At Beijing International Book Fair 2026 (BIBF), the Swiss Embassy presents Switzerland as a country where books are not only read, but designed, illustrated, and re-imagined across cultures and generations. The Swiss presence highlights the book as a cultural object, a bridge between languages, a carrier of literary legacy, and a space for imagination. This is Switzerland’s first participation at BIBF, approaches primarily through a series of diverse activities rather than a national pavilion, allowing for an exploratory engagement with the fair’s various sections.
As part of the Art Book Fair section at BIBF 2026, the Embassy of Switzerland in China will present a focused selection highlighting Swiss book design and binding. The presentation will include the 2026 and past editions of “The Most Beautiful Swiss Books”, Switzerland’s most prestigious national award for book design, as well as the special publication project “75 Years in 75 Objects”.
Hermann Hesse represents a strong literary bridge between Switzerland and China. Though globally renowned, his long association with Switzerland forms an essential part of his intellectual and literary identity. 2026 marks the 80th anniversary of Hermann Hesse being awarded the Nobel Prize in Literature. To celebrate this milestone, the Embassy plans work again in collaboration with Hermann-Hesse Committee Basel for events at BIBF.
During BIBF, the Embassy will join the EUNIC’s showcase and collaborate with EUNIC partners to organize activities focused on children’s literature. The Swiss illustrator and children’s book author Tito Moccia is invited to Beijing to participate in the official program as well as cultural and academic exchanges, which includes book readings, workshops, lectures, and professional exchanges.
The iconic character Pingu enjoys widespread popularity in China, although few people are aware that it is a Swiss creation and production. During BIBF, a booth dedicated to Pingu will invite visitors to discover the character’s Swiss heritage and creative origins.
Switzerland Tourism has been collaborating with Chinese illustrator Ma Yuqing on an illustrated book that offers a unique vision of Switzerland. At the 2026 BIBF, through her new book Immersive Switzerland, Ma Yuqing will guide readers into a new imaginative world. Through her storytelling, she shares vivid memories and reflections from her travels in Switzerland.
Address: National Convention Centre, No. 7 Tianchen East Road, Chaoyang District, Beijing
Date: 17-21 June 2026
Organizer: Embassy of Switzerland in China
Partners: Beijing International Book Fair, Swiss Federal Office of Culture, Switzerland Tourism, Hermann-Hesse Committee Basel, USM
Sponsors: Nestlé, Mercuria, Sika
