China Books & Literature
Reading Nation: China’s Most Popular Books
What are the most popular books amongst Chinese readers? In light of World Book Day, What’s on Weibo gives an overview of the most popular books and readings habits in China.
Published
10 years agoon
By
Diandian Guo
What are the most popular books amongst Chinese readers? In light of World Book Day, What’s on Weibo gives an overview of the most popular books and readings habits in China.
Starting from the 21st of April, Amazon China has been organizing a campaign titled “Love Reading” to promote nationwide reading. As part of the campaign, that was held in light of World Book Day (April 23rd), the e-commerce giant carried out an extensive survey on the reading habits and preferences of Chinese readers. The survey had more than 11,000 participants from over 500 different Chinese cities.
China’s reading habits
The survey reveals that China has a large reading population; 80% of participants read more than half an hour per day, and half of the surveyed have finished more than 10 books over the past year.

According to the survey results, digital reading has increased in popularity. 84% of the surveyed have digital reading experiences, and Kindle is now surpassing smartphones as the preferred electronic reading tool. Despite the digital developments within the world of reading, paper books remain the preferred choice for many Chinese readers; 80% like to read both digitally and on paper, while 16% say they choose paper books exclusively.

Reading habits vary depending on gender, age and education. Between the two sexes, women tend to read more as a hobby, while men often read for career planning or knowledge acquisition.
Preferred topics of reading are different amongst age groups. The post-2000 generation mostly reads original literature and study-related books; the post-80 generation prefers finance and baby-caring. Post-60s turn to social sciences and philosophy.
China’s most popular books
Amazon.cn also published the top popular paper books and Kindle books for the first season of 2016. Literature and novels are the most popular genre, followed by financial management and social sciences. Within the last category, history is the most popular social science topic.
[rp4wp]
According to Amazon’s list, books that were orignally published in English are generally more popular than books written by Chinese authors.
Top Paper Books of 2016
• The Storied Life of A.J. Fikry [岛上书店] by Gabrielle Zevin, 2015 (Novel, originally English)
• Miracles of the Namiya General Store [ナミヤ雑貨店の奇蹟] by Higashino Keigo 東野圭吾, 2014 (Novel, originally Japanese)
• The Willpower Instinct [自控力] by Kelly McGonigal, 2013 (Self-Help, originally English)
• Everything I Never Told You [无声告白] by Celeste Ng, 2015 (Novel, originally English)
• So Slow, So Beautiful [这么慢,那么美] by Tintin Sverredal, 2015 (Travel, originally Chinese)
• Genius Left Lunatic Right [天才在左疯子在右] by Gao Ming 高铭 (Biography, originally Chinese)
• Spark English: Tests and Practices for CET 4 2016 (Examination, originally English)
• Passing by Your World [从你的世界路过] by Zhang Jiajia 张嘉佳 , 2013 (Novel, originally Chinese)
• Sapiens: A Brief History of Humankind [人类简史] by Yuval Noah Harari, 2014 (Social Science, originally English)
• The Kite Runner [追风筝的人] by Khaled Hosseini, 2003 (Literature, originally English)

