Book fairs in China

Book Fairs in China: Guide for Overseas Publishers & Authors

Unlike the global publishing industry, the Chinese market implements very stringent regulations when it comes to literary publications within the country. However, despite all that, records show that around 502,246 new titles have been published in China over the past year.

Attending book fairs in China plays an important role if you want your publication to reach local audiences or find a domestic publisher. In this post, we’ll guide you through these events and share insights on how to maximize opportunities before and after attending one.


Chinese Book Fairs You Should Attend This 2024

1.   Beijing International Book Fair

After nearly four years of conducting virtual events, the Beijing International Book Fair finally returned for a face-to-face exhibition in 2023 and has garnered over 200,000 attendees. It also led the exhibition to generate an impressive revenue of 226.86 billion yuan.

The book fair includes 2,500 exhibitors hailing from 56 countries and local regions. According to, more than 60% of the exhibitors in this four-day event are overseas businesses.


Beijing International Book Fair key figures


Where and when is the Beijing International Book Fair being held in 2024?

The 2024 Beijing International Book Fair (BIBF) is set to have a five-day event from June 19th to 23rd. It’s typically hosted at the China National Convention Center (CNCC) in Beijing.


2.   China Shanghai International Children’s Book Fair

China Shanghai International Children’s Book Fair has been widely known in the global publishing industry since its foundation in 2013. In 2023, the event managed to attract around 42,733 attendees.

Among the 478 exhibit participants from 25 different countries, 127 of them are from the global market. It’s a big jump, considering the event only had over 17,000 attendees in 2013.

The exhibition carries over 30,000 children’s books, and more than 200 events focused on highlighting newly published titles, workshops, and lectures were conducted.


China Shanghai International Children's Book Fair key figures


With the intention of promoting quality children’s literature in China, the CCBF partnered with the Bologna Children’s Book Fair for the last five years. This collaboration focuses on bringing new titles to the local market and encourages reading culture among Chinese children.

It’s an important event for overseas publishers and authors because this fair includes an exhibition scheme called Book Showcase. In this dedicated event space, you’ll spot international printed books that local publishers often check out when scouting for newly published titles.


China Shanghai International Children’s Book Fair

Source: China Shanghai International Children’s Book Fair


Besides the exhibitor booths, the CCBF and Bologna Children’s Book Fair host informative conferences discussing how China’s digital ecosystem affects the country’s publishing market.

The topics range from social media to digital marketing and content creation strategies. The CCBF also serves as a leading copyright exchange hub, helping publishing professionals navigate the country’s strict publishing regulations.


Where and when will the China Shanghai International Children’s Book Fair happen in 2024?

The eleventh annual event for China Shanghai International Children’s Book Fair will occur from November 15th to 17th, 2024. Just like last year, the venue assigned for the book fair is the Shanghai World Expo Exhibition and Convention Centre.


3.   Tianfu Book Fair

Last year, the theme of the Tianfu Book Fair focused on mutual learning among cultures. It’s a vision that helped the event garner over 100,000 visitors.

This success is shared with more than 40 media groups, 600 publishers and distributors, 100 library suppliers, and other creative organizations participating in the exhibition.

The average Chinese reader consumes about 7 to 8 titles per year. With over 800,000 books available at the event, it’s the perfect place to search for the next item in their reading list. Authors and publishers with materials legally printed in the country can capitalize on this demand.


Tianfu Book Fair key figures


4.   EU-China Literary Festival

Another literary expo authors and publishers can’t miss is the EU-China Literary Festival. It’s an excellent place to explore the local book market as the exhibition promotes publications and writers from both regions.

The fair featured over 100,000 book titles, attracting an average visitor count of around 51,000. It also hosted over 90 conferences and seminars, mainly about the invited authors, education, and masterclasses related to writing.


EU-China Literary Festival key figures


Where and when is the EU-China Literary Festival happening in 2024?

The 8th EU-China Literary Festival is scheduled to run from October 12 to November 30, 2024. It will be hosted in four Chinese cities: Beijing, Shanghai, Chengdu, and Guangzhou.

This festival will include seven discussions between guest authors from China and the EU, alongside six literature-focused events.


Who are China Book Fair Attendees?

The attendees of book fair shows in China are more than literary enthusiasts or casual book readers. Through these events, you can come across Chinese editors and domestic publishers who may be interested in your craft. These exhibitions are also where copyright professionals and local translators can be found.


International attendees at the 29th Beijing International Book Fair

International attendees at the 29th Beijing International Book Fair (Source: China Daily)


How To Prepare When Attending Chinese Book Fairs


  • Hire a Local Staff for the Book Fair

Chinese book fairs are more than a place to sell children’s books or other titles. It’s a chance to connect with local experts and do your market research. Engaging with local staff who understand the nuances of the local book market and language can significantly enhance your participation in these events.

Local staff can bridge the communication gap during trade fairs, ensuring your books and messages resonate with the local audience. They can also navigate logistical challenges more efficiently, from setting up your booth to managing transactions.


  • Maintain Presence on Social Media & E-Commerce Channels

China’s digital landscape is unique, with platforms like Weibo, WeChat, and Douyin dominating the local social media landscape and e-commerce giants like Tmall and leading online sales channels.

Establishing a presence on these platforms can significantly boost your visibility and engagement with potential readers. You can also collaborate with local influencers and participate in online book festivals to drive interest in and sales of your book.


  • Learn the business culture in China’s publishing market

Building solid relationships, or “guanxi,” is essential in the Chinese business scene and can open doors to various opportunities. Be prepared to invest time in cultivating these relationships with local publishers, distributors, and literary agents.


Quick Q&A

Do Chinese people attend book fairs?

Yes, Chinese people actively attend book fairs. These events are popular in China and attract large crowds, including readers, publishers, authors, and industry professionals. Major cities like Beijing, Shanghai, and Guangzhou host significant book fairs and literary festivals annually, drawing participation from local and international publishers.


Ready To Dominate The Chinese Book Publishing Market? Get In Touch With Us Today!

The local book market offers a magnitude of opportunities, regardless of whether you’re selling children’s books or non-fiction titles. Through these book fairs, you can leverage the growing appetite of Chinese readers for new literature.

Our team of seasoned experts specializes in delivering exceptional digital marketing and advertising solutions. We create captivating branding and positioning strategies, ensuring your books stand out amidst the competition.


Sekkei Digital Group Services


At Sekkei Digital Group, we dive deep into understanding the intricacies of the Chinese consumer landscape. We can help you utilize the power of modern digital marketing, from crafting compelling ad campaigns to harnessing the power of search engine platforms and social media channels. Contact us today to learn more!


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