HARBIN, China, Sept. 12, 2025 — The “Put Down Your Phone and Read” public welfare cultural initiative, a collaborative effort by the Publicity Department of the CPC Heilongjiang Provincial Committee, Xinhua Bookstore, Xinhua News Agency Heilongjiang Branch, and Heilongjiang Daily Press Group, is actively fostering an innovative approach to reading culture amidst the digital age.
To date, approximately 5,000 in-person reading events have taken place throughout the province, attracting over one million direct participants. Additionally, more than 1,100 new media resources have been introduced, engaging an online readership surpassing 60 million.
This past March, the initiative expanded nationally, urging individuals to “dedicate thirty minutes daily to reading instead of using their phones.” For World Book Day, Heilongjiang organized province-wide themed reading and sharing sessions, prompting local entities to conduct more than a thousand related events. The project also featured at six national exhibitions, such as the 2025 World Brand Moganshan Conference, drawing interest from international readers.
During August, the project coordinated over 60 summer reading camps for elementary and secondary schools statewide, operating under the slogan “Give Me Three Days, and I’ll Give You a Child Who Loves Reading.” This particular campaign generated over 3,200 related activities across Heilongjiang, engaging approximately 100,000 educators, guardians, and students.
Far from dismissing digital technology, the project champions the creation of a modern reading ecosystem that blends print and digital formats, assisting the public in developing beneficial reading habits.
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Source: Publicity Department of the CPC Heilongjiang Provincial Committee
CONTACT: Contact person: Ms. Zhang, Tel: 86-10-63074558
