Yordanka Furnadzhieva is a board member of the Bulgarian Book Association and Social Media & Marketing Expert at Enthusiast Publishing House. The Bulgarian Book Association was established in 1994 as a non-profit organization in private favor, and it has more than 140 members (book publishers, book distributors and literary agents), covering more than 90% of book publishing in Bulgaria. Among the Association’s main activities there are: the organization of Sofia International Book Fair and Sofia International Literary Festival, the participation of Bulgaria with national stands at the international book fairs, the coordination of literary prizes ̶ The Golden Lion award for the best book and The Knight of the Book award for special merit to the development of the book publishing sector in Bulgaria. In addition to this, The Bulgarian Book Association carries out national campaign to encourage reading among children and young adults, organizes seminars and training courses, and works with governmental institutions to harmonize Bulgarian legislation according to the European standards. Yordanka Furnadzhieva attended Bookfest 2026 International Book Fair in Bucharest, where Bulgaria was guest of honor.
The Bulgarian Book Association was established in 1994 and it has over 140 members: book publishers, booksellers and literary agents. What was its evolution and which are its main goals?
Since its establishment in 1994, the Bulgarian Book Association (BBA) has grown into the only official organization representing publishers, booksellers, and literary agents in Bulgaria. Today, our members account for over 90% of the country's publishing and book distribution market. Our mission is to support and develop Bulgarian publishing in line with European standards, improve legislation related to copyright and publishing, promote reading, and strengthen the role of books in Bulgarian culture and everyday life. Beyond supporting the publishing sector, we are committed to placing books, reading, and literacy at the heart of human development. We believe that reading is not only a cultural value, but also a key investment in human capital, social cohesion, and an active, informed civil society. Through our initiatives and partnerships, we work to establish literacy as a strategic national priority and a foundation for future generations.
What does the Bulgarian book market look like in terms of publishing house and book stores?
The Bulgarian market is relatively small but dynamic and diverse. It includes a wide range of publishing houses, from large commercial publishers to independent and specialized ones. Book distribution is carried out through national bookstore chains, independent bookstores, online retailers, and an expanding network of book fairs and cultural events. Despite its size, the sector remains vibrant and highly committed to cultural and educational development.
Which are the Book Association’s most important initiatives and their most visible effects during the years?
Our most visible initiatives include the Sofia International Book Fair, the Spring Book Fair, the Sofia International Literary Festival, the Sofia International Literary Festival for Children and Young Adults and the nationwide campaign Book Alley. We also organize the Knight of the Book and Golden Lion Awards, which recognize outstanding contributions to reading promotion and publishing excellence.
Internationally, the Bulgarian Book Association plays an active role in presenting contemporary Bulgarian literature at major publishing events such as the Frankfurt Book Fair, the London Book Fair, the Leipzig Book Fair, and the Bologna Children’s Book Fair. These platforms provide valuable opportunities to promote Bulgarian authors, illustrators, and publishers, encourage rights exchange, and strengthen international cultural partnerships.
In the field of reading promotion, we organize The March of the Books. BBA is a founding member of the National Reading Pact, and actively support the national Reading Day initiative together with numerous partners from the education, culture, and library sectors. These efforts have significantly increased public awareness of reading and literacy, engaging thousands of children, teachers, libraries, schools, and public figures across the country.
Are there any public policies to encourage reading and the support the publishers’ activity?
Yes. One of the most significant achievements was the introduction of a permanent reduced VAT rate of 9% on books in 2020. In addition, there is growing institutional support for reading promotion through partnerships among cultural organizations, libraries, educational institutions, and public authorities. The National Reading Pact is also working toward a long-term National Reading Plan that would place reading at the center of education, culture, and human capital development.
Are the publishers included in the Association open to joint projects or common intiatives?
Absolutely. Collaboration is one of the Association’s core values. Our members regularly participate in joint national campaigns, international projects, collective fair appearances, reading promotion initiatives, and professional development activities. Projects such as Tales of EUkraine and APACE demonstrate the sector’s openness to international partnerships and collaborative innovation.
Which are the most efficient means of distribution on the Bulgarian market?
The Bulgarian book market relies on a combination of wholesale distributors, bookstore chains, independent bookstores, online retailers, and direct sales by publishers. The most efficient distribution channels are currently the major national bookstore networks and online sales platforms, which provide the broadest market reach and accessibility for readers across the country.
At the same time, direct-to-reader sales through book fairs and literary events remain particularly important in Bulgaria. Events such as the Sofia International Book Fair, the Spring Book Fair, and The Book Alley not only generate sales but also allow publishers to build direct relationships with readers, increase visibility for new titles, and receive immediate feedback from their audiences.
In recent years, online sales have shown steady growth, while physical bookstores continue to play a central role in maintaining a diverse and vibrant book ecosystem. Therefore, the most successful publishers usually combine strong bookstore distribution with an active online presence and direct participation in literary events.
Can the alternative formats (ebook, audiobooks) create a competitive market?
