Since March 2013, the Chinese public's passion for reading has undergone a big change.
Slogans promoting the activity are plastered across bus stops, next to adverts for the newest movies. Meanwhile, Line 4 of the Beijing subway has been turned into a reading wonderland: the cars carry posters bearing illustrations and selected paragraphs from books. Passengers can scan a code with a smart device and receive selected chapters of featured books so they can gauge the content.
More reading spaces, public and privately owned, have sprouted in cities, and while most are small, they are cozy, chic and full of bookworms. Bookstores are also drawing larger numbers of customers, and extending their opening hours as a result.
"We've witnessed rising sales of printed books recently," said Zang Yongqing, a member of the National Committee of the Chinese People's Political Consultative Conference (Special coverage) and president of the People's Literature Publishing House.
In April last year, the Chinese Academy of Press and Publication announced that every person in China read an average of eight books in 2015, a small increase compared with previous years. Last year's data will be released next month.
President Xi Jinping has said that he regards reading as a healthy hobby, and he wants all Party cadres and leaders to foster the habit.
The reading movement started during the two sessions in 2013, when more than 110 members of the committee put forward a proposal to promote the activity as an important asset for the country's future and urged government backing.
"We will work hard to foster a love of reading among our people," said Premier Li Keqiang, when he delivered the Government Work Report to NPC deputies and CPPCC members on Sunday.
The aim, previously referred to as "building a country of avid readers", has been included in the country's 13th Five-Year Plan (2016-20).
In March last year, the State Administration of Press, Publication, Radio, Film and Television drafted a regulation on the promotion of reading and encouraged members of the public to air their opinions.
"Last year, my proposal was about enacting the regulation as quickly as possible," Zang said, referring to the project to open more libraries and reading spaces for all age groups, host more reading events and ensure that children read as much as possible. The regulation also includes proposals to punish people who damage reading facilities.
He expressed concerns about migrant workers in cities, suggesting that they should be offered free book coupons to encourage them to spend more time reading.
Zang is not opposed to fragmented reading, such as on social-media platforms such as WeChat or Weibo, and he believes book lists offered by professionals and academics will help to improve readers' tastes in literature.
"Reading is the origin of creativity. We only get a glimpse of life through direct experience, books can offer more," he said.
The Beijing Reading Festival is an official nonprofit platform that promotes reading in the Chinese capital. Since it was inaugurated six years ago, the festival has held more than 20,000 events, attracting audiences of more than 10 million.
Last year, the festival cooperated with 300 publishing organizations to invite 300 writers, scholars and critics to meet readers in 1,000 reading spaces.
"Data from official and research institutions suggest the number of readers is rising and the average number of books being read every year has also increased," said Wang Yijun, director of public services at the Beijing Municipal Bureau of Press, Publication, Radio, Film and Television.
"Many people have already made reading a habit and a way of life," she said.
Wang said the Beijing festival serves as a platform where government support combines with publishers, bookstores and organizations that promote reading to offer integrated public services and the best resources.
"It wasn't easy to work with so many partners, but it was worth making the effort because I know how reading can light up people's lives and help build a strong country," Wang said.
The festival's management team is now actively seeking more partners and advocating reading unions among peer groups, such as school students and police officers.
Zhou Huilin, director of publishing management at the administration, said promotions will account for a large part of his work plan for next year, such as establishing a long-term mechanism to promote reading, which will include establishing a guiding committee and a system to assess the impact of the program.
On March 1, the Public Cultural Service Guarantee Law of the People's Republic of China was officially enacted, guaranteeing funding, infrastructure and facilities to promote reading.