Top Kindle Books of 2016
• Miracles of the Namiya General Store [ナミヤ雑貨店の奇蹟] by Higashino Keigo 東野圭吾, 2014 (Novel, originally Japanese)
• What Life Could Mean to You [自卑与超越] by Alfred Adler, 2006 (Self-Help, originally English)
• The Shortest History of Europe [极简欧洲史] by John Hirst, 2011 (Social Sciences, originally English)
• The Three-Body Problem [三体全集] by Liu Cixin 刘慈欣, 2012 (Science Fiction Novel, originally Chinese)
• The Unlikely Pilgrimage of Harold Fry [一个人的朝圣] by Rachel Joyce, 2012 (Novel, originally English)
• The Complete Sherlock Holmes [夏洛克·福尔摩斯全集] by Sir Arthur Conan Doyle (Novel, originally English)
• General History of China [中国通史] by Lv Simian 吕思勉 , 2009 (Social Sciences, originally English)
• Everything I Never Told You [无声告白] by Celeste Ng, 2015 (Novel, originally English)
• Never Imagined [万万没想到] by Wan Weigang 万维钢, 2014 (Science, originally English)
• Good, Touch the Head [乖,摸摸头] by Da Bing 大冰 (Biography, originally English)
Reading Nation
Reading books is a habit for many Chinese. According to Chinese Academy of Press and Publication, 58.4% of China’s adult population regularly reads books. Meanwhile, the internet has become a platform for these readers to connect with other book lovers.
Popular Chinese news media like Sina.com, Sohu.com and People.com now all have book sections with recommendations and reviews of new arrivals. In the reading section of online community Douban, users can add entries of books or share their thoughts.
For the World Book Day this year, Sina Weibo launched a special topic titled ‘Page 24, Line 4’ (#23页第四行), where netizens were asked to post a picture of the specific line of the book their reading, and to share their views on the book.
For businesses, World Book Day was a good marketing opportunity. Major online book retailers like Amazon.cn, Tmall.com and Dangdang.com all had sales to promote book purchases, leading to higher sales. For some retailers, like Dang dang, sales were so succesful that their site temporarily crashed due to excessive traffic.
Encouraging reading is also a matter of focus on the state agenda. The publicity department of the PRC previously launched a “nationwide reading” (全民读书) campaign in 2006, as part of promoting the learning society. Chinese Academy of Press and Publication has also been releasing annual reports on reading habits of Chinese citizens. The latest report was released on April 19 in Beijing, which pointed out that China is now reading more than before – truly a book-loving nation.
– By Diandian Guo
Sources:
http://www.199it.com/archives/465029.html
http://news.xinhuanet.com/book/2016-04/22/c_128921238.htm
http://cips.chinapublish.com.cn/yjsdt/201604/t20160419_173544.html
Image: featured image by Whatsonweibo,
http://europe.chinadaily.com.cn/culture/2015-04/22/content_20502019.htm
Additional editing by Manya Koetse
©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
Diandian Guo is a China-born Master student of transdisciplinary and global society, politics & culture at the University of Groningen with a special interest for new media in China. She has a BA in International Relations from Beijing Foreign Language University, and is specialized in China's cultural memory.
China Arts & Entertainment
Su Chao Fever, Mo Yan’s “Scrollable” Book, and Why Li Xiaoran is China’s New Office Icon
This week in China: Grassroots football fever, a Nobel laureate writes for the TikTok era, France’s cultural relic bill, and a 19-year-old’s blind box obsession bankrupts her father’s company.
Published
16 hours agoon
April 22, 2026
🔥 China Trend Watch (week 16/17 | 2026) Part of Eye on Digital China by Manya Koetse, China Trend Watch is an overview of what’s trending and being discussed on Chinese social media.
Dear reader,
Hope you’re having a good week. Time for an update on what’s been trending.
In this newsletter:
👉Victor Hugo’s day has come
👉China’s grassroots football couldn’t get more viral
👉A scrollable new book by Mo Yan
👉The Chinese office meme of the moment
..and more.
Let’s dive in.
Quick Scroll
-
- 📱 China’s National Security Ministry has joined Chinese Tiktok app Douyin. The high-profile Douyin debut is part of a broader trend of Chinese government agencies and security bodies joining the app.
- 🐺 A feel-good wildlife story from Inner Mongolia: a pregnant wild wolf descended from the mountains to give birth at a wildlife conservation station where she had been previously fed. The noteworthy move shows she had apparently developed trust in the station workers, and felt safe there.
- 🐖 Pork prices hit historic lows but spare ribs still cost 20 yuan (US$3) – this became a topic of discussion this week. Despite the drop in pig prices, retail pork still feels expensive because added costs across the supply chain haven’t changed.
- 🍿 Movie alert. The May Day (五一) cinema content explosion is incoming. Seventeen films have already been slotted for the Golden Week holiday window.
- 🚔 A 31-year-old man from Guangzhou has been detained under anti-cyberbullying regulations after repeatedly posting insulting comments targeting Olympic champion diver Quan Hongchan (全红婵) on WeChat.
- 🤖 Unitree’s humanoid robot is almost as fast as Usain Bolt. The company announced that the H1 humanoid robot achieved a peak sprint speed of 10 meters per second during a 100-meter test.
- ⚡️ Another robot, “Lightning” (闪电) by Honor, also went viral because he won the Beijing Yizhuang Half Marathon on Sunday, April 19, running a half-marathon distance faster than any human ever has, completing it in 50 minutes and 26 seconds (the human record: 56:42). (See video here).
- 🎁 A 19-year-old woman from Zhengzhou has made headlines for allegedly embezzling around 17 million yuan (nearly $2.5 million) from her father’s company, spending it on blind boxes and livestream tipping (dashang 打赏). Her father, now bankrupt, ended up taking his daughter to the police himself.
What Really Stood Out
The Jiangsu Super League (Su Chao) Fever