Yes, alternative formats are becoming increasingly important and are creating new opportunities for growth. Audiobooks and ebooks attract new audiences, improve accessibility, and complement rather than replace printed books. We see particular potential in accessible digital publishing, which is one of the reasons why we are actively involved in the European APACE network.
At the same time, the growth of digital and audio formats highlights the need for stronger and more up-to-date copyright protection. As publishing increasingly expands into digital environments, issues such as unauthorized distribution, piracy, and the use of copyrighted content through new technologies require effective legal safeguards. The Bulgarian Book Association actively advocates for improved copyright regulations and stronger enforcement mechanisms, working closely with national institutions and European partners to ensure fair protection for authors, publishers, and other rights holders.
Has the switch to EURO affected the book market in Bulgaria?
The adoption of the euro has naturally created a period of adjustment for consumers and businesses alike, accompanied by broader concerns about inflation and economic uncertainty. However, the book sector has remained relatively stable in terms of pricing. Publishers and booksellers have made significant efforts to ensure transparency throughout the currency conversion process, including the clear display of prices and accurate conversion practices. The Bulgarian Book Association also played an active role in the preparations for the transition, advocating successfully for a longer adjustment period for the book sector in relation to dual price display requirements. This additional preparation time allowed publishers and booksellers to adapt their systems, communicate clearly with readers, and ensure a smooth and transparent transition.
For the Bulgarian Book Association, maintaining readers’ trust has been a key priority. Books are a cultural good, and access to reading should remain affordable and predictable. While the market continues to adapt to the new currency environment, we have not seen major disruptions in pricing policies, and the sector has demonstrated a high degree of responsibility and stability during the transition.
Which are the biggest challenges the Bulgarian publishers face these days?
One of the most serious challenges is functional illiteracy. According to the OECD PISA 2022 study, more than half of Bulgarian 15-year-olds struggle with reading comprehension. Other major challenges include copyright protection in the digital environment, unauthorized use of content, changing reading habits among younger generations, and adapting to new technological and regulatory developments.
Translations are still covering a big part of the Bulgarian book market. Are there any campaigns to encourge the production of the Bulgarian literature?
Yes. Promoting Bulgarian authors is a strategic priority. Through literary festivals, international fair participation, awards, author events, and translation opportunities, we actively support Bulgarian literature both nationally and internationally. Our presence at events such as the Frankfurt Book Fair, the Bologna Children's Book Fair, the London Book Fair, the Leipzig Book Fair, as well as Bookfest, where Bulgaria was a Guest of Honour, helps increase the visibility of Bulgarian authors and facilitates rights sales and translations abroad.
Which are the most proeminent genres or topics of the contemporary Bulgarian literature for both adults and children?
For adults, contemporary Bulgarian literature often explores social transformation, historical memory, identity, family relationships, contemporary social issues, and crime fiction. Children's literature is particularly strong in adventure stories, fantasy, educational fiction, environmental themes, emotional intelligence, and books that encourage creativity and critical thinking. Bulgarian illustrators and children's authors have also gained increasing international recognition. A clear example of this growing interest is the strong reception of children’s writer Petya Kokudeva at Bookfest, where her participation attracted significant attention and engagement, further demonstrating the appeal of contemporary Bulgarian children’s literature internationally.
Going back to its activity, the Bulgarian Book Association is a member of the European Federation of Book Publishers (FEP), the International Publishers Association (IPA), the European and World Booksellers Association (EIBF) and the International Board on Books for Children (IBBY). Which are the most important advantages the publishers, bookseller and agents get from these memberships?
These memberships provide access to international expertise, policy discussions, professional networks, and advocacy platforms. They allow Bulgarian stakeholders to participate in shaping European publishing policies, exchange best practices, develop international partnerships, access new markets, and stay informed about emerging trends and regulations. For example, within the European Federation of Book Publishers (FEP), recent discussions around the EU Deforestation Regulation (EUDR) have been particularly relevant for the sector, as the regulation introduces due diligence and traceability requirements for certain raw materials used in book production (such as paper and paper-based products), prompting coordinated industry guidance and clarification at European level. These frameworks help publishers anticipate compliance requirements and adapt supply chain practices accordingly, while strengthening Bulgaria's voice within the global publishing community.
If you were to describe the Bulgarian book market through one song, which would it be?
I would choose Changes by David Bowie. It captures the essence of the Bulgarian book market, which is in a continuous state of transformation, responding to digitalisation, evolving reading habits, and new regulatory and economic realities. At the same time, the sector shows a strong capacity to adapt and reinvent itself while preserving its cultural core.
A line that particularly resonates with this dynamic is: “Turn and face the strange”. It reflects how publishers, booksellers, and authors are constantly required to embrace change rather than resist it, whether that relates to new technologies, shifting market models, or broader structural developments in the cultural and regulatory environment.
[Fotografiile fac parte din arhiva Yordankăi Furnadzhieva și a Asociației Bulgare a Cărții.]
[The interview was conducted in English.]
