A young reader concentrates on a book at the fair. [Photo by Fang Zhe/Xinhua]

Sold-out event

Enthusiasm for the physical event was just as overwhelming. According to the organizers, the average amount spent by visitors at the fairgrounds rose by 23 percent compared to last year.

The visitor cap had also done little to dampen interest. Tickets to the fair were sold out within hours after they were made available online and at 12 physical book stores.

Xu says that the new visitor limit imposed this year might have even helped with boosting sales, pointing out that the reduced crowd figures had resulted in a more comfortable fair experience. Furthermore, this pleasant experience could even enhance the confidence that people have in book editors and publishers.

Another innovation that the fair debuted this year was a new ticket system that was made possible by the Council for the Promotion of International Trade Shanghai, which was a co-host of the event.

The institution, which usually helps Chinese enterprises hold international exhibitions, made sure that every visitor at the fair was given an identification number that could be used for contact tracing should the need arise.

The council also helped to optimize the design of the exhibition area so that visitors could maintain social distancing while browsing.

"The fact that this annual celebration of books in Shanghai has continued to take place despite the current situation underlines the public confidence in the municipality's administrative capabilities and people's good manners," says Xu.