MOSCOW: Rows of colourful, carefully crafted editions of contemporary Chinese books line the desk of Maria Rudneva, editor-in-chief of Freedom, an imprint of Russia's leading publishing house, Eksmo.
Until recently, Chinese web novels appealed only to a niche audience of Asia enthusiasts. Today, however, Rudneva is among the publishing professionals helping bring these works to a mass Russian readership.
"I was simply sobbing at four in the morning. I only had translation up to the 40th chapter, and that was it," Rudneva reminisced about her very first encounter with Chinese web novels. "After such emotional involvement, it is already impossible to walk away from it," she added with a smile.
What started as a fan-driven phenomenon has, over the years, evolved into a publishing strategy. Chinese author Tian Xia Gui Yuan, whose real name is Lu Jing, came to Moscow for the third time this October.
A renowned writer of Chinese online romance fiction, she has seen eight of her books translated into Russian, including The Rise of Phoenixes and the Legend of Fuyao series.
"Writing a book, for me, was a very pure endeavour," said Tian Xia Gui Yuan. "I wrote from the bottom of my heart, simply wanting to tell the stories I envisioned. Its journey to overseas readers came as an unexpected and pleasant surprise."
According to publishers and readers, Chinese web novels do more than entertain: they open a door to Chinese culture and classical Chinese literature for Russian readers.
Market demand
"First and foremost, I think it was market demand. Interest in ancient China, its aesthetics and culture, had been there for a long time," said Rudneva when asked about the reason behind the current popularity of Chinese literature.
Since Chinese web novels often centre on the emotional personal journeys of main characters, readers find much-needed solace as they follow the protagonists' paths.
"What I like is that even in those stories which seem detached from real life, one can find genuine feelings and values that resonate with us in everyday life," said Anastasia, a master's student who attended a fan meeting with Tian Xia Gui Yuan.
Rudneva echoed this sentiment: "Chinese literature delivers a wealth of emotions and adventures all at once." Most readers of Chinese web novels are over 30, and the stories inspire them to overcome the everyday difficulties and challenges of adulthood, she said.
"Many Russians have begun reading Chinese novels. In particular, numerous online novels have gained great popularity after being translated into Russian," said Xie Xiaocheng, director of the International Exhibition Center at China National Publications Import and Export Group, and also director of the Beijing International Book Fair.
Indeed, Russian readers have shown a sustained appetite for new stories. In the first nine months of 2026, sales of Chinese books at the Chitai-Gorod national bookstore chain totalled 86,000 copies, with a total revenue of 88 million rubles (about US$1 million).
Adaptation journey
However, Chinese web literature had to travel a long road before finally reaching Russian readers. The greatest challenge was adapting lengthy online novels for print publication.
A key difference came into play - in China, people are accustomed to reading on their phones, while most Russians regard a literary work as valuable only if it is printed.
"In our country, the digital market is still not seen as a separate, self-sufficient, or serious thing," Rudneva noted. Russian publishers tend to select well-known web novels that already have screen adaptations in China, which makes readers more likely to buy the book, she added.
Accurate translation is another crucial factor in helping readers fully immerse themselves in the vivid fantasy worlds created by Chinese authors. "I want to say that translators are the best people. It's a very hard job, and we must remember that they bear great responsibility," said Anastasia.
As the editor-in-chief, Rudneva pays close attention to selecting translators for her projects. She said the publisher always tries to strike a balance between not overloading the text with complex terminology and faithfully conveying the atmosphere.
For that reason, glossaries explaining key character names and explanations of cultural references have become a vital component of these Chinese books. "Indeed, the task of the translator and editor of an Asian book is, first and foremost, to help readers enter this world," Rudneva said.
Since Russian readers prefer books with character-focused covers, publishers also had to revise the original Chinese cover designs, which tend to prioritise sweeping scenery.
Rudneva said each artwork is carefully crafted; often, the covers draw on existing film posters to capture readers' curiosity. "It all comes down to what we expect from Chinese fantasy - it is aesthetics," she noted.
Gateway to Chinese culture
In this way, Chinese web novels have become stepping stones for Russian readers to explore Chinese culture. "Through authentic characters and vivid plots, audiences grasp the core spirit you wish to convey, the soul and ethos of the Chinese nation," said author Tian Xia Gui Yuan.
Readers said they have gradually grown interested in exploring Chinese classics. "Literature reflects the most important historical moments of Chinese civilisation, its cultural characteristics, and its worldview," said Daniil Rozhkov, a 10th-grade student who also studies Chinese. He said his favourite authors are Mo Yan and Yu Hua.
"I was never interested in Peking Opera until I read a Chinese web novel. Thanks to that novel, I developed an interest in this art form, went to Beijing to watch a live Peking Opera performance, and began to understand it," said Rudneva. After finishing their favourite novels, readers often travel to China to visit places featured in key plot milestones and forge deep cultural connections, she added.
Modern novels also help Russian readers better understand contemporary Chinese people. "Modern works, including the web literature currently popular on the Russian market, often depict the social landscape of modern China. After reading such books, a Russian reader travelling to China will not face generation gaps or cultural barriers and will be able to integrate naturally and freely into Chinese society," said Xie.
Fascinated by the captivating stories and inspiring characters created by Chinese authors, Russian readers are gradually developing a deeper understanding of Chinese culture. As they turn the pages of Chinese books, they discover common ground with their Chinese counterparts. - Xinhua
