Legarda’s visionary work brings Filipino imagination to the global stage at Frankfurt Book Fair

The wait is finally over. From October 15 to 19, the Philippines will make history as the Guest of Honour at the 77th Frankfurt Book Fair 2025 in Germany, the oldest and largest book fair in the world, an international trademark, and a model for cultural events. The country has joined the fair since 1998, but this is its first time as Guest of Honour, a rare distinction that puts Filipino creativity at the center of global literary conversations.

The path to becoming Guest of Honour started in 2015, when Senator Loren Legarda began efforts to secure this role for the Philippines. The senator led cultural delegations to Frankfurt, brought together important agencies, and pushed for long-term support for literary diplomacy. Over the next decade, Legarda worked closely with the National Commission for Culture and the Arts (NCCA), the National Book Development Board (NBDB), and the Department of Foreign Affairs (DFA) to help the country earn its selection as Guest of Honour for 2025.

Being Guest of Honour is more than a ceremonial title. It is a valuable cultural and economic opportunity. The Philippines will have its own pavilion, a special program of literary and artistic events, and worldwide attention from publishers, media, and diplomats. This role helps Filipino creators reach new audiences, secure translation deals, and work with partners from other countries, while also changing how the world sees the Philippines.

The Philippine Pavilion, a 2,000-square-meter space at the fairgrounds, will be the country’s main showcase. It is a specially designed area within the Frankfurt Book Fair highlighting the Philippines’ literary, artistic, and cultural identity. Designer Stanley Ruiz used local materials like kapis, piña, and bamboo, combined with modern design. The circular layout represents the Philippines’ island spirit, kind, generous, and connected. Inside, visitors can explore exhibitions, performances, and literary events organized around six themes: That You May Know Us, What Moves Us, While We Are Away, What Bewitches Us, What We Imagine, and What We Keep and Remember.

Its theme, “The imagination peoples the air,” comes from Jose Rizal’s Noli Me Tangere, first published in Germany in 1887. In the novel, Rizal describes how ideas and stories fill the world and how imagination shapes reality. By choosing this line, the Philippines presents its literature as more than just art but also a space to express national identity.

“The imagination peoples the air, and we are ready to breathe new life into the world’s understanding of what Philippine literature means. Ours is not just beautiful stories, but essential ones that the world needs to hear, engage with, understand, and appreciate,” said Legarda.

Beyond the Pavilion, the Philippine National Stand will feature thousands of titles for international rights sales, while the “Jeepney Journey” on Rossmarkt Square transforms a jeep into a mobile stage for workshops and cultural exchange. The country’s presence will also include exhibitions, performances, and film screenings across Frankfurt.

Legarda will deliver the keynote message at the Opening Ceremony of the Frankfurt Book Fair, as the visionary behind the Philippines’ journey in becoming a Guest of Honour.

The Frankfurt Book Fair is a chance to change that story and show the world a nation that is not only resilient, but also creative, generous, and imaginative. (30)