On the morning of October 13, the press conference for the 2025 Tianfu Book Fair was held at the Sichuan Provincial Press Conference Hall. It was announced that the book fair would take place from October 17 to 20 at the Chengdu Century City International Convention and Exhibition Center. Meng Hua, Deputy Director of the Publicity Department of the CPC Sichuan Provincial Committee, introduced the overall preparations for the event. Representatives from Sichuan Xinhua Publishing & Distribution Group, Publicity Department of the CPC Chengdu Municipal Committee, China Publishing Group Corporation, and Shandong Publishing Group attended and answered questions from journalists.

Overview of the 2025 Tianfu Book Fair

Meng Hua, Deputy Director of the Sichuan Provincial Party Committee Propaganda Department, stated that since its inception in 2019, the Tianfu Book Fair has adhered to its core mission of "disseminating the Party's innovative theories, promoting mainstream values, and serving the spiritual and cultural needs of the public." Guided by the philosophy of "Love Reading, Embrace Life," the fair has continuously deepened its role in fostering cultural exchanges, energizing the publishing industry, and showcasing the charm of Bashu culture. It has become a significant cultural event in the publishing sector.

Under the annual theme of "A Fragrant Book Culture Across Tianfu, Leisurely Reading in Sichuan," the 2025 fair adopts an innovative model that integrates "online and offline platforms, exhibitions and sales, and industry and public engagement," aiming to create a high-caliber reading event with strong ideological influence, cultural reach, and industrial momentum.

The fair is co-hosted by Sichuan Xinhua Publishing & Distribution Group Co., Ltd. and the Sichuan Provincial Publishers Association, with Xinhua Winshan Publishing & Media Co., Ltd. serving as the organizer. China Publishing Group Corporation participates as the permanent guest of honor, while Shandong Publishing Group joins as the annual guest of honor. The event's core features are centered around "Five Focuses."

Cultural and Tourism Integration: Making the Book Fair a "Walking Sichuan Icon"

Zhou Qing, Chairman of Sichuan Xinhua Publishing & Distribution Group and Xinhua Winshan Publishing & Media Co., Ltd., emphasized "deep cultural and tourism integration" as the fair's innovative core.

Zhou noted that the 12th Provincial Party Committee's Seventh Plenary Session in June outlined strategies for cultural and tourism integration. Aligned with the theme "Splendid Tianfu, Leisurely Sichuan," the fair aims to create an "immersive, multi-dimensional, and all-encompassing" experience. "We want visitors to appreciate natural beauty at the book fair and savor cultural charm in tourist spots," Zhou said.

For the first time, the fair will break free from traditional exhibition venues. The opening ceremony will take place at cultural landmarks such as Jianchang Ancient City in Liangshan, Lizhuang Ancient Town in Yibin, and the Sansu Temple Museum in Meishan. Landmark book markets will debut at popular attractions like Wuhouci Temple and Langzhong Ancient City. Exclusive "cultural tourism collector's edition" bookplates will be released for sites like the Sanxingdui Ruins and Chengdu Research Base of Giant Panda Breeding. Events like "Masters of Tianfu" intangible cultural heritage experiences and author signings will enable visitors to "enjoy scenic beauty while reading."

The main venue will feature Sichuan's first Aba Prefecture Cultural Tourism Integration Zone, allowing visitors to experience Tibetan and Qiang textile-making, Thangka painting, and performances of Longtouqin (dragon-head qin) music and Salang dance. Collaborations with cultural and tourism authorities will introduce a "cultural creations for scenic spot tickets" program, linking exhibition visits with tourism.

"Comfort and leisure are essential," Zhou added. The main venue's "Flipping Through Books, Discovering Sichuan" park will offer custom-designed "Knowledge Gift Canvas Bags" and restock 2024's sold-out Sichuan embroidery bestsellers. Specialized reading zones for seniors, Gen Z, and Frankfurt Book Fair selections will coexist with a digital zone hosting the "Tianfu Esports Championship." A new intangible cultural heritage food street will let visitors savor Sichuan cuisine amidst book aromas, creating a unique "leisurely exhibition experience."

Three Major Events in Chengdu: Integrating Reading into Daily Life

"Over six years, the Tianfu Book Fair has become a beloved cultural event for Chengdu residents," said Yang Xiaoming, Deputy Director of the Chengdu Municipal Party Committee Propaganda Department, highlighting three key activities to engage the public.

