Mr. Julian Chou, General Manager of Rakuten Kobo Asia, stated that the official launch of Rakuten Kobo e-readers in partnership with MEB Corporation in early 2026 has yielded success that far exceeded expectations, starting with the National Book Week in March. Despite being in its early stages, Thailand's e-reader market shows a clear growth trajectory, evidenced by continuously rising sales. He noted that the Thai ebook market will remain on an uptrend over the next three to five years, in line with the Southeast Asian region. Thailand's key advantage is its younger demographic, who are digitally savvy, enthusiastic about reading, and eager to consume digital content. This presents a strong catalyst for positioning e-readers as premium reading devices that offer convenience and eye protection via ComfortLight PRO automatically reduces blue light throughout the day, allowing for longer, more focused, and distraction-free reading compared to smartphones and tablets. Strategically, Rakuten Kobo has positioned Thailand as a core engine to drive expansion across Asean and Asia.
Regarding the collaboration, MEB, as Rakuten Kobo's eReader distribution partner in Thailand, brings valuable local market knowledge and supports the expansion of Kobo eReaders across local retail channels. Together, Rakuten Kobo and MEB will continue to strengthen the availability and accessibility of Kobo eReaders in Thailand through online and offline retail touchpoints.
Rakuten Kobo will also continue to build brand awareness and engage with readers through book fairs, local reading communities, and other relevant channels. With a global catalog of over 8 million titles, Kobo aims to reach a diverse range of readers, including English and other language readers, while also seeing opportunities to engage with more than 280 international schools across Thailand.
Mr.Ravivon Mahasith, Chief Executive Officer of Meb Corporation Public Company Limited, highlighted that global and domestic e-reader trends are moving in tandem. According to Mordor Intelligence, the global e-reader market is projected to grow to US$8.31 billion in 2025 and climb to US$11.94 billion by 2031, representing a compound annual growth rate (CAGR) of 6.24%. The Asia Pacific region is experiencing the fastest growth, aligning with Thai readers' increasing consumption of digital content. Data from the Publishers and Booksellers Association of Thailand (PUBAT) show that Thai readers's reading via electronic devices accounting for an overwhelming 66%, compared to 34% for physical paper. Notably, the use of electronic reading devices shows no significant difference across genders and ages; adults aged 50 and over consume content on electronic devices at a remarkably high rate of 64%-66%
Despite the ability to read e-books on smartphones or other devices, the growing "Social Media Detox" trend—particularly among the younger generation and early-career professionals experiencing screen fatigue and wishing to avoid social media notifications—is driving a shift toward reading for relaxation and self-improvement. This lifestyle shift increases the demand for dedicated e-readers, which offer a true, distraction-free personal reading space, reflecting compelling growth opportunities for e-readers in Thailand.
Market feedback following the introduction of the Rakuten Kobo brand in the second quarter of 2026 has been highly favorable. Users prioritize premium e-reader features, including design, material quality, and system stability, reinforced by their confidence in MEB as the distributor.
Interestingly, the premium, color-screen Kobo Libra Colour has emerged as the most popular model, surpassing the entry-level Kobo Clara BW (priced at THB 6,490), contrary to initial expectations. This demonstrates that Thai readers do not base their purchasing decisions solely on price; they are willing to invest in devices that offer a superior reading experience, comprehensive features—including color displays and larger screens—and long-term usability.
To build on this success, the retail presence of Kobo eReaders in Thailand continues to expand with the retail expertise and network of B2S. ReaderShip.me serves as the primary online sales channel, while four major B2S branches—CentralWorld, Central Chidlom, Central Ladprao, and Mega Bangna—offer hands-on trials of three Kobo eReader models: Kobo Clara BW, Kobo Clara Colour, and Kobo Libra Colour. Furthermore, after-sales services have been enhanced by seamlessly connecting B2S physical storefronts with the ReaderShip.me online system, providing customers with reliable warranties, repair services, and expert usage consultations
Looking toward 2027, the sales strategy will target new segments, particularly students and working professionals who require color-screen e-readers to read PDFs, summarize notes, and jot down essential information. Furthermore, at the 31st Book Expo Thailand, held at the Queen Sirikit National Convention Center (QSNCC) from October 23 to November 1, 2026, will feature special promotions. Buyers of any Kobo Clara model will receive a free Basic Sleep Cover worth 790 baht, while buyers of the Kobo Libra Colour will receive a free Basic Sleep Cover worth 1,090 baht, along with Rakuten Kobo stickers for all models. Special prices are also available for accessories such as the Kobo Stylus 2 and Kobo Remote. Attendees can also participate in an activity to win one of four licensed Kobo Readimals Pins. For The Online Book Expo Thailand 20% OFF campaign Enter Promo Code: 26BETH at checkout get 20% off at https://www.kobo.com/th/en/p/online-book-expo-thailand-2026 Visitors can experience and test the devices at Booth G30, Hall 5-7.
For more information on Rakuten Kobo e-readers, please visit https://readership.me
