitude - ready to embrace whatever the future holds.

 

A fascinating case study is the 'Yalacha MouseBrothers'(7 พี่น้องหนูจอมซน) series, which exemplifies this trend perfectly.

 

 

This seasonal series follows seven mouse siblings, each possessing a unique personality and playing a distinct role as the story unfolds. Together, they tackle unexpected challenges-most of which are of their own making-through collective creativity, always ending with a warm communal meal that leaves readers hungry for more and full of smiles. The richly detailed illustrations invite children to explore and ask questions, earning high praise from parents and schools for introducing early concepts of problem-solving skills and creative thinking.

 

Additionally, another key factor behind this success isthe close collaboration with the copyright owners and the original illustrators. Together, we produced a Thai version of the series' theme songfor use across bookstores, online platforms, and various book events—creating acatchy tune that has become highly recognizable among our customers.

 

 

 

 

 

In closing, while the Thai picture book market faces more challenges than before, we remain confident that K-Picture Books will stand as a resilient and vital genre. Korean authors and illustrators continue to evolve, producing innovative works offering fresh perspectives and imaginative ideas. By designing books as living worlds—rather than mere instructional tools of the past—and fostering strong collaborations between licensors and publishers, we ensure that the borders of our shared imagination remain truly endless for years to come.

 

 

 

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Written by Thanadol Palaphun (Rights Manager at Nanmeebooks Co., Ltd.)

Thanadol Palaphun(Punn) is the Foreign Rights Manager at Nanmeebooks. An avid reader who grew up withthe company’s books, he now scouts compelling titles across genres to inspire anew generation of readers and foster a vibrant reading culture in Thailand.