Young Chinese emerge as main buying force at book fair

CHENGDU — The 2024 Tianfu Book Fair, which just concluded in the southwestern Chinese metropolis of Chengdu, has seen both record sales and a record number of young visitors this year.

The four-day event showcased over 800,000 books and attracted more than 58 million visitors online and offline. The total sale of books and cultural products reached 105 million yuan ($14.8 million).

Young readers carrying canvas bags and notebooks were frequently seen at the fair. They navigated through booths and crowds, carefully selecting books and participating in the various cultural events. They weren't just enthusiastic attendees, they were also the driving force behind retail sales.

Shi Haoran, in his 20s, went straight to a booth for the specially crafted edition of Romance of the Three Kingdoms, the publication of which he had crowd-funded a few years earlier.

This edition is part of a panoramic series of China's four great classics, which cleverly incorporates elements that appeal to today's youth, such as rich illustrations, cultural maps and interesting commentaries from famous people.

"We prefer works that blend tradition with modernity, as long as they remain true to the original," Shi says.

He purchased five sets of the displayed books. Although the prices were steep, he feels they are worth collecting. He says good books can be read repeatedly, unlike fast consumer goods that are used up quickly.

The demand for books among young people has also become increasingly diverse.

"We noticed that young people are very interested in traditional Chinese culture. The market demand for beautifully crafted books with traditional cultural elements has seen significant growth," says Yuan Ziqi, deputy general manager of a major Chinese publisher.