Seeking readers abroad

Chinese publishers are finding innovative ways to take the written word overseas - from discounts on buying books online to translating web novels into English. Mei Jia reports.

The picture of a book cover with a giant panda on it, is the main visual on the homepage of JD's global online shopping platform joybuy.com. The book, Story of Giant Panda, is by the so-called "panda writer" Tan Kai, and tells stories through the eyes of a mother panda and her baby.

The work is from That's China series, created by China Intercontinental Press and its partners to promote Chinese culture, literature and children's books abroad.