International collaboration is essential to introduce Chinese culture and knowledge to foreign readers.

That was the message from domestic and overseas publishers, writers, translators and booksellers attending the Chinese Culture and Publishing Forum in Shanghai yesterday.

China's rapid economic growth has put the country in the global spotlight and has triggered overseas interest in China.

"China's membership of the World Trade Organization has brought the nation into the world economy, and we should keep the balance between products outsourcing and cultural exports," said Chen Xin, president of the Century Publishing Group of Shanghai, one of the largest of its kinds in China.

Statistics show that the amount of books introduced to China greatly outnumbered those exported.

Limited publications on China in English and other foreign languages have led to divergent views between the business community in and outside China, said Laurence Brahm, editor of Century China.

He invited Chinese policy makers and western business leaders in multinational companies to write articles covering a wide range of topics concerning China's economy.

Although the fastest growing readership will be the business community, he said demand for books on Chinese culture will surge as foreign investors strive to understand national customs and heritage when tapping China's market.

Wu Ying, former chief editor of Shanghai Translation Publishing House, admitted insufficient attention and efforts from publishers partly accounted for the inadequacy in transmitting Chinese culture to foreign readers.

Publishers said limited knowledge of foreign markets and language barriers have been the major hurdles for them when introducing China to foreign readers.

Wu suggested that international collaboration could take place at the very beginning, and then last for the entire process.

This includes the selection of topics, market assessment, searches for authors and translators, finance, design and production, promotion and sales.

But industry insiders said a cautious approach was necessary.

Chen Baoping, editor-in-chief of Shanghai Literature and Art Publishing House, pointed out China should have a clear and deep understanding about its own culture and work out a framework structure first.

(China Daily May 21, 2002)