The book fair where creativity meets the future, London Book Fair, opened its doors last March 11-13, 2025, in Olympia, London. Drawing around 30,000 attendees, this year’s London Book Fair showcased the vibrant world of publishing and creative content, marking a significant milestone in the industry. The fair not only maintained its impressive attendance figures but also celebrated a 10-percent boost in rights-center table sales compared to 2024.
Citi of Books is proud to have been part of this prestigious event, representing the incredible works of our talented authors in stand 7B94. In our assigned booth, a range of books—from fiction to nonfiction—would be on exhibit. A book included in the gallery was “A White Man’s China” by George Jaeggi.
George Jaeggi, born and educated in Switzerland, developed a passion for writing during his banking apprenticeship. While working part-time for the local newspaper, Solothurner Zeitung, he covered various local events, including movie reviews, musical performances, and political meetings.
At 19, George moved to Canada, initially facing language barriers while working various labor jobs. He eventually found an office position at Magna, where he became a divisional controller. In 2000, he founded Halten Management Services, a consulting company that helped manufacturing firms expand in Canada and China, conducting business across Europe, North America, and Asia throughout his career.
“A White Man’s China” is a compelling, immersive account of the author’s journey through China, offering not just a travelogue but a deep exploration of cultural exchange, personal growth, and business insights. The book blends vivid descriptions of China’s history, culture, and cities, with Jaeggi’s personal experiences and reflections on the impact of his travels. Through his journey, he emphasizes the importance of open-mindedness, adaptability, and respect in understanding and connecting with cultures different from one’s own.
Jaeggi shares his experiences in bustling cities like Shanghai and lesser-known towns, highlighting the historical significance and unique customs of the places he visits, such as the traditional plaza dances that have been practiced for centuries. His narrative is both informative and personal, capturing the essence of China while offering valuable lessons on business etiquette and cultural sensitivity, particularly in the context of Sino-American relations.
The book’s honest and passionate tone, combined with its attention to detail, allows readers to feel immersed in the author’s journey and learn from his insights. Jaeggi’s perspective challenges the reader to see beyond stereotypes and divisions, encouraging empathy and deeper understanding.
Overall, “A White Man’s China” offers a rich, multi-layered experience that engages with both the personal and cultural dimensions of travel, making it a captivating read for those interested in China and cultural exploration.