The 2023 Tianfu Book Fair (TFBF) is held from October 13 to 16, under the permanent theme of "Enjoy Reading, Enjoy Life" with the annual theme of "Mutual Learning Among Cultures amid Fragrance of Books". It aims to be a grand celebration of books in Sichuan, a Land of Abundance,  and a significant event in the publishing and distribution sector. The fair is held in a way that features domestic and international synchronization, integration of online and offline platforms, combination of exhibition and sales, and interconnection of nation-wide reading activities.

After five years of exploration and innovation, the TFBF embraces its fifth edition with a scale unseen in previous ones, participated by nearly 40 publishing and media groups, over 600 reputable publishers, more than 100 library book suppliers, and multiple cultural-creative institutions online and offline. A total of 800,000 titles of books are showcased both online and offline at its main and branch venues, among which, 90,000 titles whose list prices amount to 25 million yuan are displayed at the main venue, offering a great autumn reading feast, impressive and innovative, for readers and guests, while providing a valuable opportunity for the entire publishing industry to exchange and learn from each other.

What's the legacy of the 2023 TFBF? What changes has the TFBF brought to the publishing industry in Sichuan and even China over its five editions? Walking through the fair's main exhibition venue at the Chengdu Century City New International Convention and Exhibition Center, we can witness the exhibition and sales of top-quality books, exchanges among publishing professionals, experiences of smart reading, and displays of cultural-creative products. With a space of approximately 22,000 square meters, the fragrance of books permeates the air.

You may curious about what the big names in the publishing industry think about the event. During the fair, Wu Shulin, President of the Publishers Association of China, and Liu Xiaokai, Director General of the Printing and Distribution Bureau of the Publicity Department of the CPC Central Committee, gave the thumbs up to and shared their best wishes for the event in their speeches at the opening ceremony. Reporters also conducted interviews with key figures in the publishing industry, including Mao Yuansheng, Member of the Leading Party Members’ Group of China Publishing Group Co., Ltd. as well as Deputy General Manager of China Publishing and Media Co., Ltd., Zhang Chaoyang, Secretary of the Party Committee and Chairman of Phoenix Publishing & Media Group, Zang Yongqing, President of People's Literature Publishing House, and Chen Yiwang, Secretary of the Party Committee and utive Director of Orient Publishing Center, to gather their insights on the 2023 TFBF.

Wu Shulin: TFBF, a shining emblem of Sichuan's efforts to become a culturally leading province

In his speech for the opening of the fair, Wu Shulin, President of the Publishers Association of China, emphasized that since its establishment in 2019, the TFBF has consistently utilized books as a medium to disseminate mainstream values, boost industrial vitality, cater to the evolving needs of the public, and set industry trends. It has now evolved into a shining emblem of Sichuan's efforts to become a culturally leading province. This edition has made a strong case for "Mutual Learning Among Cultures" and established an overseas branch for the National Pavilion for the first time. By integrating moves to bring in outside resources with the drive to go global, the fair aims to expand its influence beyond the borders of Sichuan and China, gradually transform itself into a nationally and internationally renowned book fair with broad impact and distinctive characteristics, and serve as a vital platform for showcasing Chinese culture and narrating Chinese stories –Sichuan culture and Sichuan stories in particular - in the global arena. Acting on the spirit of openness and inclusiveness while upholding fundamental principles and breaking new ground, the TFBF carries forward the Chinese culture, and is poised to thrive and further excel.

Liu Xiaokai: 2023 TFBF offers readers a cultural feast, and accrues experience for the advancement of the industry

Liu Xiaokai, Director General of the Printing and Distribution Bureau of the Publicity Department of the CPC Central Committee, stated in his opening ceremony speech that this year marks the beginning of fully implementing the guiding principles of the 20th CPC National Congress and is a crucial year for the implementation of the "14th Five-Year Plan". The thematic education activities on studying and implementing Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era is being extensively carried out throughout the Party, and the National Conference on Publicity, Ideology, and Cultural Work has just concluded. Organizing the fair at such an important juncture is a significant initiative taken by the publishing and distribution sector in Sichuan to practically and comprehensively implement Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era and the guiding principles of the 20th CPC National Congress, as well as to act on the spirit of the National Conference on Publicity, Ideology, and Cultural Work. Under the theme of "Mutual Learning among Cultures amid Fragrance of Books", focusing on promoting extraordinary traditional Chinese culture while exploring and showcasing the unique cultural essence of Sichuan, The 2023 TFBF is held in a way that features the integration of offline and online platforms, strives to become more internationalized, proactively explores smart reading and enhancing international influence, and caters to the diverse reading needs of readers in various scenarios. It will undoubtedly offer readers a cultural feast and accrue experience for the advancement of the industry.