The Jiangsu Football City League, better known as the Su Chao (苏超: “the Su Super”), has become a major source of trending topics, memes, and news analyses over the past week.
The “Su Super” is a provincial amateur football tournament launched in 2025 that features 13 teams, one representing each of Jiangsu’s 13 prefecture-level cities. Teams consist predominantly of amateur players, from primary school teachers to office employees, but it’s been seriously successful: last year, some games regularly drew crowds of over 30,000, with a record 60,396 fans for a Nanjing–Suzhou match.
This year, the season’s opening on April 11 was sensational, almost like a mini Spring Festival Gala of its own, with 300 robots from tech company Magic Atom (魔法原子) performing a perfectly synchronized routine—unbothered by the heavy rain—and popular pop singer Zhou Shen (周深) delivering a much-discussed live performance where he hit some incredibly high notes.
It’s the entertainment and creative memes that seem to matter more than the sport itself.
⚽ When Changzhou won 3–0 in its opening match against Nantong, in a stadium filled with more than 40,800 people, the running joke was that the city of “Changzhou” (常州) could add more “strokes” to its name. This is all part of a bigger meme that started last year, when netizens would ‘deduct’ a character stroke from Changzhou’s name after every time it lost, with its Chinese name going from 常州 to 巾州 to 丨州, until netizens joked there were no strokes left to remove (0州)—Changzhou performed quite terribly.

The “chang” character kept losing strokes as Changzhou lost in the 2025 Su Chao (edited image by netizens).
But with this year’s unexpected win, Changzhou struck back, and the official city account flipped the joke by temporarily renaming itself 常洲, with the three-water-drop radical added to the zhou 州, symbolizing its three goals scored (#常州暂时改名常洲#).
⚽ More than that, Changzhou city officials announced a one-day citywide holiday on April 12, with free public buses and metro for all residents. It was almost like a New Year’s night: major landmarks also stayed lit throughout the night.
⚽ Another meme sprang from a giant inflatable dinosaur that was set up before the match, part of Changzhou’s dino-city branding (it is home to China Dinosaur Park). It was meant to look cool and majestic, but netizens thought it resembled a shiny, greasy, reddish-brown soy-braised duck (酱板鸭) instead, leading to the “Soy-braised dragon” meme (酱板龙).

The dino that looked more like a soy-braised duck and “soy-braised dragon” merchandise sold on Taobao.
⚽ During the Suqian vs. Nanjing match on April 18, another highlight featured actor He Rundong (何润东), who appeared dressed in full armor and surrounded by guards and horses, revisiting his famous role as the ancient warlord Xiang Yu (项羽)—the historical figure associated with Suqian as his birthplace. He shouted “Xiang Yu has returned!” (“我项羽回来啦”), a moment that became even more significant after Suqian won 2–0.
⚽ What also stands out in the marketing surrounding the Su Chao is how, alongside the official mascots, Jiangsu media, companies, and fans have been producing AI-generated “city personification” figures featured in images and short videos, with storylines about winning, losing, friendship, and rivalry between the 13 cities in a virtual world. Changzhou is a little dino, Nanjing is a little duck, Nantong is a wolf, etc.

