Society

Artist Tran Dai Thang and 22 years with books.

Phuong Chi • March 12, 2026 11:33

After more than two decades building the Dong A Books brand, artist Tran Dai Thang has just released his first book, "I Tell My Story - It's All From Books," as a way to look back on his professional journey and express gratitude to the people who have been with him over the years. The conversation below revolves not only around a book, but also provides an opportunity to delve deeper into the choices, beliefs, and dignity of those working in the publishing industry in a turbulent era.

Performed by: Phuong Chi• March 12, 2026

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PV: In "I Tell My Story - It's All From Books," he doesn't write in the usual autobiographical style, but chooses to tell his story through memories, through people, and through glimpses of his career. The transition from someone working behind the scenes in the book industry to directly telling his own story is a significant shift. What motivated him to "open up" to his readers? And does he have any concerns about revealing his private life and personal views in the book?

Artist Tran Dai Thang:On September 21, 2025, after attending the launch event of the 2026 calendar at Ho Chi Minh City Book Street, I wrote an article reflecting on the gradual disappearance of many bookstores in Hanoi, making way for other trendy businesses. I sent the article to writer Ho Anh Thai for review. He said it was a good piece and could be published. Inspired, I immediately began writing this book.

When writing and publishing, I certainly don't mind talking about personal matters. I recount my journeys, memories, and the people around me with a positive attitude. There are times when I mention unpleasant things about certain people, which might not please them; but I believe everyone will understand that my writing is meant for reflection, so that each person, including myself, can become a better person.

PV: Twenty-two years of building Dong A Books has been a period marked by many changes in the publishing market. If you had to point to one pivotal, even risky, decision that shaped Dong A today, what would you say? And what was the price of that decision?

Artist Tran Dai Thang:I'm an adventure lover and I enjoy traveling. For the past 22 years, I've hardly ever sat still. I've always wanted to go, to explore things that interest me. Therefore, I've made quite a few wrong decisions in my life, and many risky ones too. But I don't regret any of them. Some have been successful, some have failed. The most important thing, for me, is the happiness of doing what I love. As for the outcome, whether it's success or failure, it's not really what I worry about.

PV:Dong A Books is often mentioned for its special editions, limited-edition books, and meticulous investment in art and materials. In a market where price often determines a product's "vitality," why does he still choose this costly and niche path?

Artist Tran Dai Thang:I studied fine arts, so I always wanted to apply what I learned to publishing as much as possible. Those of us who studied fine arts have something called "artistic blood" in us; some even jokingly say we're a little crazy. When working, I don't usually think too much about the business results. I just want to enjoy it, to feel inspired, so that I can create books that are like works of art. Just like a painter, when they paint, they don't think about who their painting will end up with. The most important thing, for them, is the moment of creation.

PV:In "My Story - All from Books," he dedicates many pages to his family, colleagues, and those who accompanied him through the most difficult years. Did he ever wonder how his journey and that of Dong A would be different without them? And conversely, how did he learn to be a leader so as not to betray their support?

Artist Tran Dai Thang:Throughout Dong A's journey, we've had the support of many family members and colleagues. Some have been with us from the beginning until today, while others have only been with us for a short time. The Dong A of today would not have been possible without these individuals. My wish has always been to provide the best possible working conditions for those who work alongside me. However, the book industry doesn't always allow for that easily. Therefore, I always strive to find a balance between my personal interests and the responsibility of managing a team. How can I do what I love while building a sustainable company, and more importantly, providing increasingly better benefits for those working with me?

PV:Anyone working in publishing understands the difficulties and hardships of the profession. What is it about books that has kept you committed for so long, when many have left the industry due to market pressures?

Artist Tran Dai Thang:I've never felt any difficulty, hardship, or pressure in my publishing work. On the contrary, I've always felt comfortable and found a lot of joy in it. Perhaps publishing is the job that suits me best. I don't feel burdened by market pressures. In fact, the more difficult it is, the more it motivates me to work harder. I think I'm a happy person in my profession. And honestly, if I weren't in publishing, I don't know what else I would do.

PV:From a book cover artist to the head of a publishing brand with its own unique mark on the market, how does he view this transition: was it a natural progression driven by his passion for aesthetics, or a decisive choice made by someone involved in the cultural business? And deep down, does he feel closer to being an artist or a businessman?

Artist Tran Dai Thang:When I was working as a book cover designer, the workload was overwhelming. There were so many orders, so many publishers and book companies asking for covers. I'm someone who's reluctant to refuse, so I accepted everything. At times, I felt like I was about to become a cover-making machine. That's why I wanted to do things at a slower pace. I decided to create a book from scratch, from choosing the content and layout to designing the cover. Working on a book like that gives me more control over my time, allowing me to do more suitable things, things that bring creative joy while also ensuring a business viability.

Deep down, I've always felt closer to being an artist than a businessman. Numbers, for me, are a real headache. I just wish I could relax, not worry too much about making ends meet, and fully dedicate myself to my profession. But reality isn't that simple. Therefore, I always have to find a way to balance my artistic sensibilities with the rationality of a businessperson.

PV:If you had to give a message to young people wanting to enter the publishing industry in the context of rapidly changing technology, AI, and reading habits, what advice would you give them to not only "make books," but also maintain the dignity of the publishing profession?

Artist Tran Dai Thang:I think young people today are better trained and live in a very open environment. They have access to more information than my generation. Therefore, they will choose the most optimal and appropriate methods for themselves in this era. As for the dignity of the book profession, in my opinion, it belongs to each individual. That's not something you can just advise them to have. For myself, I simply think that I might make mistakes, but it's better to do it than to do nothing and regret it later.

“I Tell My Story – It’s All From Books” chronicles the life of a bookmaker, revealed through memories of family, childhood, youth, friends, and career. Recollections of lands connected to his family history throughout the 20th century – from Laos, Thailand, to the mountainous city of Hoa Binh – are recounted as successive layers of memory, contributing to the author's path in the book industry. The book also compiles portraits of artists, writers, editors, publishers, booksellers, collectors, and book enthusiasts… – individuals who have crossed paths with the author Tran Dai Thang in his life and career. The book consistently ranked among the bestsellers for the first two months of 2026.