April 2018 bestseller lists from China: Young readers cheer a celebrity-powered World Book Day

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(From Publishing Perspectives)

Our colleagues at OpenBook in Beijing and Trajectory in Boston point out that although Yu Hua’s To Live claimed the No. 1 spot on China’s Overall Fiction list for April, the two titles that follow it are warhorses of the market’s bestseller lists—both from outside China.

OpenBook’s analysis of the strong positioning for Yu Hua’s work points to a particularly robust World Book Day program in China on the 23rd of April.

As it happens, an 18-year-old celebrity named Yi YanQianXi—Jackson Yee to English-language fans—took to his Weibo social media channel to recommend the author’s To Live. Yee may be a book’s best friend: when he appealed for more reviews of the book, some 100 other celebrities jumped in, and more than 2 million followers were quickly following.

Before the activity was over, author Yu Hua had written a public message to Yi YanQianXi, addressing the generation of Chinese citizens he writes about, saying, in part, “You are a unique generation. You are in a period where the future has come and the past has not yet passed.”

The 57-year-old Yu Hua has at times written what’s described as postmodern Chinese fiction, sometimes with elements of magical realism, stories of young people in various eras, particularly building the context of small people in great times and their importance in society and culture. Yu Hua’s work supports the idea that the young Chinese citizens of today will be the leading consumers of pure literature in the future.

Read more at this link

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