A literary party. But not just any party. This is one of the big ones, the one from La Vanguardia. There isn’t a writer who will be signing at Sant Jordi who doesn’t stop by, even if just to say hello, at the Alma hotel on the eve of such a significant day. And not just writers. “It’s already a tradition,” said Jordi Juan, director of the newspaper, in his welcome speech, which included words of remembrance for journalists Lluís Permanyer, Joan de Sagarra, and Arturo San Agustín, who passed away in 2025 and were much loved in the newsroom.
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No one wants to miss an event of such magnitude. Not even a Nobel laureate. South Korean Han Kang, author of The Vegetarian and the recent Ink and Blood, was one of the star guests, although, it must be said, she was seen less than many would have liked, as she has always preferred to take a back seat, especially when the opposite is expected. “She went for a short walk with her editor,” Alfonso Monteserín, head of communications at Penguin, justified to anyone who asked. “Don’t worry, she’ll be back. It’s just that she’s not very fond of crowds.” Understandable, as about 500 people were invited to this gathering yesterday.
The writers who will be signing today warmed up at an event that, for the first time, featured a Nobel laureate
Writers and journalists Begoña Gómez Urzaiz and Noelia Ramírez, who were listening, advised the team to give her advance warning for Diada itself because “it’s very likely she’s not aware of what’s coming tomorrow.” Sergio Vila-Sanjuán, head of the Cultura/s supplement, defined it best: “A wonderful madness.” And he also encouraged those present to disconnect for a while and recharge their batteries.
David Uclés tried (and eventually succeeded). Without alcoholic beverages, that is. “I’m in favor of having fun without getting drunk,” he confidently stated, following the advice of his literary agent, Txell Torrent, who knows by heart how tough these marathon days can be. Edhasa editor Penélope Acero, along with Emma Lira, applauded such firm convictions to avoid a hangover. Uclés replied: “I’ll have a soft drink, or else I’ll end up playing the piano like last year, and this time it’s not planned.”
Filmmakers and actors present, such as David Trueba or Maxi Iglesias, were on the lookout for this or any other scene that could inspire their next script or performance. This is a celebration where everyone is welcome, beyond the book sector. Journalist Conxita Casanovas, National Cultural Journalism Award 2024, took advantage of the fact that the Barcelona Film Fest, an event she directs, is nearby to stop by and say hello. “I’m happy to see how the cultural spring flows through the city these days,” she confessed to this newspaper.
A spring for which Eduardo Mendoza is more than prepared: “They say it’s going to be cloudy tomorrow, so I won’t forget a cardigan in my bag. And if it ends up being dazzling sunshine, it’s fine, I’ll also bring sunscreen.” The author attended the evening accompanied by his editor, Elena Ramírez, from whom he did not separate at any time. Not to avoid being asked about any controversy, but for the sake of enjoying the company.
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This 2026, Sant Jordi smells like a record again
The truth is that, despite the commotion caused by his latest statements, in which the author wondered if it would be better to say Book Day instead of Sant Jordi, the Barcelonian’s latest novel, The Intrigue of the Inconvenient Funeral, is expected to be one of the best-selling fiction titles of this day along with Crispetes de matinada, by Regina Rodríguez Sirvent, who was easy to spot among so many people thanks to her unmistakable hat.
Surely Joaquín Ausejo, head of the Alma hotel and, therefore, largely responsible for the party taking place, saw it from afar. The businessman, despite spending hours greeting everyone, made sure no one lacked anything, including Thomas Rabe and Thomas Coesfeld, outgoing and incoming CEOs of the Bertelsmann group, whom he showed the Sagrada Familia from the rooftop, just before taking a photo with editor Javier Godó; the group’s executive president, Carlos Godó; and the director of Libros de Vanguardia, Ana Godó.
Rabe and Coesfeld took advantage of the meeting to express their optimism for the future of publishing, despite the uncertainty that a scenario with artificial intelligence running rampant generates among some. “It’s a good time. Changes can be scary, but they are also a source of opportunities.” An opinion surely shared by the president of the Planeta group, José Crehueras, who also attended the literary gathering.
Jaume Collboni and the President of the Generalitat, Salvador Illa, toasted to another prosperous Sant Jordi. Everything indicates that it will be, as this 2026 smells like a record again, as anticipated last night on the sofas of the Alma hotel, which hear everything.
