The 62nd Bologna Children's Book Fair (BCBF) has once again brought together the global children's publishing community, attracting more than 1,500 exhibitors from over 90 countries and regions.

As one of the most influential events in the professional publishing calendar, this year's fair -- held from March 31 to April 3 -- is expected to draw over 20,000 industry visitors. Among the key highlights, Chinese children's books stood out for their cultural richness, creative storytelling, and growing appeal in international markets.

Led by China National Publications Import & Export (Group) Corporation, the Chinese delegation brought together more than 40 prominent publishers, offering a wide selection of titles ranging from picture books and children's literature to science education. At the center of the exhibition hall, the China Pavilion's "Premium Chinese Children's Books" section featured acclaimed original works, including popular properties such as Ne Zha.

"Children's books serve as an important window for the world to understand Chinese culture," said Elena Pasoli, director of the Bologna Children's Book Fair. She noted the increasing global attention Chinese books have received in recent years due to their diverse content, innovative formats, and cultural depth.

This year, China's presence at the fair was particularly strong. Many publishers introduced new titles and engaged in rights negotiations aimed at broadening their global footprint. Among the most anticipated projects was Let's Retrace the Silk Roads, a science-themed picture book co-developed by Beijing Step By Step International Publishing Co. Ltd and UNESCO. Through engaging narratives and vivid illustrations, the series brings to life the cultural exchanges, historical transformations, and folklore of the ancient Silk Road.

"The Silk Road is more than just an ancient trade route; it symbolizes cultural fusion," said Mehrdad Shabahang, head of the UNESCO Silk Roads Programme. "We hope these stories will help children worldwide appreciate the diversity of civilizations and the value of mutual respect."

Fan Liang, chairman of Step By Step Publishing, said the book series has already been translated into five languages and published in multiple countries. Following its debut at Bologna, four more international publishers have expressed interest in acquiring the rights.

Beyond book exhibitions, the fair continues to serve as a vital platform for industry dialogue. Key topics this year included the so-called "reading crisis," the impact of artificial intelligence, and the future of sustainable publishing.

Children's book markets around the world are grappling with major challenges. According to the Italian Publishers Association (AIE), sales of children's and young adult books in Italy totaled 258.2 million euros (286.91 million U.S. dollars) in 2024 -- a decline for the first time since 2020. The data also showed that 74 percent of Italian children aged 0-14 read fewer than six printed books per year, while four percent do not read at all. Screen time on digital devices now triples the time spent reading.

In Britain, The Bookseller magazine reported that teen reading frequency has fallen to its lowest level in two decades, as digital entertainment continues to compete for young readers' attention. At the same time, artificial intelligence is reshaping the publishing landscape, influencing both illustration and production models.

In response to these trends, Chinese publishers are actively exploring new approaches -- from cross-border collaborations to digital innovation. Phoenix Publishing and Media Group set up an independent booth at the fair, presenting key titles such as The Three-Body Problem graphic novel, Moving Dinosaurs pop-up book, and the Loving Bridge picture book series. The company also launched the "Oriental Doll Original Picture Book Award," inviting global submissions to foster creative exchange.

On the evening of March 31, China received further recognition as the Bologna Children's Book Fair awarded the Bologna Prize for Best Children's Publishers of the Year to Chinese publisher Everafter Books. The honor marks a significant milestone for China's growing influence in international publishing.

"China's publishing industry still has vast potential in global markets," said Zhang Mingzhou, former president of the International Board on Books for Young People. "To succeed, we must deepen our understanding of global readers and refine our storytelling approaches."

Former Italian Ambassador to China Alberto Bradanini underscored the importance of children's books in promoting intercultural understanding. "Investing in children's development is investing in the future," he told Xinhua, adding that Chinese children's books are playing an increasingly vital role in global cultural exchange.