The Thai e-reader market is attracting major attention as Rakuten Kobo, a global e-reader giant, partners with Meb Corporation, Thailand’s number one e-book platform and e-reader distributor. They aim to capture a share of the market valued at over 140 million baht, which has seen a 60% growth driven by changing reading behaviors and accessible technology at affordable prices. Most recently, they launched three flagship e-readers, offering special promotions at the 54th Thailand National Book Fair.
Mr. Julian Chou, General Manager of Rakuten Kobo Asia, a leading global e-reader brand, stated that the direction of the e-book market directly correlates with the e-reader market. According to a report by Mordor Intelligence, the global e-book market is continuously expanding and on an upward trend, expected to expand from approximately 577 billion baht in 2025 to 603 billion baht in 2026, and is expected to reach 755 billion baht by 2031, representing a compound annual growth rate (CAGR) of 4.6% between 2026 and 2031. The e-book and e-reader market in Asia is particularly worth watching as an emerging market with high growth potential. This growth is supported by changing and diversifying reader behaviors, meaning e-reader devices are no longer just for reading digital text but also for listening to audiobooks and taking notes on a single device. Furthermore, e-readers are viewed as a “private space” that offers a refuge from the rapid influx of information and disruptive notifications, reducing social media fatigue and allowing users to truly focus on their reading.
Rakuten Kobo’s core strength lies in being a global e-reader brand available in over 195 countries. Its standout product features include color screens specifically designed for reading, lightweight and portable designs, and eye-friendly E Ink displays. These features successfully attract readers who read for leisure, such as enthusiasts of picture books, cookbooks, travel guides, or comics, to step into the world of e-books. The compelling growth of the e-reader market in Thailand stems from a strong digital infrastructure, where consumers are familiar with, accept, and are willing to pay for digital formats.
The three flagship models introduced are:
· Kobo Libra Colour: A 7-inch color screen flagship model that supports handwriting.
· Kobo Clara Colour: A 6-inch color screen entry-level model designed to be lightweight and portable for color reading.
· Kobo Clara BW: A 6-inch black-and-white display model offering a simple and classic experience.
Key features across these devices include E Ink Kaleido 3 color screen technology, which allows book covers and illustrations to be displayed in color, and handwriting note-taking support with the Kobo Stylus 2. They feature IPX8 waterproofing (up to 2 meters for 60 minutes) and the ComfortLight PRO system that automatically adjusts brightness and color temperature to reduce blue light and eye strain. They also boast a battery life lasting weeks and storage capacities ranging from 16GB to 32GB (depending on the model), capable of storing up to 24,000 e-books. The devices feature wireless Bluetooth connectivity, compatibility with a page-turner remote for hands-free reading, and the ability to connect headphones for audiobooks. To welcome Thai readers, the company is offering a special 20% discount on e-book purchases on the Rakuten Kobo platform by simply entering the promo code “THBK26” at checkout (valid until April 6, 2026). This collaboration with Meb Corporation provides readers with a wider variety of reading devices and greater convenience.
Mr.Ravivon Mahasith, Chief Executive Officer of Meb Corporation Public Company Limited, discussed the Thai e-book market, stating that its current value is approximately 3 billion baht. The market has experienced continuous growth since the post-COVID period. Despite occasional slowdowns, it remains on a growth trajectory due to the increasing volume and variety of content, a wider selection of affordable reading devices, easier and more convenient internet access, and growing reader acceptance of e-books. According to a survey of attendees at the 53rd National Book Fair in 2025 by the Publishers and Booksellers Association of Thailand, e-book purchases increased from 20% in 2020 to 29% in 2025. This behavioral shift has consequently driven the growth of the e-reader market, which was valued at approximately 140 million baht in 2024, representing a 60% increase from 2023. The Meb Group currently leads the market with a 60-70% share.
The official partnership with Rakuten Kobo is considered a significant step in expanding the product base. It also supports sustainable growth goals by promoting the use of e-readers to reduce paper consumption, addressing the ESG principles that consumers increasingly prioritize. Furthermore, it allows Thai readers to experience high-quality, authentic global brand products and accessories, complete with product warranties and after-sales service from a reliable distributor. For distribution, the devices will soon be available for purchase via Readership.me, B2S stores, and leading marketplaces.
A special introductory promotion will be held at the 54th Thailand National Book Fair at Booth D30 from today until April 6, 2026, at the Queen Sirikit National Convention Center. Promotional prices include the Kobo Libra Colour at 9,990 baht (down from 10,490 baht) with a free Case, Stylus, or Remote; the Kobo Clara Colour at 6,990 baht (down from 7,490 baht); and the black-and-white Kobo Clara BW at 6,490 baht, along with various case colors to suit different styles.
Those interested in the three Rakuten Kobo e-reader models can find more details by contacting [email protected] or via the official LINE account @readership.