Representatives from the publishing and cultural sectors of China and the United Kingdom gathered at the London Book Fair on Wednesday for a promotional event for the program "Oriental Adventures — Telling China's Stories to the World", an initiative aimed at introducing original Chinese children's literature to international readers.

The program, jointly launched by Tomorrow Publishing House and the Research Center for China's Heritage Studies of the University of Lancashire, seeks to promote Chinese culture overseas through children's literature.

Through English translations and localized promotion, the program seeks to create a platform for cross-cultural exchange and bring high-quality Chinese books to young readers in the UK and across the global Confucius Institute network.

As part of the event, a copyright agreement was signed for the English edition of Lanhuafang, a title from the Picture Book Series of Chinese Intangible Cultural Heritage. The agreement was signed by Li Wenbo, president of Tomorrow Publishing House, and Hazel Holmes, head of Fox-Ink Publishing, marking the beginning of the series' overseas publication and distribution.

Wang Yun, counselor of the Chinese embassy in the UK, congratulated the two sides on the signing, noting that intangible cultural heritage embodies the Chinese nation's historical memory, wisdom and artistic creativity. She said cooperation between Chinese and UK publishers helps bring traditional Chinese culture to global readers and enables more Chinese children's books to reach overseas audiences.

Liu Xin, director of the Research Center for China's Heritage Studies of the University of Lancashire, said Lanhuafang, a book about Chinese blue calico dyeing, offers a window into China's ethnic cultures and hopes children's books can help UK readers better understand Chinese culture.

Holmes said picture books often convey universal themes such as friendship and kindness, adding that publishing the English edition of Lanhuafang would offer UK children a new opportunity to explore Chinese culture.

For years, Tomorrow Publishing House has promoted Chinese children's literature abroad through original titles and copyright partnerships, while also bringing in outstanding global children's books, especially successful classic British titles.