The newly appointed European Union Ambassador to China Markus Ederer officially launched a blog and microblog titled EU in China on March 29.

The newly appointed European Union Ambassador to China Markus Ederer officially launched a blog and microblog titled EU in China on March 29, 2011. [China.org.cn]

According to the ambassador, the blogs mainly focus on non-political issues and aim to introduce Chinese readers to European lifestyle issues such as cuisine, art, fashion, culture, technology and the environment.

Although the official launch came yesterday, the blogs have already been active for over a month and have accumulated nearly 20,000 "fans."

The ambassador says the blogs strive to satisfy readers' curiosity and questions about the EU and will also introduce the work of the EU Delegation in China.

Each morning the blog will feature a famous quotation from a selected European writer, scientist, philosopher or artist and a new theme will be chosen depending on the events and projects of the EU in China every month.

Over the last year, microblogging has become wildly popular in China. By the end of 2010, some 65 million China-based microblog accounts have been registered and the number is growing by more than 10 million each month, according to Data Center of the China Internet (DCCI).