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My whole life, I’ve always been someone who knew how to express my feelings, and who enjoyed sharing the details of my life with others. Yet the experiences I gained during the Frankfurt Fellowship consistently refused to be put into words. When asked, I could only describe them piecemeal, while my heart felt like an overfilled balloon, swollen to near the bursting point yet with no outlet available. Of course, I understood why: there were too many memories to recall, too many things to say, too many emotions to express all at once. So many fascinating stories were fighting to be told at once, they overwhelmed my ability to tell them. 

Let me begin, then, with a story about self-expression. On the second day of the fellowship, each attending member was asked to give a short introductory report on the state of the publishing world in their own country, which they would follow by answering questions from listeners. On the surface, it doesn’t seem like a big deal: I talk about Taiwan’s geography and culture, then describe the biggest challenges we face in this ever-declining book market. Piece of cake, right? Ah, but don’t forget: the report had to be delivered in English! For a Chinese speaker like myself, who gets nervous just reading English aloud, this was serious challenge. As the penultimate speaker, I felt my stomach twist in a rising anxiety as I watched the preceding speakers’ easy demeanor, but when my time came, there was nothing to do but head boldly onto the stage, written draft in hand, and pretend like the audience members were stones. Luckily, the most nervous moments passed quickly, and my fifteen minutes almost felt inadequate in the end; the crowd looked interested in my report, and even asked specific questions about our bookselling platform. Looking back, I’m glad to see that I overcame the language obstacle, and I think my stage presence improved significantly. 

Another important takeaway from the project was a fascinating conversation I had with the managing directors of Hugendubel. I remember, it was an early morning event, and leadoff reports on the bookstore’s history and market activity had the audience sipping on coffee to stay awake. Soon, however, the presenters passed around something that quickly caught our attention: a few new models of the new Tolino, an e-reader similar to a Kindle. The Tolino, which has already moved into its third generation, is spreading in popularity throughout Europe. What surprised me is that it employs a bookstore-oriented sales model; every member store has employees specializing in e-reader customer service who stand ready to help customers with any Tolino-related question. Now that Germany has officially standardized all book prices, customers no longer need to run around comparison shopping; they can patronize the bookstore of their choice, and enjoy superior e-reader service in the meantime. I was impressed by the extent to which this business model has upended traditional habits of consumption; and as someone who is always careful about the businesses I support, I hope Taiwan can establish a similar service as soon as possible. 

The greatest benefit of the trip, however, was none other than the experience of meeting my fifteen colleagues. These wonderful people brought me closer to the rest of the world; meeting them transformed news reports from far-off countries from digital information into real stories affecting real people. Though we came from different places, we shared the same intense enthusiasm for publishing, and displayed the same flexibility and resilience our trade requires. During the trip we took care of each other and listened to each other’s stories, and by the end, we were inseparable. Even now, back in our home countries, we continue to stay in touch and share our experiences with each other. It is a connection I hope will endure for the rest of our lives. 

Even at this fairly young age, I can confidently aver that this year’s fellowship will remain for me an unforgettable event. In two short weeks, fifteen editors, distributors and rights agents from around the world visited three German cities (Berlin, Munich, and Frankfurt); visited ten publishing houses (including the headquarters of Random House); spoke to publishers and agents, and ran all over the Frankfurt Book Fair, listening to presentations and attending dinners. The fullness of the experience truly surpassed my wildest dreams.
 

The Ministry of Culture has formulated these guidelines to encourage the publication of translations of Taiwan’s literature, in the territories of South Asia, Southeast Asia and Australasia (hereinafter referred to as the Pivot South nations), as well as to fund exchange trips for publishers and the publication of original titles that deal with the cultures of Taiwan and the Pivot South nations, as well as the topic of cultural exchange between them.

* South Asia, Southeast Asia and Australasia will be taken to mean: Cambodia, the Philippines, Laos, Malaysia, Brunei, Indonesia, Myanmar, Singapore, Thailand, Vietnam, Sri Lanka, Nepal, Pakistan, Bangladesh, India, Bhutan, Australia and New Zealand.

* Application Period: From September 1 to September 30.

* Application Method: Please apply via the online application system (https://nspublication.moc.gov.tw/) after reading through the Pivot South Translation and Publishing program application guidelines (available online).

* For general inquiries, please contact [email protected]. 

During the last week of June, we welcomed a group of friends from Thailand and Vietnam along with the steaming hot summer air. In cooperation with Books from Taiwan, Taiwanese publishers grasped this rare chance to impress our guests with interesting stories and beautifully made books.

The theme of SIBF 2017 is Meta-morphosis, which did take place—thanks to the effort of the new President of Korean Publishers Association, more large publishing groups and even independent bookstores participated. However Books from Taiwan had two full days of back-to-back meetings (isn’t it a good sign?) and hardly had the time to walk around the Fair… Still we managed to take some photos.

