Serial Pleasure: China’s online reading craze is challenging Kindle

To Yuwei Pan, a regular fix of Chinese novels on her smartphone makes her daily commute a pleasure. But these aren’t just normal stories. Chinese e-books are often serialised; readers wait for the latest chapters of a story, much like viewers catch up with the newest episodes of Game of Thrones.

They also provide an interactive reading experience, where readers and writers can discuss and co-develop the plot. “I turn to Kindle for serious books, but I go to Chinese online literature for imagination, fun and freedom,” Pan says.