European Union Delegation Hosts Christmas Book Fair in Ashgabat

Ashgabat, December 20, 2025. At the very heart of the city, within the doors of the Delegation of the European Union to Turkmenistan, a true winter fairy tale came to life today. For the third consecutive year, the EU Delegation welcomed book lovers, families, and holiday enthusiasts to its now-cherished tradition: the Christmas Book Fair. Notably, at the invitation of the organizers, the event was attended by representatives of several public organizations, including “Tebigy Kuwwat,” the Aarhus Centre of Turkmenistan, the Nature Preserving Society of Turkmenistan (NPST), and the National Red Crescent Society of Turkmenistan (NRCST).

A Tangible Connection with Books. In an era of digital technology and endless social media scrolling, this celebration set an ambitious and noble goal: to bring “living” paper books back into fashion. “We want to remind everyone of the incredible pleasure of holding a new book, smelling the printer’s ink, and turning the pages. This is not just about literacy; it is a culture of genuine interaction,” the organizers noted.

“For us, this project is more than just a cultural event; it is an opportunity to show that a book is one’s best friend and mentor. Seeing children’s eyes light up when they receive their first big book confirms that the tradition of family reading in Turkmenistan is alive and thriving. For the third year running, we have created this space of trust and knowledge,” emphasized Aygul Byashimova.

The impressions of the guests confirmed that the younger generation has not lost interest in physical pages and reading. Aylar, a visitor and mother of two children, shared: “We came for books but ended up in a real Christmas movie! The children loved Santa’s post—they spent half an hour carefully writing every word of their letters. I even found a rare classic edition I’d been looking for. A huge thanks to organazers for such a warm welcome and delicious tea!”

Books, Souvenirs, and the Spirit of Christmas. For one day, the entire EU Delegation office in Turkmenistan was transformed into a cozy European quarter. Small book stalls featured rare editions, classics, and children’s and foreign literature, while local artisans displayed unique handmade souvenirs. The atmosphere was enhanced by a hospitable food court, where every guest was greeted with warming tea, aromatic coffee, and gourmet snacks. The air was filled with the scent of pine needles and home-baked treats, creating the feeling of a family holiday.

The true stars of the event were the books, Santa Claus, the letters, and a surprise flashmob. The heart of the event was undoubtedly Santa’s Express Mail, where the queue of people eager to send their most cherished wishes remained long until evening. Children and adults alike enthusiastically entrusted their dreams to paper.

Santa Claus himself ensured there wasn’t a dull moment. Countless smiles were captured at the festive photo zone, and an impromptu, energetic dance by Santa brought everyone to their feet, turning the fair into a true festival of joy.

Arslan, a student and book enthusiast, remarked: “In the age of smartphones, you sometimes forget how cool it is to just sit with a paper book in a cozy atmosphere. The flashmob with Santa was a total game-changer! It was very fun and, most importantly, sincere. It’s great that Ashgabat has such venues for live interaction.”

The third EU Christmas Book Fair in Turkmenistan once again proved that a book is the best reason to bring people together. This Saturday, the Delegation office became a place where people didn’t just buy gifts but exchanged warmth, emotions, and a love for reading. Despite the chilly weather, the atmosphere of celebration and community kept everyone warm. It was particularly heartening to see so many children and young people interested in books. As the event drew to a close, guests left not only with bags full of books and souvenirs but also with that special “afterglow” of a miracle that only happens at Christmas.

Ayna Atayeva.