The success of the Jiangsu Super League does not appear out of nowhere: for the past few years, China’s grassroots football has seen a wave of success, with local governments and companies using these leagues and matches to boost local cultural identity and community cohesion, while city-vs-city rivalry and banter consistently trends on social media.
Within this bigger picture, the Village Super League (村超, Cun Chao)—a community football tournament held in Rongjiang County in Guizhou—is a frontrunner. What started as a self-organized village event in 2023 became one of the most-watched grassroots sports stories in recent years.
With China’s national football plagued by underperformance, corruption, and other scandals, more voices are suggesting that the future of Chinese soccer might lie in regional and local super leagues.
Regardless of whether that is true, it is undeniable that phenomena like the Su Chao are bringing a lot of online fun, memes, banter, commercial success, and positive community energy. In doing so, they generate more authentic online engagement than any professional league matches currently do.
France Returning Cultural Relics: “Hugo’s Day Has Come”

It is not often that the French National Assembly goes trending in China, but it did after unanimously passing a cultural restitution bill that makes it easier to return looted colonial-era objects.
The new bill allows countries to request the return of objects taken between 1815 and 1972, provided they can show the items were acquired by force or other illegitimate means. It marks a shift from the previous, slower, case-by-case restitution system, where every single return required a separate parliamentary vote.
In Chinese media, the news was highlighted through a quote by French politician Jérémie Patrier-Leitus, who in his speech cited Victor Hugo’s famous 1861 letter about the sacking of the Old Summer Palace (Yuanmingyuan), in which he expressed hope that a renewed France would one day return the goods it had plundered from China. Patrier-Leitus said: “The day Hugo longed for has finally arrived.”

Screenshot of the tweet by Jérémie Patrier-Leitus, in translation.
For Chinese audiences, the story carries strong emotional resonance. The looting of the Old Summer Palace in 1860 by French and British forces is widely taught at school as part of the so-called “Century of Humiliation,” the period from the mid-1800s to the mid-1900s during which China was attacked, weakened, and torn by foreign powers. The four-character slogan “wù wàng guóchǐ” (勿忘国耻), “Never forget national humiliation”, is frequently repeated in Chinese media, museums, schools, documentaries, and popular culture.
Besides state media and nationalist commentary, other discussions also emerged online. Some threads focused on which artifacts could potentially be returned to China, mainly linked to the burning of the Old Summer Palace in 1860 and the 1908 Dunhuang removals (although this remains contested as “looting”: it concerns French scholar Paul Pelliot, who acquired thousands of invaluable ancient manuscripts and artworks from a monk guarding a cave at Dunhuang for very little money, and took them to Paris, where they have remained ever since).
Other comments expressed hope that France would set an example for other countries.
Although the news went big in China, French media coverage itself did not mention China at all and instead focused on Benin, Senegal, Côte d’Ivoire, Mexico, and Algeria.
On the Feed
A Scrollable New Book by Mo Yan

Mo Yan (莫言), China’s first Nobel laureate in literature, has been praised as a “meme king” for quickly adapting to China’s online Xiaohongshu community since joining the app in November 2025.
Now, the famous author—known for epic works like Red Sorghum (红高粱)—has again become a hot topic for publishing a new book inspired by his own social media and short-video scrolling “addiction.”
The novel, titled Oh, People (Rén Na 人呐), is his first new fiction in six years and immediately hit the top of major bestseller lists upon release. It’s a collection of 81 ultra-short pieces, the briefest of which runs just 200 characters, and is designed, in Mo Yan’s own description, so that readers can “scroll through it” the way they scroll TikTok.

This format is sparking discussion across Chinese social media, especially because it comes from a writer of Mo Yan’s stature.
One core question is whether a Nobel laureate should be writing “fast literature” that mimics short-video logic, and whether this suggests that even China’s most lauded authors are giving in to platform-driven attention economics.
Others argue that the book’s format is not entirely new, and could just as easily be traced back to classical Chinese literary traditions rather than the TikTok era.
These debates may be precisely the point of Mo Yan’s new book. Is it merely scrollable, or is it serious? Through these discussions, his work already engages with two important aspects of contemporary Chinese society: the country’s changing reading culture and the dominance of short-video platforms.
Word of the Week
The Office Li Xiaoran

