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The value of trading books goes beyond numbers. As China becomes the world's largest and fastest-growing book market, more foreign publishers turn their eyes to the Beijing International Book Fair, which begins its 17th session on Monday in Beijing.
Aside from attracting more overseas publishers and companies as well as having more book titles on display, this year's event is specially designed to better introduce Chinese literature, writers and digital publishing to the outside world as part of the country's cultural "go out" strategy. The international publishing forum and other cultural events will also provide Chinese publishers with valuable international perspectives and marketing experiences besides clinching more deals.
China still has a long way to go before its cultural influence can truly be felt on the world stage. China imports far more books than it exports: The average ratio for revenue is 5:1 and for a time it was as high as 15:1. There have been few Chinese book titles that win international acclaim.
There is also a dearth of Chinese bestsellers in the international book market and a lack of good works of literature that reflect Chinese people's deep thoughts about life, the world and the common challenges faced by humankind. Chinese writers tend to dig into history instead of contemporary life to look for subjects and inspiration.
To solve this problem, the government has adopted policies to promote Chinese books overseas by facilitating marketing channels and improving the quality of translation.
Yet it is equally crucial to bear it in mind that publishing is not merely about business. We should encourage the generation of good and serious books that embody distinct Chinese culture as well as reflect the core values and lifestyle of contemporary Chinese people in a way that readers worldwide understand.
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