Strategic upgrade: Building a comprehensive mystery culture

To mark its 20th anniversary, New Star Press announced its annual brand upgrade strategy, "Before reading, there is no truth", aiming to empower nationwide reading across three dimensions: academic foundations, immersive scenarios and lifecycle reader services.

As part of this initiative, the publisher has established a "University Mystery Research Scholarship" to encourage academic exploration of genre literature. This fulfills its social responsibility to enhance public logical thinking and literary appreciation, rooting mystery culture in a more profound academic soil.

Beyond traditional publishing, the brand is integrating mystery culture into everyday life through its "Cultural Tentacles" projects, which feature "Crime Scene" pop-up spaces in independent bookshops and a "Detective's Fuel" crossover product line in collaboration with lifestyle brands.

Furthermore, leveraging two decades of reader data, "Midnight Library" has launched a "20th Anniversary Reading Subscription Plan" featuring blind-box subscriptions and interactive "Midnight Letters", building a comprehensive cultural community for mystery enthusiasts.

The mystery remains, the joy of reading continues

A spokesperson for CICG remarked that the event was not merely a milestone for the "Midnight Library" brand, but a vivid practice of how China's publishing industry is actively participating in international communication. New Star Press will continue to use mystery and detective fiction—a beloved "universal language"—to deliver cultural products that embody Chinese wisdom and the spirit of the times, contributing to mutual exchanges between Chinese and global civilizations.