Recent years have seen Jieli at the forefront of the Chinese children’s publishing industry. It is the only specialized children’s publisher to win the prestigious Advanced Publishing Unit award—a record five times—at the China Publishing Government Awards. It was recognized as one of the Top 30 Growing Cultural Enterprises in China in 2025, and this year, it was once again, for the 14th time, listed among the Top 100 Influential Publishing Houses in Overseas Library Collections of Chinese Books. All these accolades demonstrate one fact: Jieli has extensive brand influence.

The publishing house has been deeply engaged in producing original children’s books since its inception 36 years ago. It maintains long-term collaborations with more than 100 writers and illustrators, including Cao Wenxuan, Peng Yi, Gerelchimeg Blackcrane, and Jiu’er, boasting a strong creative force.

The Baby Loong Original Picture Book Series stands out as a brand that Jieli has built and nurtured for more than a decade. To date, 116 titles have been published with a total print volume of 3.56 million copies and sales revenues hitting ¥167 million. Seventy-five titles have been licensed to 34 countries and regions. The works in this series have received numerous prestigious children’s book awards both domestic and international.

In the children’s literature category, the fantasy adventure novel series Monster Master has been a bestseller for well over a decade with sales exceeding 25 million copies.

Then there is Physics in a Hexagram (Children’s Edition), a physics primer written by pop-science writer Yan Bojun, who has won the Wenjin Book Award twice.

In the growth and inspiration category, there is the Youth Growth Academy series, a guide for children by inspirational writer and educator Liu Yung. And A Mother’s Rigorous Love has a total print volume of more than a million copies, making it Jieli’s top title in the family education category.

To uncover new talents in children’s literature and revitalize the creative ecosystem, the publishing house established the Jieli Cup Jinbo Childhood Literature Award and Cao Wenxuan Children’s Fiction Award in 2017. After four competitions, 60 original works have been published, with a cumulative circulation of more than 1.72 million copies and sales revenue of about ¥63 million. Thirty-three titles went on to win domestic and international honors. These works were licensed to 23 countries. These competitions have been crucial in continuously cultivating fresh talents for Jieli’s children’s literature publications.

Over the past decade, Jieli’s copyright export business has maintained an average annual growth of around ‌ 19.5%‌. More than 2,200 titles have been licensed to 45 countries and regions, and many have garnered top accolades internationally. Free as a Cloud, for instance, took the Golden Apple Award at the 2013 Biennial of Illustration Bratislava while Yulu’s Linen received a Special Mention in the Fiction category at the 2021 BolognaRagazzi Awards. The Moose of Ewenki won the 2020 Aesop Accolades Award from the American Folklore Society, and Black Flame landed on the special recommendation list for the 2024 Hans Christian Andersen Award Jury. Some translated editions have also become bestsellers overseas: A Mother’s Rigorous Love has sold 50,000 copies in Vietnam, Mr. Octopus Sells Umbrellas has sold 33,000 copies in South Korea, and The Moose of Ewenki has sold 6,000 copies in France.

Meanwhile, Jieli continues to innovate its international cooperation models and to build a diversified global cooperation system. Its copyright deals cover printed books, e-books, and audiobooks as well as cultural and creative derivatives. The team carries out copublishing projects with countries in ASEAN (the Association of Southeast Asian Nations) and South Asia. The Jieli-ASEAN Children’s Book Alliance, initiated seven years ago, now has 19 member units and six observer units. It also holds annual seminars at international book fairs such as the Beijing International Book Fair to promote Sino-foreign cultural exchanges. Thus far, the team has licensed more than 700 titles to ASEAN and South Asian countries and facilitated the publication of foreign editions for 110 original titles.

This year, Jieli has launched its cultural and creative brand Baby Loong Creation Studio‌. Aimed at meeting the needs of children ages two to eight, it focuses on developing products that integrate hands-on practice, aesthetic enlightenment, cre- ative thinking, social interaction, and cultivating concentration. This opens a new chapter for Jieli as it focuses on nurturing original IPs and deploying full-industry-chain operations.

Visit them at Booth D147 in Hall 5.1 at the 2026 Frankfurt Book Fair.

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