The recent London Book Fair has attracted China's national and provincial publishers alongside the heavyweights.

Thirty-three publishing houses from nine provinces and municipalities that include Beijing, Jiangxi and Henan brought about 1,000 new titles to London.

Their stay was organized by their London-based partners and by China Universal Press and Publication, based in Beijing.

Activities included meeting and debating with Chinese and foreign experts on topics such as how to promote a better understanding of China, Chinese culture and China's Belt and Road Initiative.

Professor Wang Jihui of Peking University and Andrew Wheatcroft, visiting professor at London's City University, on April 12 discussed Sino-UK cooperation in the field of drama and literature translation, while recalling this year's 400th anniversaries of the deaths of China and England's most famous playwights - Tang Xianzhu and William Shakespeare.

China Social Sciences Press, meanwhile, launched books on the theme of understanding China, with topics ranging from China's political and economic systems to social evolution, reform, and social welfare policies.

Zhao Jianying, editor-in-chief of China Social Sciences Press says China has made tremendous progress in recent decades thanks to reforms and greater openness. Yet many Western mainstream professionals and others still lacked a basic knowledge of China's history and development.

"And it is even harder for them to know the logic behind China's development theories, its political and economic systems, Chinese civilization and its unique contribution to human progress," Zhao says.

Against this background, Zhao says his publishing house has invited prominent experts from the Chinese Academy of Social Sciences and other institutions to edit the "Understanding China" series.

Experts from the academy exchanged ideas with their London audiences on China's social welfare polices and governance reform.

"There is natural logic behind why China has chosen one development path instead of another and it is meaningful to publish this series to achieve better understanding of China," says Fang Ning, president of the Institute of Political Sciences of the Chinese Academy of Social Sciences. "We are trying hard to explain things clearly for our foreign readers in order to gain mutual trust and avoid misconceptions."

The Foreign Language Teaching and Research Press UK, meanwhile, launched English versions of two Chinese books at the fair.

"The launch of the books - Brush and Ink in Chinese Painting and Key Concepts in Chinese Thought and Culture - signifies a shift by FLTRP from foreign language educational publishing in China to being a promoter of Chinese culture in the world arena", says Cai Jianfeng, company president.

"There has been increasing demand for China-themed publishing year-on-year in the market due to China's improving soft power," Cai says, "and we also see growing numbers of Chinese language learners who would love to know more about Chinese culture."

Cai says he is hoping to clinch sales rights for the two books at the fair in order to see them published in more languages.

(China Daily European Weekly 04/15/2016 page25)