The phrase of the week is “the Office Li Xiaoran” (Bàngōngshì Lǐ Xiǎorǎn 办公室李小冉).
The phrase comes from the 7th season of the super popular reality/talent show Sisters Who Make Waves (乘风2026), where the 50-year-old Chinese actress Li Xiaoran (李小冉) performed with her group, which also included Olympic skater Wang Meng (王濛).
Li Xiaoran was completely and painfully off-key, off-tempo, forgetting lyrics, and stiff in her choreography — but she stayed calm and cheerfully smiled through it all.
The dreadful performance of the song—officially titled “Wish Sticky Note” (心愿便利贴)—was soon dubbed Wantong Jingutai (万通筋骨贴) by netizens, referring to a Chinese medicinal patch for joint pain. (It’s a wordplay on the title, sharing the same final character: “这不是心愿便利贴,这是万通筋骨贴”).
Ironically, Li was professionally trained at the prestigious Beijing Dance Academy, but dropped out to become an actress—prompting some netizens to joke that instead of saying “the dance world lost a great talent,” it “lost someone completely irrelevant” (#舞蹈界失去了一个无关紧要的人#).
But it wasn’t all meant in a mean way. Because people actually very much appreciated Li Xiaoran’s performance. Although it didn’t go very well, she seemed unbothered and positive, which is why viewers eventually voted her to the number one spot on the show that night.
In the aftermath, office workers started collectively joking that they’ve been “diagnosed as the Office Li Xiaoran.”
The phrase “Office Li Xiaoran” (bàngōngshì Lǐ Xiǎorǎn, 办公室李小冉) has become a viral self-label for workers who feel they are underperforming and barely surviving, but maintain a smile and stoically carry on regardless.
There’s now also a trend where people in the office signal to colleagues that they’re “Office Li Xiaoran” by putting a sign on their chairs.
In the example below it says:
“Officially diagnosed as ‘Office Li Xiaoran’
First to arrive every day, last to leave. Submit my work, and the boss asks: ‘What is this even supposed to be?’
Me: ‘No lip-syncing, not afraid of the stage, not pretending, doesn’t sound good—but I really did try!’

In a way, Li Xiaoran has become the perfect vehicle for office emotional catharsis—an unexpected idol for how to carry on in stressful situations. The ultimate lesson she taught us: even if everything’s going wrong, a good attitude, a splash of confidence, and a bright smile can take you surprisingly far.
See the videos here.
—That’s a wrap.
See you next edition.
Best,
Manya
Eye on Digital China, by Manya Koetse, is co-published on Substack and What’s on Weibo. Both feature the same new content — so you can read and subscribe wherever you prefer. Substack offers community features, while What’s on Weibo provides full archive access. If you’re already subscribed and want to switch platforms, just get in touch for help. If you no longer wish to receive these newsletters, or are receiving duplicate editions, you can unsubscribe at any time.
China Arts & Entertainment
Chiung Yao’s Suicide Farewell Letter: An English Translation
Published
1 year agoon
December 7, 2024
Chinese netizens mourned the passing of Taiwanese writer Chiung Yao (琼瑶) this week. Chiung Yao, one of China’s most beloved romance novelists, passed away at the age of 86.
Among her many works, Chiung Yao is cherished by many netizens in mainland China as part of their collective memories from the 1980s and 1990s. Some of the most iconic Chinese dramas, such as My Fair Princess (also: Return of the Pearl Princess, 還珠格格), were written by Chiung Yao.
On December 4, she was found on her sofa at home, leaving behind a suicide note. The cause of death was determined to be asphyxiation due to carbon monoxide poisoning.
In her farewell letter to loved ones and fans, she wrote the following:
“To all my dear friends:
Do not cry, do not grieve, and do not feel sad for me. I have already fluttered away [翩然 piānrán] effortlessly.
I love the word “翩然” [piānrán]. It represents flying in the air independently, easily, and freely. Elegantly and gracefully, I have shed the body that gradually caused me pain and have ‘fluttered away,’ transforming into snowflakes flying into the sky.
This was my wish. “Death” is a journey everyone must take—it is the final significant event in life. I did not want to leave it to fate, nor did I want to wither away slowly. I wanted to have the final say in this final event.
God has not designed the process of life particularly well. When a person grows old, they have to go through a very painful period of ‘becoming weak, degeneration, illness, hospitalization, treatment, and fatal illness.’ This period, may it be long or short, is a tremendous torment for those who are destined to grow old and die! Worst of all, some may become bedridden, dependent on tubes for survival. I have witnessed such tragedies, and I do not want that kind of “death.”
I am a “spark,” and I have already burned as brightly as I could. Now, before the flame finally dims, I have chosen this way to make a light departure. I have recorded everything I wish to say in my video “When Snowflakes Fall Down” (当雪花飘落). I hope my friends can watch it a few times to grasp everything I wanted to express.
Friends, do not mourn my death but smile for me! The beauty of life lies in the ability to love, hate, laugh, cry, sing, speak, run, move, be together until death parts us, live freely, despise evil with a passion, and live life boldly. I have experienced all these things in my lifetime! I truly ‘lived’ and did not waste this life.
What I find hardest to let go of are my family and all of you. “Love” is what is tightly bound to my heart, and I am reluctant to part with you. To allow my soul (if humans even have souls) to also ‘flutter away,’ please laugh for me, sing loudly for me, and dance in the breeze for me! My spirit in the heavens will dance together with you!
Farewell, my dearest ones! I am grateful for this life, where I had the chance to meet and know you all.
Take note of the way I died: I was at the final station of my life! For those of you who are still young, never give up on life lightly. Momentary setbacks or blows may be the “training” for a beautiful life. I hope you will be able to endure those, as I did, and live to 86, 87.. years old. When your physical strength fades, then decide how to face death. By then, perhaps they will have found more humane ways to help the elderly “leave joyfully.”
Dear friends, be brave, be the greatest version of yourself. Do not waste your journey through this world! Though this world is not perfect, it is filled with unexpected joys, sorrows, and laughter. Don’t miss out on all the wonders out there for you.
There are a thousand more things to say, but in the end, I wish everyone health, happiness, and a life of freedom and joy.”
This translation was previsously published on my X channel here.
By Manya Koetse
(follow on X, LinkedIn, or Instagram)
Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.
©2024 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.
Subscribe
Eye on Digital China is a reader-supported publication by
Manya Koetse (@manyapan) and powered by What’s on Weibo.
It offers independent analysis of China’s online culture, media, and social trends.
To receive the newsletter and support this work, consider
becoming a paid subscriber.

