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The Exciting Conclusion of the Second Book Fair Championship

The Book Fair Championship (BFC), presented by OVOL Japan Paper & Pulp Company, recently hosted its grand Champion Belt Presentation Ceremony on February 2, 2026. This event celebrated Japan's most innovative bookstore staff who competed to showcase their excellent planning skills through unique book fair ideas. The event drew participation from across the nation, emphasizing the creativity and passion of bookstore employees.

At this year’s championship, 82 entries were submitted, highlighting a widespread enthusiasm among booksellers to craft exciting and engaging book fairs. The primary objective of the BFC is to shine a light on the inventive and captivating fairs designed by bookstore staff, building an environment that not only increases sales but also draws more readers into physical stores.

The ceremony kicked off with the return of the championship belt by the first champion, Rie Kubota from MARUZEN & Junkudo, who shared her experiences from her title-holding year. She expressed gratitude for the opportunity to represent the bookstores, stating that many customers were drawn to her store just to see the championship belt displayed prominently. She reflected on the intensity and pride of holding the title.

The main event featured a head-to-head battle between the reigning champion and the talented challengers from Hiroshima Tsutaya Bookstore, Hiroki Eto, and Sayuri Fujiwara. After a rigorous selection process, the challengers emerged victorious, earning the title of the new champions, and the belt was bestowed upon them amidst enthusiastic applause from the audience.

The Winning Idea

The concept that secured the victory for Hiroshima Tsutaya Bookstore is known as “Pair Reading”. This innovative fair encourages parents and children to read the same book together, fostering a shared experience. Eto and Fujiwara shared their visions for this initiative, emphasizing the importance of family engagement in reading and the joy found in discussing books together.

Eto highlighted, "This project began before the pandemic, and we are thrilled to have our long-held concept recognized. This fair is about more than just reading; it`s about creating memorable experiences together."

Alongside their victory, the new champions expressed their ambition to expand the 'Pair Reading' initiative into schools and community centers, hoping to include diverse audiences outside of just parents and children. They are intent on defending their championship in the next competition.

Comments from Key Figures

Special presenter Hiroshi Tanahashi, CEO of New Japan Pro-Wrestling, praised the creative angle of the winning fair, focusing on not just book sales but the joy of reading experiences that can encourage family conversations. The competition serves as a challenging yet inspiring platform for bookstore employees to enhance their skill set and engage with the community.

The event was further elevated by the presence of acclaimed authors Mitsuyo Kakuta and Yusuke Takiguchi, who provided valuable insights and feedback during the judging process. Their comments emphasized the creativity inherent in the bookstore fairs, noting how they can cater to different relationships beyond parent-child interactions, making reading a communal activity.

Looking Ahead

Following the success of this year’s BFC, preparations for the third annual championship are already underway. The application period for the next event is scheduled for October 1 to November 30, 2026, with hopes that even more creative ideas will emerge from bookstores nationwide.

The BFC aims not only to recognize and celebrate innovative bookstore ideas but also to instill a sense of community among booksellers, ultimately enhancing the reading culture in Japan.

This year's outcome marks another chapter in the evolving narrative of Japan's bookstore industry, as it continues to outline ways to engage with readers in deeply meaningful ways. The efforts of dedicated bookstore staff are revitalizing the book-selling landscape, bringing people together through literature in an ever-changing world.