Experience the “Unbelievable” - as Big Bad Wolf Books returns to Dubai

4th April 2023, Dubai, United Arab Emirates: Big Bad Wolf Books, in collaboration with strategic partner Dubai Culture, is all set to make waves yet again in Dubai with its return on Friday, 7th April 2023. Recognised as the World’s Biggest Book Sale, the event is a book lover's paradise with an ‘UNBELIEVABLE’ retail experience for ten days, offering a wide range of titles at unbelievable discounts of over 75 percent.   

Returning for its fourth year in the city, the Book Sale will be held at Dubai Studio City, a member of TECOM Group PJSC, which is also Big Bad Wolf Books’ official venue partner. The Book Sale is open to the public daily from 9 a.m. to 2 a.m. until Sunday, 16th April 2023, and is free for all to enter.

To officially mark the opening of this highly anticipated event, a press conference hosted at the Etihad Museum auditorium brought together key industry key stakeholders, including Andrew Yap, Co-Founder of Big Bad Wolf Books; Mr. Khaled Hatrash, Operations Manager, Dubai Studio City; Ms. Eiman Al Hammadi,  Acting Manager of Libraries Affairs from Dubai Culture as well as long-standing partners, literary fanatics, and supporters, to discuss the importance of inculcating regular and sustainable reading habits, among the people of the UAE and the role Big Bad Wolf Books plays in gifting the public a treasure trove of knowledge. 

To foster the passion for reading, the Ministry of Culture and Youth’s initiative ‘UAE Reads’ aims to establish reading as a habit among 50 percent of Emirati adults and 80 percent of school students by the year 2026. In line with the scheme, Big Bad Wolf Books is committed to enriching Dubai Culture’s mission to spread the light of knowledge through reading.  

Majed Al Suwaidi, Senior Vice President of Dubai Studio City and Dubai Production City – TECOM Group, said: “Literature is such a powerful fuel for creativity, imagination, and curiosity. Big Bad Wolf promotes a love for reading that is essential to nurture in younger generations, especially in an increasingly digital world. This event has become such a staple of our creative calendar, drawing huge crowds to its home at Dubai Studio City’s filming facilities. We’re thrilled to welcome it back once more and continue spreading our passion for powerful storytelling in every medium, language and style.”

Eiman Al Hammadi, Acting Manager of the Libraries Affairs Section at Dubai Culture affirmed: "At Dubai Culture, we realise the importance of organising and hosting book fairs. They are an effective platform for the exchange of ideas and experiences, and for shaping the future of the cultural and literary sector, and the publishing industry. They represent an essential source of the creative economy ecosystem, which Dubai aspires to become its global capital of by 2026." Al Hammadi noted that Big Bad Wolf Books opens many windows through which we look at the worlds of culture and the publishing industry, across many disciplines and scientific, literary, and human fields. Al-Hammadi expressed the Authority's pride in its strategic partnership with Big Bad Wolf Books. She said: "This allows us to discover the joy of reading and arm ourselves with knowledge. We also express our happiness that Dubai hosts the activities of this international fair. The exhibition supports our cultural and creative industries, of which the publishing and literature movement is an essential part. This comes within the framework of the Authority's commitment to achieving Dubai's cultural vision aimed at cementing the emirate's position as a global centre for culture, an incubator for creativity, and a thriving hub for talent."

This year, to deliver an unforgettable experience for patrons, Big Bad Wolf Books is set to offer an ‘UNBELIEVABLE’ host of goodies that will wow customers with unbeatable prices on select books. That’s not all; to help customers share the joy of reading, for the first time ever, Big Bad Wolf Books is introducing gift vouchers, wherein customers can buy and gift to fellow reading enthusiasts or their friends and family and encourage more people to pick up a book or two.   

Additionally, customers, young and old, can partake in an exciting ‘Book Haul’ contest, as part of which they need to simply upload a creative image or video of their experience at the Book Sale on BBW’s social media with the hashtag #BBWDUBAI and stand a chance to take home a trolley full of their favourite reads.   

Andrew Yap, Co-Founder of Big Bad Wolf Books, said: “Big Bad Wolf Books has proved to be a resounding success in the UAE. Building on the momentum we’ve created over the years, we’re pleased to return to Dubai with a slew of new and exciting additions to provide book lovers in the region with an ‘‘UNBELIEVABLE’ experience laced with good-quality, affordable books and lasting memories. As a brand, we’ve always believed that reading is an essential activity that opens up new worlds of knowledge and imagination in our ongoing quest to increase literacy worldwide and reach people beyond borders; we’re confident that this upcoming edition will be “Bigger & Gooder” than ever before.”

He further expanded on his first-hand interaction with customers during the last sale, “Many expatriate customers who visited have inspiring stories about how the affordability factor provided by the Book Sale allows them to send books back home to their family and loved ones. For many, this is not just a Book Sale, but an avenue through which they can share the joy and add value with those for whom reading is not so accessible. We are humbled and grateful to have the support of Dubai Culture, our Strategic Partner; Dubai Studio City, our Venue Partner; and Dubai Production City, our Mission Partner, who are allowing us to make the vision of Big Bad Wolf Books come true.”

Visitors can browse through a plethora of bestsellers, fiction, non-fiction, literature, cookbooks, children's books, graphic novels, and more. In addition, the fair will showcase board games, colouring books, and collectibles, all under one roof. In order to spread the reading cheer among the community, visitors can participate in sharing their payment receipts (minimum spend of AED 260) with their friends and family, who can then use the paid receipt on their next visit to the Book Sale and receive a discount of AED 50 off on a minimum spend of AED 350.

The Big Bad Wolf Book Sale was conceptualised with the vision to promote literacy and reading among communities worldwide. Since the start, it has attracted flocks of book lovers from across the region and has earned a reputation for offering unbelievable selections and prices on books—serving as an excellent opportunity for avid readers to build their collections, pass on books to their loved ones and connect with readers from all over the world. 

Dubai Studio City and Dubai Production City are part of TECOM Group’s portfolio of 10 business districts, including Dubai Internet City, Dubai Media City, Dubai Industrial City, Dubai Science Park, Dubai Knowledge Park, Dubai International Academic City, and Dubai Design District (d3).

For more information and updates about the Big Bad Wolf Book Sale Dubai 2023, please visit:

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