Escape first, business later

If there’s one thing National Bookstore president and CEO Adrian Ramos wants people to know, it’s that even the head of the country’s largest bookstore doesn’t spend all his time reading business books.

These days, his reading list is filled with romantasy novels, science fiction adventures, manga and light-hearted fiction — stories that allow him to unplug from work and simply enjoy getting lost in another world.

“For me, reading or watching is an escape,” Ramos told DAILY TRIBUNE. “I want it to be as far away from work as possible.”

That philosophy has become something of a guiding principle, not only for his personal reading habits but also for how he hopes more Filipinos will rediscover books.

Reading without guilt

Ramos admits his literary tastes have evolved over the years.

Curious about the genre that has taken over social media, he picked up a romantasy novel simply to understand what readers were talking about. Instead, he found himself hooked.

“I didn’t expect it,” he said. “I couldn’t put it down.”

Alongside fantasy romance, Ramos counts Andy Weir’s Project Hail Mary among his recent favorites, saying he enjoyed it so much that he later went back to read The Martian. He also devoured Jennifer Lynn Barnes’ The Inheritance Games series after becoming immersed in its world.

While business books still make their way onto his shelf, he prefers stories that entertain rather than overwhelm.

“I generally like light things,” he said. “When I watch TV or movies, I prefer comedies and rom-coms over heavy dramas.”

He also enjoys anime and manga, appreciating how different formats can offer readers another avenue into storytelling.

Every reader is different

Recommending books isn’t as simple as handing someone the latest bestseller, according to Ramos.

He believes reading is deeply personal, shaped by individual experiences and tastes.

“The ultimate show of love for somebody is if you know what kind of book to give them,” he said.

His own appreciation for mystery novels came through family. His wife grew up reading Agatha Christie and Sherlock Holmes, introducing him to a genre he hadn’t previously explored.

That openness to trying different books also informs how he views readers.

“My dad always said there’s no argument when it comes to taste,” Ramos shared. “People are going to love what they love.”

Rather than convincing people to like a particular genre, he believes the goal is simply to help readers discover stories that resonate with them.

A bookstore built for discovery

That mindset is finding its way into NBS’ newest generation of branches.

Instead of focusing solely on shelves lined with books, Ramos envisions stores as welcoming third spaces where customers can browse, create, linger and immerse themselves in reading.

Each flagship “super branch” will carry its own personality while maintaining the same core concept — encouraging people to explore books at their own pace.

“It’s really going to be a third space where people can explore their love for reading,” he said. “Kids will be able to play, and people can get lost and immerse themselves in the store.”

The company is also in the middle of renovating more branches across the country, a response to changing shopping habits and shifting customer traffic after the pandemic.

Ramos adds that the goal is not simply to modernize stores but to make them more relevant to how Filipinos shop and spend time today.

“We’re matching our current network to where the customers are today,” he said.

Among the upcoming additions are the popular Book Nook carts, which have already generated excitement among readers. More titles are expected to arrive in time for the Christmas season.

Ramos, however, concludes that the bigger story isn’t about new fixtures or renovated spaces. It’s about making bookstores places where readers — whether they’re discovering romantasy, revisiting childhood favorites or picking up their first manga — feel welcome.

Because in the end, even the CEO of NBS believes the best books are the ones that let people escape for a while.