How book events are powering a new chapter for independent bookshops

The Star

23-04-2025

In a world of shrinking third spaces, bookstores – especially the smaller, independent ones – remain important places where people gather over a shared love of books and reading.
Coinciding with World Book Day 2025 on April 23, these independent bookstores – where culture, conversation, and community come together meaningfully – deserve a moment in the spotlight.
In the Klang Valley, the post-pandemic resurgence of indie bookshops has done more than just diversify the reading landscape – it has redefined the relationship between booksellers and readers.
While bookshop events have long been a part of Malaysia's literary scene, those held in the past were a far cry from today's slick, carefully curated experiences.
These events, with their seamless integration of digital promotion, engaging visuals, and thoughtful programming, reflect the evolving relationship between bookshops and their communities – a sharp contrast to the humble, pull-up-a-seat gatherings of the past.
The indie book scene is gaining ground, with weekly events sprouting up beyond the big chains, an organic 'book circuit' taking shape in real time.
These events, typically an hour or two long, draw a modest crowd of 20 to 30 – readers, listeners, the quietly curious.
The setting is often casual and unhurried, with an author in conversation – sometimes guided by a moderator, other times paired with a fellow writer – trading thoughts in a room that leans in to listen.
A recent book event at Tintabudi, a Kuala Lumpur indie bookstore known for its monthly gatherings - from book launches to lively discussions - that foster a vital space for readers, writers, and thinkers to connect. Photo: The Star/Yap Chee Hong
Behind the scenes, there's no big marketing team pulling the strings; perhaps, just an indie bookshop owner with a diary, working out social media details (with support from younger staff), fitting authors into the calendar between deliveries and quiet afternoons.
Whether it's a husband-and-wife team chasing their dream of becoming booksellers, a group of nature lovers pooling resources to open a nature-focused bookshop, or a veteran bookseller helming a socialist-leaning hub for progressive literature in Petaling Jaya, each example reflects how a deep and personal passion for books can give rise to strong, enduring communities.
Organise and reap rewards
Fong Min Hun, who has run Lit Books in PJ with his wife Elaine Lau since 2017, says that for most indie bookstores, the challenge is getting people to step inside and spend time browsing.
'While we're an independent bookshop, we're deeply dependent on the community of readers and customers we've built over the years. Events play a big part in helping us maintain that connection,' says Fong.
'They allow us to highlight new writing, reach out to both new and regular customers, connect authors with readers, and increase foot traffic in our shop. Events are one of the best ways we have to bring our community together in a meaningful way,' he adds.
Each bookstore has its own approach when it comes to organising activities – at Lit Books, for example, its monthly book events are as carefully curated as its stock.
Malaysian illustrator Tuan Nini (right), based in Romania, listening to young fans after her book event at Lit Books, Petaling Jaya last April. Events like these offer children an early taste of the bookshop experience. Photo: The Star/Azlina Abdullah
From the very start of planning the bookshop's layout, Fong knew it had to include space for regular events – it was always part of the bigger vision.
'Ideally, we aim to hold at least one event a month at each of our locations (the main shop at Tropicana Avenue, and an outpost at CzipLee, Bangsar Village II in KL). But we will only host events for books that we stock – and even then, only if we believe they'll work with our customers,' says Fong.
Lit Books' store in PJ has cultivated a loyal, fiction-focused following, while its KL pop-up draws a different crowd, with a growing appetite for non-fiction.
Fong says that while they often see a noticeable uptick in sales on event days, there's more to it than that. 'It's not just the event itself – it's the combination of curation, event themes, and the overall experience that drives book sales.'
Space is another issue to contend with, as independent bookstores must often make the most of their relatively cosy floor space. However, this often lends an intimate atmosphere to book events, bringing readers closer to the speakers.
Lit Book's PJ home can seat between 30 and 40 people, while the outpost can accommodate up to 70 attendees.
'Before Covid-19, the biggest crowd we had was the two sold-out events with Tash Aw during the launch of his 2019 book We, The Survivors. We had close to 100 people at our PJ branch on both nights.
'We recently hosted another event with him at the Bangsar outpost, which also sold out,' says Fong.
Through social media and word-of-mouth, many indie bookshops engage their audience directly, attracting a fair number of new readers eager to learn more about specific book events.
For Nazir Harith Fadzilah, 37, owner of Tintabudi bookstore, an Instagram post is important, but he also values the chalkboard outside the shop, where upcoming events are listed for passersby.
For him, the motto 'a company for readers, by readers' is more than a tagline. His aim is to attract those who are curious, engaged, and eager to grow through knowledge and discovery.
