Victoria Biserova. Image: Enthusiast
By Jarosław Adamowksi | @JaroslawAdamows
On the Road to a Currency Change
While some book markets struggle with consumer-based preferences for imported writers’ work, the Bulgarian scene is dominated by local authors, according to domestic industry leaders. Adult fiction, Bulgarian and international, has the largest share interest among genres, while children’s books are strong among sectors.
Victoria Biserova, founder of the Sofia-based publishing house Enthusiast and director of the Greenwich Book Center—among the country’s largest bookstores—tells Publishing Perspectives that in 2024, the country’s book production was stable, with a small decrease in the number of published works compared to 2023.
“Official statistics”, Biserova says, “are available only for production volumes, with no comprehensive data on sales in the Bulgarian market.”
During last year, she says, a total 10,143 titles were published, with an average print run of 600 copies. Of these, 7,545 were works by Bulgarian authors, and 2,598 were translations.
“By comparison,” she says, “2023 saw the publication of 10,361 books and brochures, representing a decline of 1,467 titles compared to the previous year.”
The genre that secured the largest share of the market in 2024 was adult fiction, Biserova says, with 2,995 titles.
That was followed by scientific publications with 2,136 titles. Translated works accounted for 2,688 titles, 57.7 percent of which were translated into Bulgarian from English. Other major languages from which books were translated by local publishing houses included French, at 8.4 percent; German, with a 5.9-percent share; and Russian, also at 5.9 percent.
Regarding authors, however, she has some insights based on commercial interest in books at Greenwich Book Center.
UK cover
The leading writers in 2024, she says, included Rozmari De Meo; Victoria Beshliyska; Jessie Inchauspé; Maria Laleva; Ivan Radenkov; and Georgi Gospodinov”—who of course won the International Booker Prize with Angela Rodel for Time Shelter in London, the awards program’s first Bulgarian win.
Average print runs in Bulgaria remained relatively modest last year, she says, at approximately 600 copies per title, based on data from the National Statistical Institute.
Biserova says that, in Bulgaria, there is no reliable statistical data on reading preferences which makes it more difficult for the industry to follow market trends.
“Some public libraries publish annual lists of their most requested titles, but these figures are dependent on the collections available. Traditionally, Bulgarian readers show interest in literary fiction, thrillers and crime novels, children’s books, popular psychology and self-help literature,” she said.
The Coming Adoption of the Euro
One of the major factors that could influence the industry’s performance next year is Bulgaria’s forthcoming adoption of the euro on January 1. European Union officials say they’re confident the country’s departure from the lev could support economic growth next year.
Paschal Donohoe
Eurogroup president Paschal Donohoe said in a June statement, “Bulgaria’s euro membership will not only mark a significant achievement for the country with important benefits for its economy, but will also reinforce the strength, resilience, and voice of the euro area. This development reflects the enduring stability and attractiveness of our common currency.”
At the same time, despite Brussels’ positive outlook for Bulgaria, the country’s industry players are somewhat pessimistic about next year’s book sales.
“The market is currently stable,” Biserova says, “but we expect a decline in sales in the first six months of 2026.”
She says that her own publishing company, Enthusiast, publishes translated works by European and American authors. “In recent years, we’ve increased the share of children’s titles on our list” of some 50 new titles annually.”
Enthusiast predicts about a 5-percent growth in its performance this year, she says. “The trend of increasing the children’s book share in our catalogue continues.
“Since the end of 2024,” she says, “we’ve been publishing audiobooks, which are a key focus of our 2025 publishing plan.
In 2026, she says, Enthusiast expects to creating our own children’s content based on wordless picture books.
More from Publishing Perspectives on book publishing in Europe is here, on the Bulgarian market is here, and on industry statistics is here.