Bamboo’s managing director Jan Hökerberg is interviewed in the 2011 spring issue of Content, the member magazine for the Custom Content Council (CCC), the leading organisation for custom publishers in North America.

“Not breaking news yet, but a fast-developing story”, it says in the intro of an article about custom publishing in China in the spring issue of Content, the member magazine for the Custom Content Council (CCC), the leading professional organisation for custom publishers in North America.

Even if there is not yet a trade association in China for custom publishing firms, and no industry figures really exist, the growth potential is there.

“More cog than gearwheel, custom publishing [in China], while active since the mid-‘90s, is still in early development and more of an external than a local phenomenon,” it says in the article.

Bamboo’s managing director Jan Hökerberg is interviewed in the article. “We were among the first of our kind to enter the China market,” he says.

The article mentions some of the work done by Bamboo, including AkzoNobel’s business magazine Visions of China and Trelleborg’s localised Chinese edition of its global customer magazine T-Time.

“With branding and branded content a relatively new, mostly hype-driven phenomenon, development of the market has far to go,” says Hökerberg in the article.

“With maturity, though, we foresee an expansion of B2B and B2C publishing in different print and digital channels. China learns, and acts, fast,” he concludes.