At Tintabudi, the crowd at book events often lingers to browse the shop's other titles. Photo: The Star/Yap Chee Hong
'Our focus has always remained the same: to offer the best books for our customers and to create programmes that engage people and deepen their connection to what they read,' says Nazir.
Book events such as last weekend's 'Reading The Room' with Making Malaysia publication and local book influencer Tam Xueh Wei, as well as a recent Dina Zaman and Hafiz Noor Shams talk, reflect the diversity in Tintabudi's programming, which is intentionally broad and inclusive.
'Our in-store programming is designed to foster a sense of community. It creates a platform where people can come together to build on what they've read, through conversation, shared insights, and talks by guest speakers who help expand on the ideas in the books themselves,' he adds.
A team of six works in shifts to manage both the bookstore and the event space. Having worked in bookstores abroad, Nazir brings a global perspective to Tintabudi, inspired by the fast-paced book culture in London.
'Working in a bookshop in London (for a year) taught me a lot, especially on how to be more attuned to customers, to really listen and guide them toward what they're looking for. That personal interaction is something I carry with me in my work back home,' says Nazir.
Story to story
In KL, Engku Roestam Alias, owner of Riwayat bookstore, prioritises literary kinship and spirit over space.
He's carved out quite a niche for book lovers and collectors, hosting talks on topics ranging from fiction to historical research, and organising the annual 'KL Rare Book Fair', inviting other collectives to participate.
'In the past, our audience for both fiction and non-fiction events has been diverse, ranging from younger readers to seniors. About 30% are regulars, while 20-30% come from the author's fan base – the rest are new faces.
'These numbers really depend on the event,' says Roestam, whose tiny bookstore hosts talks for around 15 people.
Tucked in the heart of Kuala Lumpur, Riwayat bookstore may be modest in size, but it pulses with a quiet generosity - of space, spirit, and storytelling.Photo: Riwayat
Every inch of Riwayat is put to use, with regulars gladly standing through a session. Sure, there might be more comfortable spots elsewhere, but at Riwayat, it's the community that matters. The tight space doesn't bother them – it's part of what makes these book gatherings special.
'Bookshop events aren't exactly new, especially in the Klang Valley – we've seen readings, launches, and discussions happening for years. But what's different now is how polished everything feels. Plus, with online platforms and community pages, we're able to reach audiences well beyond just the regulars,' adds Roestam.
For some booksellers, broadening a niche has become a life's mission – an ongoing journey to connect the right books with the right readers.
Veteran bookseller Chong Ton Sin, managing director of GB Gerakbudaya Enterprise in PJ, believes that book events are essential to fostering a sense of community around the bookshop.
As a publisher, Gerakbudaya keeps a built-in rhythm of book events tied to its monthly releases. When publishing niche books, building an audience at the source – the Gerakbudaya bookshop itself – also becomes a top priority.
'Over the 25 years since Gerakbudaya was incorporated, we've seen a community form around a shared love for critical and timely books, ones that spark reflection and discussion on various social issues in Malaysia,' says Chong, fondly known as 'Pak Chong', who takes an active role in many of the bookshop's events.
'We are glad that many new faces, young and old, discovered us through different means, either through our events or social media, coverage and reports in the media, or merely by the simple serendipitous act of walking into our bookstore,' he adds.
For over 25 years, book events have been central to Gerakbudaya in Petaling Jaya, with its store hosting intimate gatherings and a larger upstairs space accommodating bigger crowds. Photo: Gerakbudaya
With the public increasingly eager to plan their weekends around literary events and arts workshops, Surin Suksuwan, co-founder of the nature-focused Sunda Shelves bookshop in PJ, understands the importance of staying visible.
A nature-based bookshop might seem like a narrow niche, but there's quiet potential in it – a space for curiosity, connection, and growth.
'A lot of thought also goes into the selection of the speaker and framing of the event to suit the target audience and also in deciding how to promote via social media and other channels,' says Suksuwan.
Sunda Shelves, which opened in 2023, has had varying degrees of success with its events.
'There have been events that had more sign-ups than we had space for, and other events when we had to work doubly hard to get people to sign up. There is no magic formula for success and it is essentially a combination of scheduling, popularity of the author, the topic of the event, availability of the target audience, and so on,' says Suksuwan.
Sunda Shelves can fit 30 to 40 people for a book launch or talk, and 10 to 20 people for workshops.
'While we may not be able to have a lot of people attending, the quality of engagement for our events has been very high. The audience so far have been very attentive with lively question and answer sessions,' says Suksuwan.
Sunda Shelves has hosted a wide range of events – from an Orang Asli photobook launch and birdwatching guides to bird art showcases, storytelling sessions, local board games, and pop-up craft gatherings.
