Artist Tran Dai Thang gains international attention for mobile book project

Tran Dai Thang, the 53-year-old artist and former owner of the Ca Chep bookstore chain, has drawn international media interest for his “Books to Every Home” project. After closing his three bookstore locations in Hanoi and Ho Chi Minh City, Thang began a journey in July 2026 using a 6.5-ton truck to distribute books across Vietnam.

The mobile project, also known as “Roaming Turtle,” involves a truck decorated with carp imagery carrying approximately 2,000 books. The initiative aims to bring literature to various localities, with the journey expected to continue until July 2027. As of mid-October 2026, the vehicle had visited 27 locations.

The South China Morning Post recently featured an interview with Thang, comparing his mobile bookstore model to the Somelee project in Thailand.