Collaborating with ten cultural landmarks, including Wuhouci Temple, Jinsha Site Museum, and Kuanzhai Alley, the campaign will feature "Author-Guided Tours" and "Cultural Landmark Book Markets." Interactive check-in zones at the main venue will allow residents to collect bookplates, experience cultural creations, and explore Tianfu culture through play. Renowned authors like Alai and Du Yanglin will discuss "Life Beyond Books," while Alai will host a launch event for his new book The Source of the Great River, titled "Tracing the River: Water, Culture, and Heart." Liu Liangcheng will join for the launch of Longevity. Additionally, a "Sci-Fi Dreams, Farming and Reading" event in Donglin Village, Desheng Subdistrict, Pidu District, will showcase new releases like Daqian Dunhuang: Research on Zhang Daqian's Dunhuang Cave Studies and Embroidery Manual.

Focusing on the "Seven Inclusions" (entering communities, schools, etc.), activities will include lectures on Three Layers of Reading Red Mansions, parent-child picture book sharing for We Don’t Want a Giant Spider Driving the Bus, and themed lectures on "Exploring Space" and "The Wondrous World of Giant Pandas." The "Chengdu Reading Month" will coincide with the fair, hosting over 1,000 events, including the "Moon Over Chengdu, Fragrance of Books: Mid-Autumn Poetry Recitation." Chengdu Times Publishing House will also host the 36th seminar of the China Publishing Association’s Urban Publishing Work Committee, gathering 17 urban publishers nationwide to discuss development.

"National Publishing Team" Brings Over 4,000 Premium Titles

As the fair's "permanent guest of honor," Zang Yongqing, Deputy General Manager of China Publishing Group Corporation and Member of its Party Leadership Group, outlined the group's participation: "We’ve organized 23 renowned publishers, including The Commercial Press, Zhonghua Book Company, and People’s Literature Publishing House, to bring over 4,000 premium books, cultural creations, and 10+ cultural events to enrich this literary feast."

The book selection includes thematic masterpieces like Revitalization Library (Volumes 1–3) and Encyclopedia of China (Third Edition), new releases such as Jia Pingwa’s News and Lu Nei’s Landscape, and bestsellers like I Love That You Can’t Stand Me Yet 9. A dedicated "Cultural Creations Sales Zone" will debut, featuring brands like "Treasures of Humanity" (Lu Xun sweater series), Chengdu-limited literary bundles, and "Rongbao Cultural Creations." A special zone will showcase cultural creations from Dege County, Sichuan, highlighting publishing integration and cultural aid achievements.

Cultural activities will include talks by scholars like Han Yuhai and authors Lu Nei and Baicha, covering topics such as Dictionary of Common Quotations from Ancient Poetry, Filmmakers and Historical Representation, and Rising Winds in Shaanxi-Gansu-Ningxia. These events aim to bridge authors and readers, fostering a vibrant reading atmosphere. "We hope to share premium resources through books and deepen nationwide reading initiatives," Zang said.

1,300+ Shandong Titles Foster Sichuan-Shandong Cultural Exchange

"Sichuan and Shandong are both cultural powerhouses, and the Tianfu Book Fair provides an excellent platform for exchange," said Guo Haitao, Deputy Secretary of the Party Committee, Director, and General Manager of Shandong Publishing Group Co., Ltd., representing the "annual guest of honor." Shandong will showcase over 1,300 titles from nine publishers, spanning literature, social sciences, art, and children’s books.

Highlights include achievements from the "Shandong Cultural Heritage" project (Confucian Classics, Qi Books, Qi Lu Cultural Library, Yellow River Series), "Five-One Project" selections (Father, China Beidou, Dawa on the Snow Mountain), "China Good Books" (Chinese Characters, Chinese People), and works by "Shandong Literary Forces" authors like Zhang Wei and Zhao Defa, alongside bestsellers like Smile Cat Diary.

Special events and exhibitions will focus on "cultural mutual learning." Shandong Science and Technology Press will collaborate with the Panda Bookstore for a Wow! Giant Pandas science event, pairing Shandong picture book characters with giant panda creations. Tomorrow Publishing House will host a "Treasure-Hunting Dragon Team" series sharing by Gu Qingping. The exhibition zone, blending Qi Lu cultural elements with a solemn yet dynamic style, will feature cultural creation displays, interactive check-in points, and reading experience areas to enhance immersion. "We aim to deepen Sichuan-Shandong cooperation and jointly promote nationwide reading and cultural prosperity," Guo said.