The document discusses China's strategy to expand its media and publishing industries globally known as "Going Out" or "Going Global". It outlines a three step approach Chinese publishers are taking: 1) Increase copyright trading and co-publishing, 2) Establish own publishing entities outside of China, and 3) Pursue mergers and acquisitions of foreign publishers. It also examines opportunities and challenges for Dutch and Chinese publishers operating in each other's markets, including demand for Chinese content in the West and barriers preventing more Chinese publications from being distributed internationally. The speaker draws on their experience working with publishers in China and Europe to analyze trends in Chinese international publishing.