The 41st London Book Fair: Chinese Dragon Distinguishes itself in “Market Focus”

来源:用户上传      作者: Yang Li

　　In the coming spring, London will hold the most important occasion of publishing. The 41st London Book Fair will open on April 16th. China will organize 181 publishers and over 500 leaders and managers to participate in trade negotiation and business cooperation. As the guest of honor, China will hold more than 300 activities (including professional publishing forum, copyright extension, author and scholar communication, cultural art exhibition, art performance, etc.) to show Chinese “New Sight, New Concept” to the world.
　　China Becomes “Market Focus”, the Country as the Guest of Honor, in 2012 London Book Fair
　　The London Book Fair began in 1971, created by the United Kingdom Industrial and Trade Fair Company. 22 professional English publishers gathered in the basement of a medium hotel in London, planning the first small fair (Spex). Without any foreign publisher, literary agent or author, this fair only invited many English librarians. 40 years later, the London Book Fair attracts exhibitors and publishers from over 100 countries to participate. It focuses on the latest development and most-watched issues, and encourages communication, research and cooperation. At present, the London Book Fair has become the world’s second largest international book copyright trade fair (the first is Frankfurt Book Fair). It’s also the most important book fair for international English books market.
　　Alasdair, the chairman of the London Book Fair, announces that 25,000 professionals from 110 countries will join this fair this year. From the perspective of sales, China has become the world’s largest market, growing up quickly. Therefore, it is apt to choose China as “market focus”, the guest of honor in this fair.
　　“Market focus” is an activity held by British Council and London Book Fair ever since 2004, on the subject of country or region. The country, as the guest of honor, can exhibit excellent books, publicize great authors, develop the book copyright trade, hold cultural communication activities, which will improve its cultural influence generally. It’s the focus and bright spot in each fair. League of Arab States, India, South African and Russia once became the “Market Focus” and attracted great attentions.
　　China publishing industry attaches great importance to this activity. China once again holds large external publishing activities in an important international book fair after 2007 Moscow International Book Fair, 2008 Seoul International Book Fair, 2009 Frankfurt Int-ernational Book Fair, 2010 SA Rodney Card International Book Fair, and 2011 Cairo International Book Fair. At the same time, this year is the 40th anniversary of establishment of diplomatic relations between Britain and China in ambassadorial class. The activities held by China in this fair will become an important milestone in the history of literature, publishing and the cultural exchange between two states. 　　In this fair, China will hold over 300 activities to promote the cooperation of both Chinese and English book markets and the cultural exchange between the two states deeply. This will enhance the competitiveness and influence of Chinese publishing industry and cultural products in the global cultural market. It tells the world Chinese “New Sight, New Concept.”
　　Various Activities from the Country as the Guest of Honor: Chinese Element and Chinese Style
　　According to traditional Chinese calendar, 2012 is called “Renchen Dragon year”. Dragon has always been a totem of Chinese nation as a symbol of national spirit. Chinese people claims to be the descendants of dragon. China’s participation in 2012 London Book Fair aims at communication, collaboration and learning. As “Market Focus”, the guest of honor, China will launch a Chinese style on this world-class publishing platform. All the booth design and activities are in the inheritance and innovation of Chinese element. There is no doubt that China will attract great attentions in this fair.
　　From the perspective of vision design, it applies Chinese elements cleverly. For example, the design of Chinese stand embodies the “5 Elements” concept. The 2019 square meters hall is divided into 5 areas –conducted as “gold, wood, water, fire and soil”. It assorts 10,000 kinds of books, emphasizing Chinese design idea. Besides, the art of seal-engraving and calligraphy will be shown, together with tea culture and guqin culture. Visitors will enjoy from vision, taste, smell and hearing. From April 15th to 23 th, the “China Seal World”, Luo Pengpeng seal-engraving and calligraphy art exhibition, will mainly exhibit the Hundred Schools of aphorisms seals. Aphorisms from the Analects and Tao Te Ching will be shown in arrays.
　　From the perspective of content, it fully combines the characters of publishing and cultural exchange between the two states. It helps English citizens to understand China and Chinese culture from books, people and the fair. The activities will be unusually brilliant, with the following 6 features:
　　Firstly, the activities quantity is very impressive. There will be more than 300 cultural exchange activities, including publishing professional forums, copyright extensions, authors and scholars communications, exhibitions of culture and art, art performances and so on. There will be 12 cultural art performances, including Chinese construction exhibition, Chinese contemporary art exhibition, “A century searching – witness the change of Western China” Photography exhibition, “Centenary China, Centenary feelings” Chinese contemporary children’s illustration exhibition, Chinese ancient printing exhibition, etc. 　　Secondly, the fair gets a huge scale. 181 publishers and over 500 members of professionals will be present.
　　Thirdly, the content is compr-ehensive, which involves news media, literature and art, radio, film and television, social science and technology, etc. For example, the 4 summit forums of professional publishing, co-hosted by China and Britain, involve cooperation between Chinese and European publishing, digital publishing, and language education, etc.
　　Fourthly, many famous experts will be present. 57 Chinese cont-emporary famous authors such as Tiening, the president of Chinese Writers Association, and Moyan, will participate in the literature exchange activities. They will also take part in the literature activities in 9 English cities and hold over more than 100 dialogues, reading, and speech activities.
　　Fifthly, the fair lasts very long. The “Market Focus” activity has started from the handover ceremony between China and Russia, the guest of honor of 2011 London book fair, culminated in 2012 fair, and after that, some activities held by some authors will continue to the end of 2012.
　　Sixthly, the fair sets up “the exhibition of published works between China and Britain”. Chinese government chooses 800 kinds of translated and published English books, while the Britain government choosing nearly 300 kinds of trans-lated and published Chinese books, to show the achievements on mutual translation of literature, art, education, philosophy and other publications between the two states.
　　As the “market focus”, the country as the guest of honor, China is proposed to show a totally different modern country to Britain, even the world. And this is the definition of “New Sight, New Concept”.
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