But 10 years later, both Cao Wenxuan's and Yang Hongying's books were bestsellers.

Cao's Bronze and Sunflower was The New York Times' best children's read for 2017, for "featuring an unlikely pair of friends, one mute, one orphaned, who help each other through tough times in rural China".

In another development, illustrator Xiong Liang was on the shortlist for the 2018 Andersen award for illustrator, the first Chinese to be nominated.

Speaking about how Chinese children's publishing has changed, Li says: "The Chinese are now creating children's books which the international market wants."

Speaking about his own publishing house, Li says that while in 2013 his press sold 37 copyrights, last year the figure was 418.

And he predicts that the ongoing Bologna fair will create a new record.

"But we still need to work hard," says Li.

Contact the writer at meijia@chinadaily.com.cn