The Third Northeast China Book Fair opened on Thursday in Changchun, Jilin province, with the aim of combining nationwide reading promotion with cultural tourism.

Showcasing more than 400,000 publications, the five-day event has attracted over 300 publishing and cultural units from across China, covering an exhibition area of 30,000 square meters.

The fair was jointly initiated in 2024 by the publishing and distribution sectors of Jilin, Liaoning and Heilongjiang provinces, and the Inner Mongolia autonomous region.

While the previous two editions were highly rated, this year's fair features a main venue with five exhibition halls with 30 special sub-venues and 50 grassroots service points have been set up simultaneously within Jilin.

In addition to book sales, over 230 activities, including book launches, author signings, reading promotions, study experiences, and industry forums, will be held during the fair.

Renowned authors such as Su Tong, Ge Fei, Fan Xiaoqing, and Li Xiuwen will be present to interact with readers.

Against the backdrop of China's ongoing promotion of reading and expansion of cultural tourism, the fair emphasizes cross-border integration.

Participants in the 2026 Changchun Marathon can enjoy exclusive book purchase discounts with their participation information, and readers who purchase books up to a certain amount can redeem vouchers for local scenic spots and cinemas.

The three northeastern provinces and the Inner Mongolia autonomous region have also released several high-quality cultural study tour routes.

"This year's fair has made positive explorations in deepening the cross-border integration of culture with technology, and cultural tourism with trade, showcasing a new picture of the Chinese publishing industry resonating with the times," Wang Liming, vice-president of the Publishers Association of China said at the opening ceremony.