This novel approach, though popular in other industries, is relatively new to the book industry, making it a creative and effective way to reach audiences.

Livestreaming has become a widespread trend across various industries, but its application in the book industry remains relatively novel. Unlike other products, books are unique cultural commodities, and selling them via livestream requires not just sales acumen but also a deep understanding of the literary works being promoted.

Many publishing houses have recently ventured into livestreaming platforms like TikTok Shop to enhance book sales. However, collaborations with celebrities and key opinion leaders (KOLs) remain relatively uncommon in this field.

On the evening of July 17, Hoang Nam Tien, Vice Chairman of the Board at FPT University, surprised many by joining Thai Ha Books for a two-hour livestream on TikTok Shop, running from 8 PM to 10 PM, to sell books.

By the end of the session, Tien had secured over 800 orders, generating more than 190 million VND in revenue. Among the items sold were seven sets of books by Zen Master Thich Nhat Hanh, each valued at 3 million VND, and 100 book sets personally curated by Tien, priced at 600,000 VND each, all of which sold out.

Tien returned for another livestream on August 25, this time partnering with Alpha Books. Over the course of a three-hour session, more than 400 orders were placed for niche titles such as "MBA Basics - A Crash Course in Business Management for Busy People," "How Brands Grow," and "The Experience Economy," resulting in over 310 million VND in sales.

According to Alpha Books, this livestream marked a new milestone in promoting Vietnam’s reading culture, achieving the highest revenue in the book industry within a three-hour window, thanks to their collaboration with a KOL.

Director and People's Artist Tran Luc, known for his selective approach and rare use of his fame for advertising, made an exception for books. Following a livestream with Dr. Nguyen Manh Hung, CEO of Thai Ha Books, Tran Luc secured 205 orders, amounting to over 55 million VND in sales.

MC Thanh Bach also recently participated in a livestream with Thai Ha Books, generating 89.7 million VND in sales. A portion of the proceeds, 4.48 million VND, was donated to fund a bookcase ATM initiative.

Despite his busy schedule, Hoang Nam Tien’s involvement in livestream book sales is driven by a desire to spread knowledge rather than to "get rich."

Tien, who once hosted a VTV program about books, was disheartened to discover that the top 10 bestsellers were largely focused on numerology and wealth generation, particularly through cryptocurrency, stocks, and real estate.

"I understand that this trend reflects a common interest, but it doesn’t bring me joy. It would be more gratifying if books on education, history, and learning topped the charts, as we have many young readers," Tien remarked.

After publishing his book "Letters to You," Tien was deeply moved by the interest shown by young readers.

"One young reader messaged me, saying, 'I read this book and now believe that true love exists.' I didn’t expect 18- or 20-year-olds to be drawn to a book about a historical period," Tien shared.

This experience motivated him to volunteer for a livestream book sale event organized by Thai Ha Books, confident in his "strong speaking skills" and driven by a desire to spread positivity among young people.

Dr. Nguyen Manh Hung, CEO of Thai Ha Books, shares a passion for livestreaming book sales. A devoted reader himself, Hung is motivated by a grand vision: "How can we encourage the whole nation to read?"

"I believe that when everyone works together, even small efforts can lead to significant outcomes. If I livestream books alone, the impact is limited. That’s why I believe it’s important to invite celebrities to join the livestreams," Hung explained.

Hung believes that by involving figures like Hoang Nam Tien, People's Artist Tran Luc, and MC Thanh Bach in livestream book sales, they can not only achieve financial success but also make a significant impact in connecting with and expanding the community of book lovers in Vietnam.

Nguyen Lam Thanh, Vice President of the Vietnam Digital Communications Association (VDCA) and CEO of TikTok Vietnam, noted that while books are a niche industry, they hold a prioritized position on the TikTok platform - a noteworthy achievement.

However, Thanh expressed regret that although books generate substantial traffic on TikTok Shop, actual sales have yet to meet expectations.

"Although only 3-4 million books are sold annually, representing a small market share, it is encouraging that the four highest-grossing book categories are educational books (35%), social sciences and anthropology (28%), literature (10%), and children's books (9%). The revenue growth of publishers demonstrates the effectiveness of the book livestream sales campaign on TikTok," Thanh said.

The involvement of celebrities in livestreaming book sales not only boosts Vietnam’s reading culture but also showcases creativity and flexibility in how book brands engage with readers today.

Tinh Le