Reading into new local realities

A Russian reader looks at Chinese books at the 23rd Moscow International Book Fair, which ends on Sept 6. (Source: China Daily/Liu Kai)The nation is increasingly turning to its publishing industry to promote better understanding with the rest of the world and present a mature image.

Wu Wei, from China Book International (CBI), quips that she has become saleswoman par excellence with her single-minded pursuit of one goal: introducing Chinese books to global readers.

The official from the State Council Information Office has been working for CBI, a State-sponsored program launched by the Information Office and the General Administration of Press and Publication (GAPP), since 2004. By the end of 2009, CBI had sponsored 1,350 projects involving 1,910 titles in 26 languages, in cooperation with publishers from 46 countries, Wu says.

Speaking at the just-concluded 17th Beijing International Book Fair, Wu says: "International readers are thirsty for China's stories and presenting an authentic image of the country is key to destroying the myths and stereotypes."

In the past, CBI tried to buy copyrights from Chinese publishers and presented them as gifts to foreign publishers. But that didn't work, so it is now focusing on recommending books that fit the needs of foreign publishers, and helping Chinese and foreign publishers cooperate. It even pays for the translations.

While lauding the success of Jiang Rong's Wolf Totem and Yu Dan's Confucius from the Heart, Wu believes they represent just the tip of the iceberg. The trick is to know what sells.


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