Get in touch
Have a tip, story lead, or book recommendation? Interested in contributing? For ideas, suggestions, or just a quick hello, reach out here.
Su Chao Fever, Mo Yan’s “Scrollable” Book, and Why Li Xiaoran is China’s New Office Icon
Quick Eye: XChat, Orbán, and a Very Questionable Tripe-Strawberry Hotpot
Cancel-Proof: The Rise of China’s AI Actors
Chinese Postdoc Death Raises Questions as Key Details Remain Missing
“Auntie Mei” Captured After 20 Years, China’s Train-Stain Scandal, and Zhang Xuefeng’s Final Lesson
Inside Chunwan 2026: China’s Spring Festival Gala
Inside the Great Chinese Debate Over the Iran War
Chinamaxxing and the “Kill Line”: Why Two Viral Trends Took Off in the US and China
Spring Festival Trend Watch: Gala Highlights, Small-City Travel, and the Mazu Ritual Controversy
Two Sessions, a Celebrity Meltdown, and the Rise of China’s “Forget It” Mindset
Popular Reads
-
Chapter Dive9 months agoHidden Cameras and Taboo Topics: The Many Layers of the “Nanjing Sister Hong” Scandal
-
China Insight9 months ago“Jiangyou Bullying Incident”: From Online Outrage to Offline Protest
-
Chapter Dive12 months agoUnderstanding the Dr. Xiao Medical Scandal
-
China Arts & Entertainment7 months agoThe Wong Kar-wai Scandal Explained: The Dark Side of ‘Blossoms Shanghai’

Ed Sander
April 28, 2016 at 4:33 am
A claim like ‘and Kindle is now surpassing smartphones as the preferred electronic reading tool’ and the fact that the survey was done by Amazon says a lot about the representativeness of the sample group and overall reliability of this research.
Tenzinz
May 30, 2017 at 1:52 pm
If anyone want to buy english ebook in wechat,contact me on(tcv3768tcv)
Plantday
October 26, 2020 at 1:02 am
Well all the books on weibos list are danmei novels and the most anticapted adaption are also usually danmei novels.Yet I can never see any metion of them. Whats with that.
CaveStone
October 26, 2020 at 1:05 am
Every popular books ranked on weibo are danmei and lets not forget all the fanart for the novels and anticipated adaptions. So where the metions…
Not like they dont get publishing either .