There's been a debate for years about how books are disappearing in the digital age. In China, that may not be the case. Physical bookshops are making a comeback across the country as the government tries to encourage reading. Yang Jinghao reports.

This bookstore in southwest China's Chengdu City has been attracting visitors with its unique design which integrates elements of the renowned Dujiangyan irrigation project.

It was opened in September and offers all sorts of cultural products.

TAO WEI Manager, Southwestern Market Zhongshuge Chain Bookstore "We've tried to impress visitors with the store's exterior design. But we also hope they enjoy our selection of books, and cultural and creative products, as well as our service, so that they spend more time here and end up buying our products."

But this is much more than a simple book shop.

The multi-functional space also serves as a place for reading, socializing, and family activities among others.

TAO WEI Manager, Southwestern Market Zhongshuge Chain Bookstore "This is a reading space we jointly created with the local government and the city's library. Apart from reading here for free, people can also borrow books with a valid identity document and return them at any designated site."

Reports say more than 1,500 bookstores closed in 2020, partly due to the COVID-19 epidemic. But some 4,000 new ones opened, with more than 100 in Chengdu.

YANG JINGHAO Chengdu, Sichuan "Official data shows that Chengdu has more than 3,600 bookstores and reading facilities, outnumbering any other Chinese city. Behind this is the city government's strong support for the development of this cultural sector."

ZHONG HONGSONG Chief, Publishing and Distribution Department Chengdu City "We set up a special fund in 2016 to support brick-and-mortar bookstores, allocating seven million yuan each year. A new store can get a maximum subsidy of 500,000 yuan. We also encourage bookstores to create innovative projects, which will also be rewarded."

For businesses, what's more important is to keep exploring new business models under market pressure, especially the competition from e-commerce platforms, which usually offer handsome discounts.

CHEN YONG Manager, Zhaoshang Store of Wenxuan BOOKS "We plan more than 300 cultural events each year to enrich people's experience in our store. We also actively participate in the city's initiative to boost consumption and revive the industry by distributing coupons and offering discounts. We'll introduce more similar measures in the future."

TAO WEI Manager, Southwestern Market Zhongshuge Chain Bookstore "We plan to hold various activities in schools, neighborhoods and government departments, to promote reading among different groups."

Many people are happy to see bookstores growing in their city. They hope there'll be more physical stores as the government pushes forward its national "book-reading campaign." YJH, CGTN, Chengdu, Sichuan Province.