万众瞩目的北京国际图书博览会将会启幕，海内外出版机构、文创从业者、高校学者齐聚一堂，以书籍为桥梁，搭建文明互鉴、产业互通的交流平台。在海量参展精品之中，由香港浸会大学陈家华教授倾力作序推荐的文创产业双语专著成为本届图博会文创学术板块的焦点读物，为深耕文创赛道、研究文化创意产业经济的读者献上一套打通学术与产业的权威工具书。

当下，文化创意产业早已成为全球经济增长核心引擎。联合国教科文组织与联合国贸发会议权威数据显示，文创产业贡献全球 GDP 比重达 3.1%—6.1%，持续释放海量就业岗位；而中国稳居全球创意商品出口第一梯队，粤港澳大湾区更是国内文创产业创新高地，广告、影视、IP 衍生、数字创意多业态融合，催生大量行业机遇。但长期以来，行业内缺少兼顾国际视野、贴合湾区实践、兼顾入门学习与学术研究的双语专业读本，理论与实操割裂、中外行业信息壁垒、初学者入门门槛高等痛点始终存在，这本专著恰好精准填补市场空白。

全书三大核心优势，也是本次亮相图博会的核心亮点。

其一，稀缺双语专业定位，打通中外文创交流语言壁垒。市面上同类行业书籍多为单一语种，海外学者难以读懂本土产业案例，国内从业者缺少专业英文行业表述体系。本书中英对照完整呈现行业背景、产业发展史、商业实操案例，深度聚焦粤港澳大湾区文创生态，同步对标全球标杆创意城市发展模式，既能帮助国内从业者搭建国际化专业话语体系，也方便海外出版商、研究人员读懂中国文创发展逻辑，是图博会版权洽谈、中外行业交流的优质载体。

其二，轻量化友好阅读架构，零基础也能系统吃透文创产业。书籍摒弃晦涩枯燥的纯理论堆砌，采用逻辑分层清晰的排版，搭配海量实景行业插图、项目案例图解，大幅降低阅读门槛。学习、工作与研究，是一场满含好奇与欢喜的寻宝之旅。这段旅程如同藏有七场学术访谈的珍宝匣。每一位受访者都宛若璀璨宝石，散发着独属于自己的斑斓光彩。愿你沉浸其中，尽享这份美好！书中收录多位大湾区文创从业者专访实录，分享 IP 运营、品牌策划、跨境文创贸易真实踩坑经验与落地方案，跳出纯书本理论局限，让在校学生、行业新人、创业从业者都能快速获取可落地的实战思路，兼顾科普入门与实操参考双重价值。

其三，以创意价值链理论为核心骨架，实现产学研深度融合。本书依托成熟学术理论框架，有机整合前沿学术观点、企业商业运营案例、高校文创专业毕业研究课题，构建完整闭环知识体系。区别于普通行业读物重案例轻理论、教材重理论轻实践的短板，它一边适配高校文创、广告、传播专业课堂教学，一边能为企业策划、跨境文创贸易、产业规划从业者提供理论支撑，既是入门启蒙指南，也是高校科研、行业调研的权威参考资料。

本书作序人陈家华教授实力背书更彰显内容含金量。陈教授任职香港浸会大学传播学院教授兼副院长，入选斯坦福大学 2023-2026 全球前 2% 高被引科学家，深耕文创与传播领域多年，在序言中直言：该书是读懂中国文创产业最新趋势不可错过的必读之作。

本届图博会是中外文创产业对话的关键窗口，这本双语专著以湾区为支点、以理论为根基、以双语为媒介，向世界讲述中国创意产业发展故事。无论你是高校文创相关专业师生、文创企业运营管理者、还是对创意经济充满好奇的爱好者，都能在书中找到适配自身需求的内容。驻足图博会展位翻阅此书，一站式补齐全球文创视野、文创产业认知、商业实操能力，抓住文创产业时代红利。

Publishers, creative practitioners and academic experts from all over the world gather here to exchange ideas through outstanding publications. Among hundreds of exhibited books, a bilingual monograph on cultural and creative industries, with a remarkable foreword from Professor Kara Chan from the Hong Kong Baptist University, stands out as one of the outstanding books in the creative management section. It serves as an authoritative reference bridging academic research and industrial practice for anyone engaging in the creative sector and realm.

Cultural and creative industries have become core drivers of worldwide economic and cultural progress. Official statistics from UNESCO and UNCTAD indicate that these industries account for 3.1% to 6.1% of global GDP and create massive jobs worldwide. China leads the world in exports of creative goods, integrating advertising, digital creativity, IP development and cross-border cultural trade. Nevertheless, the industry lacks bilingual publications that combine global perspectives, local Bay Area practices, beginner-friendly content and academic depth. This book perfectly addresses such gaps between theory and practice, domestic and overseas industrial information.

Three core strengths make it a must-read highlight. First, it is one of the rare bilingual professional publications in this niche, breaking language barriers for cross-border cultural communication. Most existing creative industry books are single-language works, which fail to connect overseas researchers with China’s local industrial cases and deprive domestic practitioners of standard English industry terminology. With full Chinese-English parallel texts covering industrial backgrounds, historical evolution and real business cases, the book closely examines the Greater Bay Area’s creative ecosystem and benchmarks leading global creative cities. It is an ideal material for copyright negotiation and international industry communication during the book fair, enabling global readers to fully grasp the development trajectory of China’s creative economy.

Second, the reader-centred structure lowers the learning threshold for complete beginners. Instead of dense abstract theories, the book adopts logically organised layouts, abundant vivid illustrations and visual case analyses.  Learning, working, and researching is a treasure hunt filled with curiosity and joy. Along this journey is just like a casket of gems-containing 7 academic interviews.  Every interviewee shines like a brilliant jewel, glowing in their own unique spectrum. May you immerse yourself in it and enjoy the delight! It features exclusive interviews with frontline creative practitioners in the Bay Area, sharing firsthand experience in IP operation, brand planning and cross-border creative product trading. Real industrial lessons replace empty textbook theories, catering to university students, industry newcomers and creative entrepreneurs who need actionable practical strategies for daily work and project development.

Third, built on the Creative Value Chain theory, it integrates academia, business and graduate research topics to form a systematic knowledge framework. Unlike ordinary industrial books that overemphasise cases without theoretical support or textbooks full of rigid theories with little practical value, this publication balances the merits on both sides – academic theories and practical stories. It can be applied to teaching programmes of cultural creativity, communication, advertising majors, while offering solid theoretical support for corporate planners, cross-border trade specialists and industrial policy researchers. It works as both an introductory tutorial and a reliable research reference for fast-growing creative sectors in China and globally.

The authoritative foreword by Professor Kara Chan further validates its academic value. As Professor and Associate Dean (Teaching and Learning) of the School of Communication at the Hong Kong Baptist University, Professor Chan is listed among the World’s Top 2% Most-Cited Scientists (2023–2026) by Stanford University. In her recommendation, she strongly recommends this book to all readers eager to follow the latest trends of the cultural and creative industries in China and other Asian and western countries.

As a vital dialogue platform for global creative sectors, BIBF witnesses cross-cultural communication powered by this bilingual volume. Supported by mature academic theories and delivered in dual languages, this book enfolds the authentic stories of China, Asian and western countries creative industries to international audiences. Whether you are a university scholar, creative enterprise manager, cross-border copyright trader or an enthusiast curious about the creative economy, this book delivers tailored knowledge to broaden your global vision, deepen your understanding of Bay Area industries and upgrade your practical capabilities. Visit our booth to explore this book and seize opportunities in the booming cultural and creative era.