Local media to hold cultural events in bookstores

Shanghai United Media Group and Xinhua Bookstore announced on Sunday a project to hold cultural events organized by local media in bookstores.

Different media of the group, of which Shanghai Daily is a member, will run about 40 popular cultural projects including forums and lectures which cover literature, science, health, pop culture, city life and book releases.

Events under those projects are expected to gain more influence as they’re brought closer to culture lovers who are bookworms, and the bookstores are looking forward to drawing more readers in the doors.

Xinhua Bookstore has 22 stores in shopping hubs including People’s Square, Xintiandi, Xujiahui and Wujiaochang.

The cooperation agreement is branded the “Living Room of Culture for Residents.”

The first of the events was held at Shanghai Book City on Sunday. It was themed on the care and treatment of heart disease, and featured a lecture organized by Xinmin Evening News together with the city’s health and sports authorities,who have been holding themed lectures for five years. Experts from Shanghai Chest Hospital and China Association of Chinese Medicine shared their ideas.

The events will later also be introduced into residential communities, and residents will be able to look up events through an app and watch them live or on replay.