Books from Taiwan completed its first back-to-back book fair trip to Bangkok (March 29-31) and Bologna (April 3-6). We were delighted to witness the Taiwan Pavilion made its comeback to the Bangkok International Book Fair after ten years, and to give a presentation on BFT’s main task and the translation fund program to a group of Thailand publishers on March 31.

Vietnam: Remaking Taiwan’s Reputation

Vietnam’s situation is similar to Thailand’s to a certain extent. Vietnamese readers show significant interest in Sinophone culture, and their country’s complex history with China has motivated the development of a sizable group of Chinese speakers. Books in translation also hold a prominent share of the Vietnamese market, within which books from the Chinese market have been gradually catching up to Anglo-European translations in terms of popularity. Unfortunately, Taiwanese books can claim even less visibility here than in Thailand.

Also at the 2015 Frankfurt Book Fair, I had the chance to meet with editors from Nha Nam, a major Vietnamese publishing house. They expressed the wish to know more about Taiwanese books, in the hopes that Taiwanese titles might add an innovative edge to the Chinese-language titles they offer; most Vietnamese readers know of no Taiwanese authors beyond Giddens Ko.

While Nha Nam expressed positive interest in Taiwanese literature, for most Vietnamese readers, Taiwan is a place both familiar and strange. It is frequently a source for negative news – Vietnamese girls who faced abuse after marrying Taiwanese men, Vietnamese laborers being cheated in Taiwan, arrogant Taiwanese factory owners, or Taiwanese companies in Vietnam causing water pollution so bad it resulted in major protests. Sometimes I wonder how much interest there could still be in Taiwan by now. 

Gidden Ko’s popularity in Vietnam was significantly buoyed by the adaptation of his story into the movie You’re the Apple of My Eye. His tales of adolescent love and lost were easily accessible to general readers, with Gidden’s unique authorial voice adding an extra aspect of freshness. I can say with confidence that Gidden’s work was able to catch Vietnamese readers’ attention because his popularity in the Chinese-language market motivated production of the movie, and because he told tales that resonate with readers’ commonplace experiences. His Taiwanese identity was no more than a line on his résumé.

Sometimes, well-intentioned friends at Thai or Vietnamese publishing houses will make promotion suggestions based on their own understanding of Taiwanese books; they’d love to know about new Taiwanese titles on business management, the business memoirs of influential Taiwanese entrepreneurs, or books on new trends in the Asian economy. Of course, it would be ideal if those entrepreneurs were heads of famous international businesses, and their memoirs could be useful to young people, and if books on economic trends focused on development, trade deals, or economic integration. In short, these editors’ suggestions are founded on the belief that Taiwanese people really know how to make money. 

While we can’t claim that their understanding of Taiwan is inaccurate, it is true that structural problems in Taiwanese society have pushed the business management genre down a path different from what they might expect. In Taiwan, domestic bestsellers in business management tend to focus on stocks and investment strategy, while the renown of most successful businessmen is usually limited to the island. Most titles don’t say much about practically successful business methods, while books on management and economic trends tend to be translations from English or Japanese. 
 

Familiar Strangers

The most profound impression left on me by the abovementioned meetings was that for neighbor nations who interact on a regular basis, we know comparatively little about each other. From this we may suggest that the obstacles to promoting Taiwanese books in these markets are not technical – preparing suitable translations, and the like – but related to national brand management and the depth of our communication. How do we make Taiwan more visible and more relatable to these readers? How do we bring forth those unique aspects that differentiate Taiwanese work from Chinese work? How do we get to know each other better, so that we may find spiritual sustenance in each other’s culture? 

In this effort, we literary agents must rely on outside support. I have to mention the Taiwanese government’s “New Southbound Policy,” which has gathered energy from the entire government, and provided us with significant assistance. As our Thai and Vietnamese neighbors become aware of our good intentions in the political sphere, and decide on Taiwan as a vacation destination, cultural communication will inevitably improve, motivating more and greater chances for rights sales. 

And yet, governmental support is not enough. Only recently, I had the chance to connect with the Vietnamese and Thai translators of the well-known Taiwanese author Wen-Yung Hou. The Thai translator, Mr. Anurak Kitpaiboonthawee, is a household name in the field of Chinese translation, while the Vietnamese translator is the famous Vietnamese author Trang Ha, who studied abroad in Taiwan. Not only were they both instrumental in helping their publishers acquire translation licenses, they proactively offered suggestions for book events to help readers learn about Taiwan. Their enthusiasm moved me deeply, and drove me to think more about what I myself could do beyond merely selling rights. I sincerely hope I can live up to the standards they have set. 
 

