Introduction
The FLF's aim was to gain insight into the Chinese book market and visit the relevant publishing houses willing to consider translations. It also wanted to find out what Chinese readers would be interested in, in terms of both genre and theme. Three members of FLF staff discussed such issues with sixty-five Chinese publishers at the fair and presented them with a bi-lingual English/Chinese brochure featuring thirty-six titles.
The FLF's first mission to China can certainly be called a success. Chinese publishers are clearly interested in foreign titles in virtually all genres. With the universal appeal of their illustrations, Flemish picture books immediately attracted a great deal of attention. Where novels are concerned, the publishers showed interest in both the classics (Claus, Boon, Elsschot) and contemporary authors. There was also a great deal of interest in the non-fiction domains of history, biographies and popular science, for example. As in Belgium, poetry turned out to be a genre that is difficult (to sell). In well organised major bookstores in Beijing a search for the poetry department is often in vain, but the market for translated poetry appears to be even smaller. Nevertheless, a number of publishers studied the small anthology of poetry from Flanders the FLF had taken along with interest.
Follow up
Over the next few weeks, the FLF will be hard at work immediately following up the contacts it has made. The fund is passing on questions regarding translation rights to the Flemish and Dutch publishers and sending supplementary information on titles in which Chinese publishing houses showed interest. Based on this experience, in the future the FLF will be able to provide Chinese contacts with better targeted information and advice on Flemish titles.
The FLF plays an intermediary role. The fund does not conclude any translation contracts itself, but it can grant translation subsidies to reduce the investment threshold for a foreign publisher and so positively influence publishing decisions.
To further benefit from the obvious opportunities, there needs to be a Flemish presence in China in the years to come, as well. Over the next few months, we will be deciding what form the Flemish presence at the Beijing Book Fair can take in the future. The exact form depends on, for example, the financial resources the FLF is allotted to further exploit this market. The presence of Flemish publishers will also add an extra boost. Support from Flanders Investment & Trade is therefore crucial.
The Netherlands
As guest country at the fair this year, the Netherlands made a tremendous impression. Under the title, 'Open Landscape – Open Book', the Dutch pulled out all the stops to demonstrate the many facets of its book production. They had set up a 1,500m² pavilion at which visual arts, design and architecture were also given a place. The Dutch presence was organised by the Dutch Foundation for Literature and was made possible by financial contributions from the policy areas of culture and foreign affairs, the Van Gogh Museum, the Netherlands Foundation for Visual Arts, the Dutch Centre for International Cultural Activities and other partners.
The Netherlands had also offered Flanders space for a staffed stand in their pavilion. Thanks to the expertise and collegiality of the Dutch Foundation for Literature, this year the FLF was able to take its first steps in the Chinese market. With a modest extra budget that it amassed by drawing on all reserves the FLF achieved the objective of its 2011 – 2015 policy plan.
Human Rights
The Dutch delegation also included more than twenty authors, all of whom already have one or more books published in a Chinese translation. That was essential for organising a worthwhile presentation and contact with readers. Both during many public appearances and in informal contact behind the scenes, issues affecting human rights were discussed openly, though in a subtle and therefore less intrusive manner. The presentation of a varied book production within an atmosphere of freedom of speech and freedom of the press certainly broaches these themes in at least as emphatic a fashion as counterproductive open demonstrations. David Van Reybrouck, the current president of the Flemish branch of the international authors' organisation PEN, decided to write an article about it in the 7 September issue of the quality daily De Standaard, saying: "The long road sometimes makes more sense than short-term mud-slinging" In that spirit and with that objective in mind, the FLF is contributing to the translation of Flemish authors and the fight for human rights in China. In the view of the FLF there can be no doubt that the situation with regard to human rights in China is grave. The fund is convinced, however, that the overtures China has recently been making should be used to enter into dialogue with all parties involved and gradually clear the way to more openness. That can only be done on the spot by actually taking part in the dialogue. To quote from a poem by Jeroen Mettes: "As pragmatism and flexibility work better than ideology and dogma".
The first steps have been taken. The FLF is continuing cautiously, but well prepared, with the expansion of translations in the Chinese market.
