Chinese publishers recently discussed the reasons for the growth of the children’s book market in that country, including China’s rapidly expanding middle class, latest education reform, a new preschool-education focus, and social media marketing.

China’s population of children under the age of 18 is estimated at 370 million. In 2016, children’s books accounted for 23.5 percent of China’s total retail book market of $10.2 billion. Expected population growth of at least three million babies annually over the next five years is also leading to the expansion of children’s book publishers, which has grown from 20 in 2003 to more than 580 today, publishing an average of 45,000 children’s titles per year.

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