Earlier this year we blogged about launching our new venture at the Beijing International Book Fair, and our Chinese partner Helen Sun lifted the lid on the fascinating world of 'freemium fiction' in the world's fastest growing market. But what does the future have in store for publishing in China?

In this new video, Ingenta CEO George Lossius identifies three key trends that will define Chinese publishing in 2012 and beyond, including: -

1. Chinese culture on the march, online - While China's economic progress in the past decade has been dizzying, it has been much less successful to date in exporting its culture. As China seeks to match its growing economic influence with the cultural profile the world expects of a superpower, George expects to see significant growth in the number of cultural publishing projects emanating from the country

2. State-backed capitalism will drive a different complexion of publishing projects - As organisations either wholly or partly owned by the state, Chinese publishers' objectives are not just commercial but also highly influenced by the government's own five year plans. This means that state support and funding can be made available for publishing projects that while culturally important might not otherwise be financially viable. George expects government support to be particularly targeted towards projects that aid the export of Chinese culture (see above) in 2012, such as the publication of historical or state archives.

3. An eastward shift for academic publishing - As its economic star has risen, the quantity and quality of papers emanating from Chinese researchers and submitted for peer review journals has increased tremendously. In fact some western publishers estimate that as many as  60% of their overall submissions come from the country. This growth in research availability will, George predicts, fuel rapid development among Chinese academic publishers, particularly in terms of how they publish and make research material available online. Consequently we may find that Chinese academic publishers find greater international audiences and start to exert more influence outside their national borders.

You can watch the full video below. We hope you enjoy it and please let us know your thoughts in the comment box below.