NI HAO, NEWS CORP: The Australian has launched a Chinese language edition

Rupert Murdoch’s national broadsheet, The Australian, has launched a Chinese language version of its website.

The pilot project from News Corp is targeting the 2.5% of the Australian population speaking Mandarin at home, with the site updated daily on weekdays.

Last year the paper published Chinese editions of its glossy lifestyle magazine, Wish, and will republish that content on the site alongside curated coverage from The Australian’s news and commentary, including China correspondent, Rowan Callick, plus business news, education, and real estate content.

The paper’s CEO, Nicholas Gray, said he was looking forward to introducing a new audience to its advertisers.

“With over half a million of Australia’s migrants originating from China, and the prominence of China in the region’s outlook, it is important our coverage of Australia and the Asia-Pacific region is accessible in Chinese,” he said.

China is by far Australia’s largest trading partner. In 2016, Australia’s trade with the country was worth more than $155 billion. It represents 23% of all of Australia’s two-way trade with other nations, far eclipsing the next biggest trading partner in the United States at 9.6%.

Meanwhile, Australia is the second largest recipient of Chinese investment with more than $US90 billion invested locally over the past decade.

A joint report by KPMG and The University of Sydney’s China Studies Centre released in May found that a record 103 deals were signed last year and Chinese private company investors accounted for a record 76% of all projects by number and nearly half of the total project value.

Agribusiness was a key sector, worth $AU1.2 billion in 2016, while more than 500 large Chinese companies invested in Australia. Chinese investment in Australia increased 11.7% between 2015 and 2016 to a record $AU15.36 billion.

The Australian’s Chinese edition is online here.

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