Culture
A small white truck pulled up outside d Kunst Art Space and Cafe in Ratchaburi on September 11, looking more like a delivery vehicle than a bookstore. But when its rear doors swung open, they revealed rows of books and transformed the truck into a temporary mobile bookshop.
The vehicle belongs to Somelee Booktruck, a travelling project launched by independent publisher PS Publishing. Ratchaburi marked the truck’s 22nd province, with its team aiming to eventually visit all 77 provinces across Thailand over the next four years.
Somelee first appeared at the National Book Fair in March before beginning its journey around the country. Its name, which means “cotton” in Thai, reflects the truck’s white exterior. Jarungdach Phosri, who drives the vehicle and manages its sales, jokingly calls himself Somelee’s “dad.”
The truck mainly carries books published by PS Publishing, alongside selected titles from other independent publishers. PS Publishing initially focused on books exploring relationships and has developed a strong following among younger readers through stories dealing with subjects relevant to their everyday lives.
For Jarungdach, however, the project is not simply a travelling sales operation. The journey is also an opportunity to meet readers, exchange ideas and create informal spaces for people to discover books together.
“People don’t need to be serious readers or know everything about books,” Jarungdach said. “They can simply come and have a conversation about something they have read. That’s what makes these visits meaningful.”
Visitors can browse the shelves, talk with the team or sit down and read without any obligation to purchase a book. That open atmosphere has become an important part of the project.
PS Publishing already operates two book-related spaces in Bangkok — Somewhere Bookshop on Phet Kasem Road and Something Blue Library on Charan Sanitwong Road. Jarungdach sees Somelee as an extension of that community, but one capable of travelling beyond the capital.
He describes the truck as a modern version of a traditional neighbourhood vehicle that brings goods directly to local communities. Instead of vegetables or household products, Somelee brings books to people who might not otherwise visit an independent bookstore.
The truck’s destinations are announced through social media, although its journey is also shaped by invitations from cafés, businesses and local communities. Some provinces, including Ratchaburi and Chon Buri, have welcomed the bookshop more than once.
After travelling through more than 20 provinces, Jarungdach said he has been encouraged by the number of young people who continue to seek out printed books. Some visitors are drawn to the physical experience of handling a book — from the texture of the pages to the smell of paper — while others say they find it easier to focus when reading away from a phone or computer screen.
The project could eventually become more than a mobile bookstore. If Somelee reaches all 77 provinces earlier than planned, PS Publishing hopes to use the remaining time to develop new activities based on the relationships built along the journey. Reading groups, creative workshops and live performances are among the possibilities.
Some stops have already begun to explore that idea. At Natit Coffee and Craft in Nong Khai in June, visitors were able to combine book browsing with activities such as bookmaking and glass painting.
For Jarungdach, though, the project’s success does not depend on how many books are sold. A visitor spending time inside the truck, discovering a new title or simply talking about something they have read is enough.
“If someone comes in, reads a few pages and stays for a conversation, that’s already meaningful,” he said.
