As many of the world's leading publishing houses concentrate on China's English language book market, HarperCollins, a subsidiary of News Corporation, is trying a different approach: taking China's famous literary works overseas.

One of the largest English-language publishers in the world, HarperCollins has signed an agreement with the People's Literature Publishing House to translate and publish famous Chinese literary works overseas.

"As a global publishing company, we see English translation of Chinese literary works as an under-served category and therefore an opportunity," said Jane Friedman, HarperCollins Publishers worldwide president and chief executive officer.

Initially five classic Chinese titles will be published for the English-speaking market. The company will work with a university in the United States to develop the publishing program.

China's economy and growing publishing industry present many opportunities for HarperCollins and it will continue to grow its business in China at a fast rate, said Stella Chou, managing director of HarperCollins China Business Development.

A subsidiary of News Corporation, HarperCollins' China business focuses on expanding the licensing of titles to Chinese publishers, increasing the marketing and promotion of its English language books, and partnering with local publishing houses to produce joint titles.

"Last year our sales figures in China reached US$1 million. This year we will initiate a series of new programs in China to promote our brand," said Chou.

(China Daily September 9, 2006)