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Beijing Dandelion’s Flourishing Publishing Ventures
Beijing Dandelion is experiencing a vibrant year, with 90 new titles lined up for release. Among the works generating excitement for founder and editor-in-chief Sally Yan are a notable volume on the black-necked crane as part of its Chinese Flagship Species series, and a range of psychological literature tailored for teenagers facing complex emotions.
The previous year saw the release of 85 titles, with three original works achieving remarkable success. Liu Haiqi’s Ping-pong Shouts, Gerelchimeg Blackcrane and Jiu Er’s The Elephant’s Journey, and Zhu Dake’s The Adventures of Yan series stood out. Additionally, Zhu Yongxin’s I Love Mummy, I Love Daddy, which debuted at the 2024 Bologna Children’s Book Fair, saw a subsequent copyright signing ceremony at the Beijing International Book Fair that celebrated its translation into 11 languages across eight countries. The publisher has also expanded its portfolio by translating The Magic School Bus series alongside Jakob Martin Strid’s The Incredible Story of the Giant Pear and Nicholas Allan’s Where Willy Went.
Yan emphasizes that diversity is a core principle of Beijing Dandelion’s publishing initiatives. “This year, we’re expanding our themes from nature, like the black-necked crane title, to encompass science and space” she explains, particularly through a new 30-title Science Comics series featuring artists like Liz Prince, Falynn Koch, and Joe Flood. “Embracing variety is essential. Our goal is to present children with a broad spectrum of subjects, keeping their interests piqued and fostering an environment of continuous learning.”
In parallel, Yan has begun exploring innovative distribution and marketing strategies. A dedicated Douyin account named “Children’s Book Detective Yan Xiaoli” was launched in 2023, initially focusing on short videos and progressing to livestreaming in October of the same year. “This initiative is designed to connect with readers, especially Key Opinion Consumers and Key Opinion Leaders, allowing us to gather valuable feedback from our audience that is often not accessible through traditional means. Such insights are crucial for tracking market trends and adjusting our publishing strategy accordingly,” she notes.
Since its inception in December 2006, Beijing Dandelion has committed to the mission of delivering high-quality books, whether original works or translations, aimed at children. Yan points out that the editorial team dedicates substantial time refining each publication, with some titles undergoing a careful “incubation” period of up to five years before publication. “We prioritize a pragmatic long-term perspective, safeguarding our established reputation as a reputable publishing house while enhancing the longevity of our titles. While profitability is essential, our primary focus lies in supplying children with enriching reading materials and cultivating a lifelong love for learning,” she affirms.
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A version of this article appeared in the 03/24/2025 issue of Publishers Weekly under the headline: Beijing Dandelion Children’s Book House.
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