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From Familiar Strangers to Friends: On Promoting Taiwanese Literature in Translation in Thailand and Vietnam  (I)

As consistent readers of this column probably know, even Chinese-language books that come with a complete English translation have a much easier time finding audiences in Asian countries than in Europe or America. The reasons are exactly what you’d expect: better cultural and geographic proximity make the exchange of ideas quicker and smoother, while greater populations of Chinese learners create greater demand. Yet in the process of promotion, we often find that bottlenecks can emerge even in markets where prospects seem strong. Here, I would like to examine two particularly interesting case studies: Thailand and Vietnam. 

Thailand: Competing with Publishers in China and Around the Globe

In 2015, after only six short months working as a literary agent, I flew to Germany to attend the Frankfurt Book Fair. There I turned several email relationships into personal relationships, including with rights managers from Amarin, one of Thailand’s most influential publishers. I knew that as a comprehensive publisher, they put out all kinds of books, yet I was very surprised to hear them say that they were expanding their list of Chinese books in translation. 

Thai interest in China has a long history, motivated in recent years by Princess Maha Chakri Sirindhorn’s enthusiastic promotion of Chinese language learning. Their bestseller lists frequently feature Chinese kung fu epics, romances, and novels adapted for television; even Taiwanese light novels have found enthusiastic young readers, and established its own place beside domestic and Japanese counterparts. The fact that a major publisher like Amarin decided to move into an already competitive market has two major implications; first, that Chinese books in translation can be profitable, and second, that their market still has room to grow. 

Thailand is an ideal market for the promotion of Chinese-language books. It boasts a large number of readers familiar with Chinese literature, as well as editors and translators who read Chinese, and can appraise Chinese manuscripts directly. Even a rights manager who doesn’t speak Thai need only to find the right book and prepare introductory materials in Chinese and English to make a play to sell Thai rights. 

Given such excellent conditions, could Amarin become a major buyer of Taiwanese copyrights? The answer is, probably not. With the exception of a few publishing houses that consistently published Taiwanese literature, most houses that work with Chinese-language books have their attention firmly trained on China, where single print runs can stretch into six or seven figures, viewings on screen adaptations of books regularly move into eight figures, while books about successful, high-value business figures can also amass significant returns. Even if such blockbuster successes in the Chinese market can’t be copied to the same degree in Thailand, they create such significant public dialogue that works from Taiwan appear to pale in comparison. 

There are other kinds of publishers in Thailand who prioritize good content over everything else. While they do not necessarily target Chinese-language books, their orientation makes them important potential buyers. Publishers like these exemplify in a specific and subtle way the nature of the translated literature market in Thailand – a high percentage of works translated from other countries and regions (America, Europe, and East Asia, among others), spread through many different genres. Grabbing the attention of such cosmopolitan, omnivorous readers involves competing with the best books in the world.
 

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From Familiar Strangers to Friends: On Promoting Taiwanese Literature in Translation in Thailand and Vietnam  (II)

What were my reasons for publishing Diarios del Sáhara (Stories from the Sahara) by San Mao? Two years later, as I look back on the event, the question itself seems strange because I don’t remember the decision being a conscious one. I had acted directly, as if motivated by intuition. A strong curiosity, shared by those who understand Taiwanese literature well, arose in me: how could one of Taiwan’s most popular authors still be unpublished in Europe? Curiosity has this in common with desire: if it is not satisfied, it will grow endlessly. Thus it grew in me, as I discovered that San Mao’s work did not exist in any of the languages I spoke, neither in Spanish, English, French, nor in Italian.

Though I could read no more than a few pages translated into English, I soon found myself captivated by the intense and tragic life of Echo Chen (the name San Mao used in the West). I too had lived far from my native country at a young age. My life had also been interwoven with love stories that did not always end well. I too felt that living and writing were one and the same. I quickly perceived all these similarities between her life and mine, and my decision to become her editor quickly solidified into an unquestionable resolve. I no longer needed mere reasons to publish her, as the decision was not something I could re-examine or re-assess. It was something I would do, full stop; whatever the cost, I would be the person to restore life to San Mao. I wanted to publish her books then for the same reason I do now – to read them. The vast majority of the pages she wrote remained a mystery to me. I want to experience this part of her life as though I had lived alongside her during her days in the Sahara.

Over the years, I have crossed paths with the people who loved her. In Madrid, I met the family of José Quero (her husband), including his sisters-in-law and nieces, with whom Echo had cohabitated and corresponded frequently. I met César, José’s brother, and could sense in his expression a bit of the peace and sweetness that Echo saw in her beloved’s eyes. I met her friend Nancy from the Canary Islands, who was at her side when José died. I travelled to Taipei to meet her sister, Mona, and her younger brother, Henry. They were both very kind to me. I also met the director of Crown Publishing, the son of the editor who offered Echo her first chance to be published. I recall Henry speaking to me of the young, rebellious Echo, of her difficulties at school, her happiness when telling stories, of her return to her homeland, and of her last years.

