China Expands Global Children's Publishing Footprint at Bologna Book Fair
Event summary
- 18 Chinese publishing brands, including China National Publications Import and Export (Group) Co., Ltd, showcased 1,200 children's books at the 2026 Bologna Children's Book Fair, with 500+ English-language titles.
- Special zones highlighted works by artist Feng Zikai and classic lianhuanhua, while a science and illustration section featured original works by Chinese illustrators.
- The international edition of the Chinese children's magazine Dongfang Wawa was signed for the Malaysian market, marking a step in overseas expansion.
- Basarat Kazim of IBBY praised the Chinese Pavilion, noting the Hans Christian Andersen Award win for illustrator Cai Gao.
- Elena Pasoli, Director of the Bologna Children's Book Fair, affirmed China's growing role as a source of high-quality original children's books.
The big picture
China's strategic focus on children's publishing as a vehicle for cultural export is gaining traction, as evidenced by the growing international recognition of its content at premier industry events. The Bologna Book Fair serves as a critical platform for China to showcase its artistic legacy and innovative storytelling, positioning it as a key player in the global children's media landscape. The expansion into non-English markets, such as Malaysia, signals a broader strategy to diversify its cultural influence beyond traditional Western markets.
What we're watching
- Cultural Export Growth
- How China's push to globalize its children's publishing content will affect its cultural influence and market share.
- IP Monetization
- Whether the cross-media storytelling initiatives will successfully translate Chinese IP into sustainable global revenue streams.
- Market Expansion
- The pace at which Chinese children's periodicals and books gain traction in non-English-speaking markets like Malaysia.