Bleu&Book, Taipei. From a life in a television network to owning bookstores across Taiwan
«There are over two hundred independent-bookstores in Taiwan. To stand out, bookstores craft a thematic identity, serving a certain subject matter in a multitude of genres»
Bleu & Books Inception and Development
Founded by Tsai Jui-Shan and Tieh-Chih Chang, Bleu & Book has become one of the many independent bookstores in Taiwan that contribute to cultivating a strong reading culture across the country. Since opening their first store in 2016, the couple have developed multiple Bleu & Book locations, including a short-term pop-up store that has since closed. Bleu & Book was conceived by Shan and Chang as a response to their shared passion for books and their professional background in media.
Before founding Bleu & Book, Shan worked at a TV and media company based in Taipei, where she met her future business partner, Chang. This role allowed her to build connections with the people who later supported the establishment of the bookstores. Chang, who holds a degree in Chinese literature and media studies from Fu Jen Catholic University, worked for years as a writer and TV host for CTV, later transitioning into production. During this period, Shan was introduced to Taiwan’s bookselling scene through a television program centered on bookstores and booksellers—an experience that sparked the idea of creating a bookstore of her own.
Publishing Industry in Taiwan
Shan later managed a bookstore, a role she prepared for by traveling across Taiwan to understand the realities of running such a business. Her partner Chang, a political science graduate from Columbia University, previously served as Editor-in-Chief of magazines such as Verse and City Magazine and contributed as founding editor for Taiwan and Hong Kong’s Bloomberg Businessweek. Shan notes that Taiwan’s relatively limited market size makes distinctive business models essential for survival.
“There are over two hundred independent bookstores in Taiwan. To stand out, bookstores craft thematic identities, focusing on specific subjects across multiple genres,” she explains. For example, a bookstore on Taiwan’s eastern coast centers its selection around the theme of the sea. Drawing inspiration from such concepts, Shan and Chang created a recognizable brand identity for Bleu & Book. Their collaboration was also shaped by Chang’s social activism and editorial background, which helped guide the store’s curatorial direction.
Shan emphasizes that curating books requires collective insight rather than personal taste alone. As a self-funded bookseller, her aim is to showcase literature that contributes to the intellectual and cultural life of the communities they serve.
Their first store opened in the Huashan district of Taipei, followed by a second location in 2018 in Nanguo Village in the Zhanghua district, housed on the ground floor of the former residence of General Sun-Li Jen. In 2019, they opened additional outlets, including a pop-up store that operated for 118 days.
Expansion and Store Concepts
Over the years, Bleu & Book has opened several more locations across Taiwan. One bookstore established in western Taipei eventually closed, while another store near the city’s second central park offers a combined space with a café, restaurant, and an area dedicated to book-related events. Another location in northern Taiwan occupies part of an unused school building near the sea, featuring three floors with a curated selection focused on water-related themes.
The earlier bookstores occupy compact spaces of around sixty square meters, each offering thousands of books and an in-store café. Bleu & Book sources its coffee beans from local roasters, including Taipei’s Fika Fika. Alongside coffee, customers can enjoy freshly prepared sandwiches.
The name “Bleu & Book,” coined by Shan, was chosen to distinguish the brand from other independent Taiwanese bookstores. “Bleu” references the French word for blue, inspired by a folktale of a prince guided by a bluebird to find happiness. Shan, however, interprets the story differently: she believes happiness lies in the journey itself a metaphor she connects to the pursuit of knowledge found through books.
Architecture, Community, and Curation
Each Bleu & Book location is housed in a building of cultural or architectural significance. By collaborating closely with property owners, Shan and Chang have been able to secure affordable rental terms. Their presence in notable tourist and heritage sites has helped the brand grow a dedicated following. This visibility has led to collaborations with building owners, local governments, and architects who commission the duo to design bookstores tailored to different districts across Taiwan.
While store layouts vary from one location to another, the overall design language—along with the café concept—remains consistent. Shan works with contractors familiar with her family to handcraft shelving and display units. Bleu & Book primarily stocks Mandarin-language books but also includes a curated selection of English-language titles for international visitors. They collaborate with both local and international publishers and frequently accept works from emerging writers and artists.
Events and Cultural Programming
Bleu & Book is known for hosting literary events that bring together readers and authors. One notable program spanned four days and featured 118 writers across 121 events in several Taiwanese cities. “We specialize in events related to books and author readings. While we are a bookstore, we take pride in the scale and significance of the programs we organize,” Shan explains. Events are open to the public, with attendees purchasing books before entering.
They have also curated city-wide events, such as a reading festival in Jingtong organized at the request of the town’s mayor. During this festival, authors conducted readings aboard a moving train that traveled toward Taiwan’s northern coastline.
Bleu & Book continues to organize literary events and operate its bookstore locations in partnership with local communities and cultural organizations.
Bleu&Book
100, Taiwan, Taipei City, Zhongzheng District, Section 1, Bade Rd, 1號2樓
Bleu&Book is a group of bookstores that are based across Taiwan. Alongside hosting and selling books, Bleu&Book also carries out book reading festivals and events each year.
