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As China plays an increasingly important role in the world's economy and politics, Chinese culture has received more attention. But Chinese books still see very low sales on the world market.
Experts say a "cultural gap" is one of the reasons that keep Chinese books on the shelf.
Guo Guang, director of China Youth Publishing House, London, said, "The cultural difference is a barrier keeping Chinese books from entering the international market. Western culture still dominates the market. So we need to do more promotion work and nurturing a market for Chinese books."
Chinese culture is very comprehensive and includes both the ancient, historical sides, as well as the avant-guard, cutting edge side. But in the eyes of many foreigners, it's still a distant and exotic culture. To help foreign readers understand the real China through different publications, they need to be presented in a way readers can except, and in accordance with their reading habits.
Jing Bartz, manager of Phoenix Hachette Co., said, "When making a statement, western readers expect some numbers or facts to demonstrate it, but Chinese writers tend to do more lyric narration, more general expression."
For books targeted to a foreign market, experts suggest deeper research on the readers of the targeted country. In addition, a whole process of promotion aimed at the target market should be made.