Where books meet
In the past, old school bookshop owners stayed clear of book influencers, but times have definitely changed – social media is now where bookshop news spreads.
In a recent chat at Tintabudi, Tam Xueh Wei, who reviews books and explores bookstores around Klang Valley says she uses social media to share her experiences, looking to spread a buzz for these events.
'The reason I've been going to more book events around KL now is simply because there are more events organised by independent bookstores. As the frequency of these events increases, people are likely to plan their weekends in advance to attend them, these events and buy books in the process,' says Tam.
Sunda Shelves, a bookshop in Petaling Jaya devoted to nature and the environment, has steadily cultivated a loyal following through its thoughtful events - not in spite of its niche, but because of it. Photo: Sunda Shelves
'I would say that attendees are open to join in talks with a broad subject matter, rather than follow a particular author to get books signed, something that happens more often in commercial bookstores. I would say that events at independent bookstores are less intimidating for readers who are just still looking to find a spot,' she adds.
In short, it's a valuable opportunity when influencers bring fresh audiences into indie bookshops, bridging the gap between loyal regulars and a new generation of readers.
Beyond the TikToks and reels that celebrate indie bookshops, it's clear that real connections and discoveries are being made.
Even those within the book industry see it as a welcome shift.
'It's a far cry from the days when only the big stores had events. Any opportunity to hear from authors, editors, publishers and people in the literary scene and interact with them is good for the industry,' says Brigitte Rozario, a writer, editor and publisher.
She agrees that social media has also contributed to the need for events and activities.
'Events are no longer just book launches. There are talks, discussions, readings, and sometimes, even multi-disciplinary events with music and dance thrown in. These events encourage creativity and the arts, and that's always a good thing. It's only right that the small bookstores that offer intimate and cosy spaces feature events that bring our communities together,' she adds.
For authors, book events are a way to connect and interact with their readers on a deeper level, and have become part and parcel of the job.
On a recent visit home, Petaling Jaya-raised Cho was heartened to see Klang Valley's indie bookshops not just surviving, but evolving - each one carving out its own identity, rooted in community, curiosity, and care. Photo: The Star/Shaari Chemat
For award-winning Malaysian author Zen Cho, who is based in Britain, the rise in local independent bookshops hosting events was clear when she was promoting The Friend Zone Experiment in the Klang Valley last August.
While her itinerary featured a few major bookshops, it was the stop at Lit Books that drew an especially enthusiastic crowd – proof that smaller spaces can leave a lasting mark.
'In my experience, they are usually well-attended; I think there's a real local appetite for these types of events,' she observes.
Despite being a self-professed introvert, Cho says that she really enjoys doing bookstore events, as they're a chance for her to get in touch with readers.
'It can be a long, lonely slog writing a book, much less publishing it, and it's rewarding to meet and talk to people who are actually interested in all that work and the book you've written.
'I've been lucky enough to be invited to events in different countries, and that's been a real highlight of my career, having an excuse to travel and then getting to talk about my favourite things once I get there!' she says.
Cho says that being able to meet book lovers when she is home in Malaysia has been particularly rewarding.
Another interesting development is seeing how some Malaysian books are celebrated across all types of bookshops, from independent to mainstream.
Tam, who often shares book reviews and her visits to various bookstores and events around the Klang Valley, says independent bookshop events tend to feel more welcoming - offering a gentler entry point for newcomers exploring the local literary scene. Photo: Tam Xueh Wei
An Ordinary Tale About Women And Other Stories, a recent collection of short stories by Fatimah Busu, translated from Bahasa Malaysia into English, has resonated deeply with book lovers, sparking widespread appreciation.
It has been embraced not only in predominantly English-centric bookshops but also in Malay language bookshops, highlighting its broad appeal.
Bookshop events have helped spread the word about Fatimah's book.
'I have done five book events for my translation of Fatimah Busu's short stories so far – at Kinokuniya, Gerakbudaya PJ, MPH TRX, and Lit Books in the Klang Valley, and a book launch with Fatimah herself at Areca Books in Penang. The audience response has been warm, enthusiastic, and wonderfully diverse,' says Pauline Fan, who translated the book.
'Each bookstore, particularly the independent ones, has their own circle of followers, so these book talks reach into different communities of readers.
'It's been truly rewarding to introduce Fatimah's work to readers who have never encountered her work, or those who know her work in Malay but are keen to read her in English too. I think Fatimah's fiction finds a natural home in local bookshops, because her work – which spans six decades – is part of Malaysia's literary history itself.
'For a writer whose work (in the original Bahasa Malaysia) is largely out of print, each new reader is a gift and something to celebrate,' she concludes.