Its getting warmer
With just 2 days to go, the Beijing International Book Fair is about to light up the publishing world again. Whether you’re a first-time attendee or a seasoned exhibitor, this is your cue to shift gears from planning to performance. Your strategy doesn’t need to be perfect — but it does need to be ready.
Here’s your all-author guide to showing up smart, standing out, and making the most of every minute at BIBF.
Show Up Like You Mean It
Let’s be blunt: BIBF is huge. With thousands of titles, authors, and publishing professionals milling around, your book can get lost in the noise — unless you give people a reason to notice it.
Think visual.
Even if you’re not at a booth, bring materials that pop: postcards or bookmarks with your book cover, a striking pull-up banner if you’re exhibiting, or a tablet loaded with a book trailer, slideshow, or digital sample. People remember what they see, especially in a crowded venue. QR codes are your friend — one quick scan and they’re on your site, your book preview, or even your newsletter list.
Think tactile.
Give people something to hold onto. Whether it’s a business card with your elevator pitch on the back or a small promo item that ties into your book’s theme, these little leave-behinds can keep your story on someone’s radar long after they leave the floor.
Make It Personal — Even Across Languages
You don’t need to be fluent in Mandarin to make an impression in China. A bit of cultural effort goes a long way.
Practice a short pitch in English and Chinese.
Even if you use a translation app or script, having a 30- to 60-second “hook” shows respect for your audience. Bonus points if it’s also emotionally compelling — remember, stories sell.
Print a quick “About the Author” in Mandarin.
Don’t overthink it. Even a simple translated blurb adds a layer of connection, and helps booth staff or interested readers explain your work to others. It’s not just professional — it’s appreciated.
And smile.
Seriously. The cultural gap shrinks fast when you’re warm, curious, and open to a conversation — even if you only share a few words.
Know What Local Publishers Want
This isn’t just a book fair — it’s a business hub. And like any good partnership, knowing what the other side is looking for can give you a huge edge.
Here’s what’s currently hot in China’s publishing market:
- Educational content (especially English-learning or STEM-based)
- Children’s books (with interactive or values-based themes)
- Science fiction and fantasy (yes, The Three-Body Problem effect is still going strong)
- Titles with global cultural appeal — travel memoirs, international perspectives, and stories that cross borders
If your book touches any of these areas, lean into that. Don’t just tell people what your book is about — tell them why it fits.
Also worth noting: physical book sales at BIBF require a Chinese ISBN, so unless you’re working with a local publisher, don’t worry about selling hard copies. Instead, focus on pitching translation rights, digital distribution, or even co-publishing deals — all of which are active markets at this fair.
Be Ready for Anything
Some of the best moments at BIBF don’t happen on the schedule. They’re spontaneous — a conversation in line, a chat over coffee, an invite to a late-night roundtable.
So, stay nimble. Bring extra materials. Have your digital pitch deck on your phone. Be ready to talk about your book in 10 seconds or 10 minutes. And don’t rule anyone out — the person flipping through your postcard might be a scout, a translator, or an editor on the hunt.
Keep asking questions. Keep listening. And keep pitching with heart.
Have Fun!
Yes, this is work — but don’t forget it’s also one of the most exciting book events in the world. Between meetings, take a stroll through the art installations and giant book sculptures. Snap a selfie with something weird and wonderful. Post it with #BIBF and #kravitzandSons to let the world know you’re in the thick of it.
You never know who’s watching — or what opportunity your visibility might spark.