Mao Yuansheng: TFBF has become one of China's prominent book fairs

"From the offline exhibition in 2019, to the launch of Online Book Fair – a World on the Cloudfair in 2020, and then the extensive collaboration among communities in 2021, ‘the World on the Cloud’ continues to evolve and expand in 2022, with online and offline coverage throughout Sichuan Province." Reflecting on the transformations of the TFBF, Mao Yuansheng, Member of the Leading Party Members' Group of China Publishing Group Co., Ltd. as well as Deputy General Manager of China Publishing and Media Co., Ltd., stated that since its establishment in 2019, the TFBF has emerged as one of China's prominent book fairs. It has made significant strides in advancing nationwide reading in the new era and creating a social and cultural environment that is positive, uplifting, wholesome and civilized. It has become a shining emblem for the publishing industry and an important brand among national book fairs.

Mao believes that the 2023 TFBF, themed "Mutual Learning among Cultures amid Fragrance of Books" aiming to be a grand celebration of books in Sichuan, a Land of Abundance, and a significant event in the publishing and distribution sector, and held in a way that features domestic and international synchronization, integration of online and offline platforms, combination of exhibition and sales, and interconnection of nation-wide reading activities, has made all-round breakthroughs from technology to content.

"The most notable change and highlight of this year’s TFBF is the launch of the International Pavilion, showcasing outstanding Chinese publications which have been distributed internationally." Mao shared with reporters that this pavilion, organized by China National Publications Import & Export (Group) Co., Ltd. under China Publishing Group, will take an international approach to exhibition, leverage the book fair platform to facilitate international cultural exchanges, promote cultural dissemination and copyright trade, and provide readers with captivating reading experiences.

Zhang Chaoyang: TFBF has witnessed rapid rise in just 5 years

Zhang Chaoyang, Secretary of the Party Committee and Chairman of Phoenix Publishing & Media Group, believes that the TFBF's rapid rise in just 5 years can be attributed to its sound management, emphasis on innovation, and distinctive features. "In terms of content planning and ways of exhibition, TFBF has always been committed to innovation. Expanded presence of technology was found in the Smart Reading Zone in 2022, which greatly attracted and impressed readers. This year, the introduction of the International Pavilion and the Game and Animation Zone blows our mind."

"Every year the TFBF has effectively showcased the rich and diverse elements of Sichuan, which is a major characteristic of the event." Zhang shared with us that, in 2022, Phoenix Publishing & Media Group held a Three-Su-themed (three Chinese literary masters, Su Xun, and his two sons, Su Shi and Su Zhe) book fair in Meishan City, carrying forward the cultural heritage of the Three Sus and promoting Dongpo (art name of Su Shi) culture. This year, the Sanxingdui Museum in Guanghan City and the Xinhua Bookstore in Liangshan Yi Autonomous Prefecture will serve as key branch venues, which are also highly anticipated.

Zang Yongqing: TFBF's brand awareness and cultural influence will further improve nationwide

Zang Yongqing, President of People's Literature Publishing House, shared that for this year’s TFBF, People's Literature Publishing House has brought 7 events, featuring Zhang Ping and Dong Xi, Mao Dun Literature Prize winners, as well as renowned authors Wang Yuewen and Gao Honglei. "You can see that we are really serious about the guests. Moreover, we have chosen to debut Zhang Ping's new work 'New Leader' at the fair. The reason is that, besides valuing this platform, we want to show the important collaboration with the Art Publishing House in Sichuan via the book, which is jointly published by us."

According to Zang, he has participated in two or three editions of the TFBF since its debut in 2019, so he has been part of the event quite early on. "In my memory, the previous editions were mainly focused on sales, and the scale and the influence of guests had no way to compare with those of this edition. In just a few years, the TFBF has grown to such a large scale and influence, demonstrating Sichuan's emphasis on the promotion of reading," he stated candidly.

"I've been told that a tremendous number of publishers participate in the event. Members of the China Publishing Group have come as one group. The booths of all publishers are beautifully designed, in which they host a wide range of activities." Zang holds that with the continuous innovation and development at the current scale, the TFBF's brand awareness and cultural influence will further improve nationwide.

Chen Yiwang: TFBT, a top-class book fair

Chen Yiwang, Secretary of the Party Committee and utive Director of Orient Publishing Center, summarized the fresh experience brought by the 2023 TFBF with three key words: enthusiastic, professional, and open. He stated, "The 2023 TFBF has received unprecedented attention from the government and readers, which is relatively rare among various publishing exhibitions in China. It truly showcases the enthusiasm and charm of Sichuan, the 'Land of Abundance'."

Furthermore, Chen is deeply impressed by the organization of the event. "The layout and display of the exhibition venues, the arrangement of reading activities, as well as the integration of online and offline platforms, and the establishment of distinctive exhibition areas, all bring us valuable insights and reflections, demonstrating the host and the organizer's professional exhibition management skills and pursuit of excellence in publishing."

Chen deems that the essence of a book fair lies in serving the public's reading needs. This edition is held in a way that features domestic and international synchronization, integration of online and offline platforms, and interconnection of nation-wide reading activities. The participation of international friends and the appointment of reading ambassadors during the opening ceremony exemplify the fair's openness and international appeal, distinguishing it as a top-class book fair.