The Big Bad Wolf Books was launched in Kuala Lumpur, Malaysia, in 2009, is the brainchild of BookXcess' founders, Andrew Yap and Jacqueline Ng. The primary mission is to cultivate reading habits, increase English literacy worldwide and build a new generation of readers, by making books more affordable and accessible, to EVERYONE. Known as the World's Biggest Book Sale, the Sale is a global reading advocacy initiative that aims to encourage people of all ages to discover the joys of reading and inspire them to pursue their dreams and, importantly, empower them with the knowledge to realise them. We believe that the more knowledge that one gain, the better-equipped a person is to meet today’s competitive world's exacting demands. Since its inception, the Big Bad Wolf Books Sale has evolved tremendously, going global and touring 34 cities in 13 countries, such as Cambodia, Hong Kong, Indonesia, Myanmar, Pakistan, the Philippines, Sri Lanka, South Korea, Singapore, Thailand, Taiwan, and the United Arab Emirates. Since 2020, the Big Bad Wolf Books' Online Book Sale has been successfully launched in 10 countries, including Malaysia.