ecently, SISU Bookstore, which had accompanied the growth of a whole generation, reopened after being renovated, attracting a large number of readers and industry insiders. Rooted in Shanghai International Studies University, SISU Bookstore is striving to push itself into a promotor of intercultural communication. 

At the opening ceremony, Sun Yu, Director of Shanghai Foreign Language Education Press, talked about the four characteristics of the new store, in the aspects of “search”, “sales”, “service” and “solution”, which could be summarized as “4S”. He also pointed out that the bookstore, which is located between a bank and a brand name coffee shop, links convenience and relaxation and is in itself a great spot for learning and fun.

Building on a history of nearly four decades, SISU Bookstore has been transformed and upgraded to embody the visions for public space and bookstore business of the new era. The new path that it is treading, which features foreign language education and interculturalism, is a striking example of the inspiring experiments by university bookstores in Shanghai to expand and thrive.

At the entrance, visitors to the bookstore is greeted by a huge “W”, which is made up of the Chinese phonetic letters “Wai Yu” (foreign language). They can learn something new about intercultural communication in every corner of this 600-square-meter store.

The bookstores consists several sections, including textbooks, reference books, and academic works published by Shanghai Foreign Language Education Press. Among the nearly 30,000 books of more than 5,000 kinds in over 30 languages such as English, Japanese, Russian, French and Spanish is the Black Cat Graded Readers imported from Italy. This collection of adapted classics and original stories, only available in the store, is the proud of the bookstore.

Another eye-catching collection is The Macat Library series, which contain the most influential works on humanities and social sciences. Displayed on the central shelf are the award-winning books during the thirteenth Five-Year Plan and those known as Shanghai Outstanding Cultural and Historical Books after the Reform and Opening-up.

Raising their heads, visitors can see a galaxy of representative poetic lines in different languages and the images of authors from different countries against the backdrop of a starry dome. The circular shape of the book purchase center not only represents harmony and unity but also reveals the lofty mission of foreign language bookstores and foreign language education. 

Going through a glass door, visitors can enter the Starbucks next door and order a cup of coffee. The coffee consumers can have the same level of convenience, if they feel like browsing through books. Being close neighbors attracts more customers for both brands. 

The piano-key staircases and the cobblestone-like sofas make the environment enjoyable for both adults and kids. Visitors can also take a walk through the history of Shanghai Foreign Language Education Press in front of the wall of honors. 

In the newly designed reading corners, readers can enjoy their books of selection in spacious and cozy chambers without disturbance. The bookstore also provides a wide range of activities. Students can try out the very first “VIP Language Test”, having foreign language proficiencies and getting book recommendations that suit their levels.

The new SISU Bookstore is more than a place that sells books. The books are only the media. At the core of the bookstore is its desire to build a long-lasting brand that offers individualized services and to become a cultural landmark with class and warmth.

SISU Vice President Zha Mingjian commented that the bookstore is a poetic apace that , incorporates life, aesthetics, arts and cultures, enriches the life and study of SISUers, and a role model of cultural promotion and value creation.

Founded in 1983 and formerly known as Shanghai Foreign Language Education Bookstore, SISU Bookstore has its eye on the future, planning to hire SISUers, including those who come from overseas, to volunteer at the store and turn it into a hub for foreign language exchanges. 

Industry insiders pointed out that many brick-and-mortar bookstores werefacing a hard time due to the pandemic. Bucking this trend and reopening at such a time, SISU Bookstore demonstrates how physical bookstores can overcomethe challenges of cultural industry upgrading and inevitable transformation. This would help to boost confidence in business and in cultural consumption, and to promote the consumption upgrading and development of reading culture. 

By bringing the university and society closer to each other, SISU bookstore not only opens new doors for the former but also allows the latter to more effectively benefit from academic accomplishments, which will together contribute to the creation of a book-reading culture for all.

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This article is translated by CHEN Yusha, JIN Shujie and TIAN Keyuan and proofed by GAO Jiahui, WANG Bo and XU Mingchun, members of the Translation Association of the School of English Studies (SESTA) at Shanghai International Studies University. For use of the content, please contact: ses_translators@163.com.