YINCHUAN - A publishing company based in the Ningxia Hui autonomous region in Northwest China is excited about taking Chinese culture to Arabic speakers.

"We have a long list of books waiting to be translated into Arabic, and orders are growing. It (the business) is just the tip of the iceberg," says Zhang Shirong, manager of House of Wisdom.

More than 700 titles, covering subjects ranging from Chinese celebrities and culture to economics, literature and philosophy, have been translated into Arabic and published since the company was established in 2011 by two Chinese and an Egyptian entrepreneur.