John R. Austin, Writer and Blog Researcher
Tonight’s post will examine one area of immense print publishing growth and reveal a little of just how it is being accomplished. From initial scouting for markets, setting up contacts/relationships, nailing down actual agreements all the way to setting up distribution channels, etc.
And where is this occurring? In South Korea in their English-as-a-second-language (ESL) educational course programs and children’s books.
Two key excerpts:
‘South Korean publishers have descended on the Guadalajara International Book Fair (FIL) in Mexico in a bid to tap into the potentially vast Latin American ESL market.’
‘The Korean Publishers Association is present at the FIL, heading a delegation of two educational publishers keen to expand into Latin America with English and Chinese-language learning textbooks.’
Come have your eyes opened a bit on how print is flourishing/expanding in other countries 🙂
This researched and reported by Adam Critchley in the Growth Markets section of Publishing Perspectives:
South Korean Publishers Eye Latin America’s Vast ESL Market
The South Korea stand at the Guadalajara International Book Fair
South Korean education publishers see Latin America as a potential growth market for their popular English-as-a-second-language learning materials.
South Korean publishers have descended on the Guadalajara International Book Fair (FIL) in Mexico in a bid to tap into the potentially vast Latin American ESL market.
The Korean Publishers Association is present at the FIL, heading a delegation of two educational publishers keen to expand into Latin America with English and Chinese-language learning textbooks.
Angie H Roh
“Our priority is to target countries where English is needed as a second language and there is market demand for children’s English education. We know Mexico is one of the countries with the highest demand, for example,” Angie H. Roh, marketing manager for Caramel Tree, told Publishing Perspectives.
Caramel Tree is a children’s imprint of JLS, a Seoul-based educational company with offices in Seattle, San Francisco and Vancouver.
“We provide textbooks for children from kindergarten to elementary school level learning English as a second language,” Angie said.
“We have international clients and we provide partial customization of books if required. We have 200 for elementary children and publish between 20 and 30 new titles every year. As well as export we have more than 100 ESL schools in South Korea, and therefore our print runs are high for our captive market.
Outside South Korea, other Asian countries such as China, Singapore and Thailand are our biggest markets, and we’re in talks with distributors in Brazil, Peru and Mexico.
“We definitely think there is a lot of potential for us in Latin America.”
The firm either imports directly to distributors, currently in 10 countries, or strikes up partnerships with publishers that bring out its books under license, and sells physical and ebooks via Amazon.
“Our books are written by English, Canadian and American children’s book authors, and we buy exclusive rights,” she said.
Kim Eun Hee
Kong & Park is the other textbook publisher hawking its wares in Guadalajara in a bid to expand its catalog of Spanish-language books into countries such as Argentina, Chile, Colombia and Mexico.
The Seoul-based publisher, which also has offices in Schaumburg, Illinois, is also looking to distribute Spanish-language books for learning Chinese characters in Latin America, according to the firm’s president Kyung-Yong Kong.
“We had yet to establish a relationship with Latin America, and so we have come to Guadalajara to allow our publishers to expand into new markets,” Korean Publishers Association international project development director Kim Eun Hee said.
“It’s a potentially huge market and we want to open it up. There are many readers but we have yet to see what they are interested in, whether it’s just picture books and textbooks, or also South Korean literature.”
South Korean publishers’ biggest markets for educational books are China, Taiwan, Japan and Thailand, she said.
Despite having an 84% Internet penetration rate, one of the world’s highest for a country of nearly 50 million people, the ebook has yet to take off, Kim said.
“Many people still like to read paper books, and with children, many parents are reluctant to let their children read on electronic devices.”