Huge posters of Chinese online novels, signing of Henan book publishing contracts, touring exhibitions organized by Chinese publishing houses... the "Chinese style" is blowing strongly at the 27th São Paulo International Book Biennale.

　　The Sao Paulo International Book Biennial was held at the Anhembi Convention Center in Sao Paulo, Brazil from the 6th to the 15th. As the largest and most important book fair in South America, this year's event attracted 227 exhibitors, nearly 700 writers and nearly one million visitors.

　　Chinese online literature rushes to seize market share

　　NewPOP Editora, a publishing house that has emerged in the Brazilian comics market in recent years, has opened a counter for Chinese online novels and comics. It has also used huge posters of ancient Chinese characters to attract attention.

　　"Brazil is a major animation and game country. We are receptive to works of all forms of content, especially novels and animations with historical themes." Reader Ana Paula Doro said that in the past, Japanese animation dominated the mainstream market in Brazil, but in recent years, ancient Chinese works have continued to emerge, and the Brazilian audience is constantly expanding.

　　New Pop store employee Aguia said that after the Chinese ancient puppet dramas became popular on Netflix, more and more Brazilian readers came to ask about the original books. "We immediately decided to introduce the Portuguese version to everyone. Some novels and comics with the same name are now selling well in online bookstores and physical bookstores, and have achieved great success."

　　UNESCO wins contract for Henan-published book

　　The delegation led by Zhu Guoxin, deputy secretary-general of the China Publishing Association, not only held the second Latin American Chinese Cultural Tour Exhibition in Brazil, Peru and other countries, but also went to this book fair to explore business opportunities.

　　During the trip, Educational Sciences Press signed a publishing and distribution agreement for Chinese teaching materials for foreigners with Dexin Bilingual School, a local Chinese school in Sao Paulo, to jointly promote the dissemination of Chinese teaching materials for foreigners and promote Chinese language education. It also signed cooperation framework agreements with several Brazilian publishing institutions, including Hd Cultural, Editora Inserir, Telos Editora, and Sao Paulo State University Press, to cooperate in the copyright transactions of children's books, youth education, traditional Chinese medicine, and other books, as well as academic literature and translation of classic works.

　　Zheng Haojie, President and Editor-in-Chief of China Educational Science Press, said in an interview, "As an important institution of educational publishing in China, China Educational Science Press has taken a very important step in academic publishing, children's picture book publishing, and especially in international cooperation."

　　In Zheng Haojie's view, this is his first visit to Brazil and even Latin America to spread the voice of Chinese culture and education, which can be described as "an ice-breaking journey". "I hope that through today's visit and exchanges, we can further promote cooperation with relevant Brazilian institutions and spread the voice of Chinese education further and wider."

　　Donaldo, a children's book writer and president of Telos Editora, said that he has noticed that many Brazilian books have been published in China in recent years. He hopes to have in-depth contact with the Chinese publishing industry through cooperation with UNESCO. "I want to learn more about Chinese literature and look forward to better opportunities to sell Chinese publications and introduce Brazilian picture books to China. This is a good situation for us."

　　At this book fair, Henan Literature and Art Publishing House under Zhongyuan Publishing and Media Group and Brazil's BOM BOM BOOK'S LTDA Publishing House held a new Portuguese book launch for "Shenmu", a "classic of famous novellas from the past century" and a signing ceremony for the copyright export of "Fragrant Soul Girl".

　　Jessica, president of Brazil's BOM BOM BOOK'S LTDA publishing house, said at the signing ceremony that classic literary works convey the common humanitarian concerns and good wishes of mankind. "The Divine Tree" and "The Fragrant Soul Girl" are profound in thought and classic in content. They are excellent literary works and their publication in Brazil will have a positive social impact.

　　"Digital empowerment" promotes Chinese publishing overseas

　　The Sao Paulo International Book Biennial offers half-price admission to students and free admission to children under 12, and many schools have organized groups to check in. The book fair is full of stuffed toys, trampolines, photo areas, and theater areas. A publishing group from northeastern Brazil even brought a band to perform, which shows how relaxed and rich the reading culture in Brazil is.

　　Many Chinese publishing professionals have also noticed that most of the beautifully printed and complexly produced children's books come from China's publishing and printing industry.

　　Mao Lingjing, deputy secretary-general of the Zhejiang Provincial Publishing Association, believes that Brazil is good at creating a relaxed atmosphere and is worth learning from, but books are expensive. At the same time, China's printing industry chain is complete and printing costs are low. "There is room for win-win cooperation between China and Brazil."

　　At the exhibition, Harry Potter digital products, book series and interactive spaces were very popular and attracted the attention of Zhu Guoxin. In an interview, he said that Harry Potter IP has been widely disseminated around the world, and one of the means is to expand its dissemination range through digital content. "In the current era of rapid development of science and technology, using digital publishing to enable culture to go global is a trend and an important channel."

　　"Spread knowledge, pass on culture, and let digital technology give wings to our cultural heritage." Zhu Guoxin said that the IPs of Chinese online literature, such as the currently popular Black Myth: Wukong, can also be digitalized so that more people in Latin America can understand them and introduce traditional culture and long history, "so that our culture can spread further."