FRANKFURT, GERMANY – From October 13 to 18, 2025, the Frankfurter Buchmesse, in partnership with Frankfurt City Marketing, will spotlight Filipino culture in a bold and colorful way with “Jeepney Journey” at Roßmarkt. The initiative places an authentic Philippine jeepney – a beloved cultural icon and symbol of community in the city center, serving as a stage, meeting place, and interactive hub for visitors and fairgoers.
The event promises a rich mix of literary, artistic, and cultural experiences. Readings, discussions, and workshops will bring together local audiences and international guests, while stalls, interactive selfie spots, and market-style seating create a lively atmosphere. Highlights include live graphic novel painting, Filipino street food and cooking demonstrations, karaoke sessions, parol-making workshops for children, and live performances by Alyzah, Ray Lozano, the Philippine Madrigal Singers, and more.
“Since 1949, the Frankfurter Buchmesse has established itself as the world’s largest book fair. Since 2023, we have been working with its organizers to create a joint cultural project in the heart of the city. Our aim is to strengthen and highlight the close connection between the book fair and Frankfurt, thereby also promoting the Frankfurt am Main brand. This year, the Roßmarkt will be transformed into a colorful Filipino fiesta in honor of this year’s Guest of Honour. To this end, we have managed to acquire an original jeepney – a colorful, community vehicle that is deeply rooted in everyday life in the Philippines – for our project. In addition to a diverse musical and literary program, the jeepney will serve as a place for exchange, workshops, and cultural encounters,” says Stephanie Wüst, Head of the Department of Economics, Law, and City Marketing.
“The ‘Jeepney Journey’ brings the diversity of this year’s Guest of Honour – the Philippines – to the heart of Frankfurt: it transports the creativity and energy of our guest country from the exhibition halls into the public space and invites all Frankfurt residents and visitors to become part of the journey. This unique blend of celebration, dialogue, and cultural encounter whets the appetite for the book fair. And that is exactly what we want to achieve in cooperation with the city of Frankfurt am Main,” says Juergen Boos, Director of Frankfurter Buchmesse.
The press launch of the project will be held on October 13 at 11:00 am at Roßmarkt, featuring City Councilor Stephanie Wüst, Juergen Boos, Philippine Consul General Marie Yvette L. Banzon Abalos, and Charisse Aquino-Tugade, Director of the National Book Development Board (NBDB).
The campaign extends beyond Roßmarkt with a dedicated digital push, amplified by collaborations with key Frankfurt influencers. It also continues the tradition of city-wide cultural projects during the book fair, following past initiatives such as “75 Chairs – 75 Stories” (2023) and “The Great Escape Room” (2024).
The “Jeepney Journey” not only bridges the gap between the fairgrounds and the city but also brings a piece of the Philippines’ vibrant spirit to the streets of Frankfurt – turning the Roßmarkt into a living celebration of literature, culture, and community.