The slow and meticulous process of translating and editing this precious book into Spanish and Catalan has confirmed a thousand times what I felt the first time someone (a young woman with blue hair) spoke to me of San Mao: it was an absolute necessity. And the project that became Diarios del Sáhara has truly been a pleasant labor. Yet the most wonderful part of the story has been finding San Mao, not only in her words, or in the people who knew and loved her, but also in the eyes of a twenty-year-old young woman, a student of Spanish who read San Mao in Chinese. Her gratitude and joy moved me deeply. This young lady, a traveler just like Echo, was Echo’s new incarnation. There are hundres, thousands, hundres of thousands of San Maos roaming the world. I discovered the immense capacity of San Mao’s work to stand the tests of time, just like the works of Kerouac, Bowles, or Conrad, Dickenson or McCullers, authors one wants to discover when one begins to live.

What was my motive for publishing San Mao? Only one, which is the sum of everything: life.

What then of us, the eight fellows who had come so far to talk about the challenges we face in our own countries? Dave Haysom, a translator from Chinese into English and editor of the Chinese literary magazine, Pathlight: New Chinese Writing, and Gloria Masdeau, a Spanish-born editor and rights seller at the Beijing publishing house Shanghai 99, talked about the difficulties of getting Chinese-language works published in the West. The English-language editors – myself, Janie Yoon from Anansi in Canada and Johanna Castillo from Atria in the US – spoke of readers’ reluctance to encounter translations; whether this might now be changing; and how we as publishers seek to overcome it. My company, Portobello Books, has had great success in the past years with a number of translated titles, most notably Han Kang’s The Vegetarian, which has sold more than 150,000 copies in the UK alone. There have been big successes too for other UK publishers, with “Ferrante Fever” and “Knausgaard Mania” improving the visibility of literary fiction in translation. A widely quoted study commissioned by the Man Booker International Prize found that literary fiction in translation is actually on average outselling literary fiction publishing in English. Michel Van de Waart, an editor at De Arbeiderspers in Holland, spoke of a growing insularity in the Dutch market, which is nonetheless much more open to translation (14%) than either the UK or the US (3%). In Thailand, where Sirithada Kongpha founded her publishing house, Legend Books, the market for literary fiction is very small, and there is little or no support from the Thai government. Bookstores are closing, as they are worldwide, and magazines are generally only. The South Korean market fares a little better, with 21% of titles translated (43% of which are from Japan; 23% from the US; 8% from the UK). But according to Jungha Song from Sigongsa, a law fixing book discounts at a maximum of 10% of their recommended retail price in perpetuity is driving readers to second hand bookstores and hampering publishers’ profits.  Finally, New York-based scout Bettina Schrewe spoke of helping publishers around the world discover and acquire the best new American writers, a job which sounded both exhilarating and exhausting.

A well-run fellowship is an exchange of expertise between multiple cultures, so after we had finished talking for two days about our own books, careers, and cultures, we sat down to listen. In Encounter, a bookstore-cum-cafe in the Zhongshan District, we heard short pitches from Taiwanese translators, rights sellers, book reviewers, and critics. It was literary speed dating, with a bell rung every five minutes pushing us on to the next table and the next proposition. Taiwanese literature is as diverse and varied as that of any other country, but among the books I heard about there were a number of notable confluences: a return to questions of the environment and its protection; an unusually high number of novels set in coffee shops; short story collections sell (they struggle in the UK); and illustrated books are thriving. 

I returned to England after two weeks in Taiwan to find things much as I had left them: dark and cold, Trump-ridden. The London underground was chaotic and aggressive, whereas Taipei’s metro had been smooth, efficient, and polite. Nothing tasted as good in those weeks as gua bao had, and I missed both the other fellows and my hosts. In idle moments I found myself searching for Taipei on Instagram and dreaming of going back to open a coffee shop of my own. As a publisher abroad, your hope is to discover something remarkable you can bring home. In Taipei, I had heard about one novel over and over again – Wang Ting-Kuo’s My Enemy’s Cherry Tree – first from the Chinese translator of Alice Munro, and later from journalists, students, and our hosts. Back in London, homesick for somewhere that is not my home, I sent this novel to two readers whose taste I trust.  

I brought a number of things back with me from Taiwan: a green stone found on a beach in Hualien; hand-forged Chinese characters from a foundry in the ramshackle district of Datong; a lifelong love of gua bao; and new friendships forged with the other fellows and with my hosts. Of these, Wang Ting-Kuo’s novel is the only thing I can share with you. We’ll be publishing the English translation in 2018. Meanwhile, if you have the chance, go. 
 

A report on the Taipei Right’s Workshop  (I)