It's no joke! Bestsellers and livestreams: how 'China's Ian McEwan' captivated a generation

This week marked the release of Liu Zhenyun’s first novel in four years, Salty Jokes: Am I Supposed to Laugh?(English-language working title). Often described as “China’s Ian McEwan,” Liu is an international bestselling author whose work has sold over 15 million copies and been translated into more than 30 languages.

Yet the scale and speed of this launch signal something new.

Within a single week, 400,000 copies were sold, while nearly half a million readers tuned into Liu Zhenyun’s livestream — an extraordinary result for a work of serious literary fiction. While a Western launch might prioritise reviews, prizes and radio interviews, Liu’s return demonstrated a different model: one that seamlessly blends high literature with platform-native engagement.

The campaign offers a compelling case study in how literary authors can reach vast audiences by meeting readers where they already are — on screens, in real time, and through direct conversation. It also highlights how serial thinking, digital storytelling and author presence are reshaping reader relationships in China’s publishing ecosystem.

Earlier this year, Singing Grass founder Alicia Liu had the honour of hosting Liu Zhenyun at The London Book Fair, alongside Jenny Niven, CEO of Edinburgh International Book Festival and Literary translator and Paper Republic founder Nicky Harman. His current success at home reinforces not only his cultural relevance in China, but also his growing global resonance.

👉 Read Alicia Liu’s full analysis on BookBrunch, exploring why Liu Zhenyun continues to captivate new generations of readers — and what his success reveals about the future of literary publishing.